Amazon to Host 2 Prime Days This Year

The announced extra day comes after lackluster revenue growth from the e-commerce giant.

June 29, 2022

ALEXANDRIA, Va.—Amazon is planning to hold a second Prime Day this year, reports CNBC, which would be the first time the company has held two Prime Days in the same year. The company has been notifying third-party sellers of a “Prime Fall” deal event, and although Amazon didn’t announce any dates, it did say it was happening in the fourth quarter.

“The Prime Fall deal event is a Prime-exclusive shopping event coming in Q4,” reads a notice seen by CNBC. “Submit recommended Lightning Deals for this event for a chance to have your deal selected!”

Analysts have said that Prime Day is losing its luster, pointing to slowing sales growth, smaller order sizes and more muted promotion on Amazon’s website. Amazon posted in April its slowest quarterly revenue growth since 2001. The second Prime Day could be a way for Amazon retailers to sell off extra inventory that hasn’t moved due to inflationary impacts on consumer spending, reports CNBC.

Amazon’s summer Prime Day will take place on July 12, starting at 3 a.m. EDT and lasting through July 13. The 48-hour event is open to Prime Members only. There will be more third-party sellers participating in this year’s Prime Day than in 2021, according to Amazon, including many small- and medium-sized businesses.

Walmart held its Walmart+ weekend, the company’s own version of Prime Day, from June 2-5, 2022. Thirty-three percent of shoppers were aware of the members-only sale compared with 94% of Amazon Prime Day 2021 shoppers, according to Numerator data.

Compared to all shoppers, the typical observed Walmart+ Weekend shopper was 20% more likely to be an Amazon Prime member, 42% more likely to be rural, 17% more likely to be Gen X and 16% more likely to be low income.

Nearly all subscribers (82%) plan to continue their Walmart+ membership, with only 2% planning to cancel and 16% saying they are unsure. Free shipping and free local delivery were the top two drivers cited as reasons for joining Walmart+ (83% and 76% of members, respectively), followed by everyday savings (29%), special savings events (26%), gas discounts (24%), mobile scan-and-go (21%), early Black Friday access (20%) and Spotify memberships (4%).

Target announced earlier this month that it will hold its Target Deal Days over the same period as Amazon’s Prime Day.