Amazon Prime Day will now be pushed back until September while sources say its rapid delivery times could not return to normal for months to come.
Amazon has been scrambling to return its operations to normal after a sudden spike in demand due to the coronavirus forced it to delay delivery times and limit the amount of items being handled in its warehouses.
According to the Wall Street Journal Amazon is now pushing back its two-day sales event until September, two months later than usual, to ensure its warehouses and logistics operations are running at full capacity.
Its follows speculation in early April that Amazon could be forced to push its largest sales event of the year back to at least August.
In March, Amazon limited the amount of items its sellers could send to its warehouses, prioritising goods deemed essential during lockdown.
Last month restrictions on which items could be sent were lifted, but quantities were still limited as the retailer eased back into its modus operandi.
All restrictions have now been limited, signifying that Amazon is edging even closer to pre-coronavirus levels.
Despite this, sources speaking to the WSJ said that delivery times could still take month to return to the one and two-day lengths seen before the crisis.
Last year the longest ever Prime day again broke new records, raking in sales totalling more than last year’s Black Friday and Cyber Monday events combined.
Prime Day 2019, which was stretched over a full 48 hours, saw Prime members purchase 175 million items, up significantly from the 100 million items sold across 2018’s 36-hour sales event.