Amazon Prime Day has been pushed back for a third time and is now not expected to take place until early October.
According to Business Insider Amazon informed its third-party sellers that Prime Day, which in May was pushed back until September, would now be delayed for another month.
It informed sellers via an email earlier this week that although a solid date had not yet been set, they should mark October 5 as the new “placeholder date” for promotions
“A definitive date will be announced as we get closer to the event,” the email read.
“We are looking forward to seeing submissions that offer the most delight to customers during one of the biggest shopping days of the year, Prime Day!”
Prime Day, which broke new records last year selling 75 million items more than in 2018, had been held in July since it started in 2015.
However, the coronavirus pandemic forced Amazon to delay the event “indefinitely” in April, expecting to push it back until at least August.
This initial announcement was made while Amazon was still operating at limited capacity, preventing many non-essential items flooding its logistics network as it prioritised essential good for those in lockdown.
While its operations have largely returned to normal, the staggering number of new cases across the US has likely deterred Amazon from prematurely piling temporary workers into its warehouses to meet the demand spike.
Amazon has already come under immense scrutiny from the US government, workers unions and its own employees of its handling of worker safety during the pandemic.
Just last week Amazon employees in Germany staged a walkout at six locations in protest of its safety measures.
Despite this backlash, Amazon maintains it is doing all that is necessary to protect its staff, and it said in May that its $4 billion in profits would be wiped out over the next quarter due to increased spending on safety measures.