Amazon Prime Day will be pushed forward to June this year as the multi-day sales event seeks to boost its Q2 earnings.
Amazon was forced to push back its flagship sales festival from its usual July date to October last year as it grappled with supply chain and staff issues.
According to Recode, Amazon will now bring the event forward to middle or late June this year, though the retail giant declined to confirm the date.
It follows reports from Business Insider in March that Amazon had invited sellers to join them for Prime day in the summer.
Sources speaking to Recode also suggested that Amazon could be considering a second shopping holiday in the autumn alongside Prime in the summer.
Prime Day has been held in July since its inception in 2015, but last year it was pushed back three separate times.
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 by July 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.
After being delayed another two times, Amazon announced in September that Prime Day would take place in October and stretch over 48 hours for the second year running.
While not confirmed, it is expected that Prime Day will once again extend over two full days, after reporting the “most successful Prime Day ever for small businesses” last year.