Amazon is moving its annual Prime Day sale up to June from its traditional July slot, according to people familiar with the matter, reports Bloomberg.
The sale is expected to take place in late June, according to the sources, who asked not to be identified as the plans are not yet public.
Prime Day sales on Amazon benefit not just the company’s own sales, but also those of its third-party sellers. Even rival retailers will launch their own sales during Prime Day to jump on the bandwagon and get shoppers to spend.
Bloomberg points out that by moving the Prime Day launch earlier, it will affect Amazon’s second quarter earnings, instead of the third quarter. The online retail giant’s earnings also are a litmus test for the state of consumer spending.
While there are usually some decent Prime Day sales, sometimes we’ve seen companies jack their prices just before the event, so sales on the actual day appear to look like major deals.
Prime Day first launched back in 2015 to celebrate its 20th anniversary and drive Prime membership sign-ups. Last year, Prime Day stretched from July 8-11 in Canada, a four-day event that doubled the previous year, with the shopping dates aligning with the U.S. and dozens of other countries.
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