A year after Amazon moved Prime Day from July to October due to the Covid-19 pandemic, the company plans to keep its annual discount store event closer to its normal daylight saving time in 2021.
Multiple internal and external sources told Recode that Amazon is currently aiming for June to host the 2021 Prime Day event. If Amazon goes ahead with this plan, the multi-day Prime Day sales event will most likely take place mid-month, multiple sources said.
Amazon spokesman Katie Larsen declined to confirm or deny June's goal for Prime Day.
The event, which lasted two full days last year and is exclusive to Amazon Prime members, began in July 2015 as a way to increase spend on Amazon and Prime sign-ups during the summer shopping break. It took place in July through the 2019 event. But last year, the pandemic created operational and logistical challenges that convinced the company to delay Prime Day until October. Multiple sources said Amazon has also considered adding another shopping event around the fall, even with Prime Day returning to summer. It is unclear whether such an additional event is still under consideration.
It's also unclear why the company would move the event slightly to June instead of keeping it in the normal July window. A source speculated the timing could be affected by Wall Street. More specifically, Amazon executives want to boost sales in the second quarter of the year to aid in financial comparisons to the second quarter of 2020, when Amazon's revenues grew by above-average 40 percent amid lockdown-fueled inventories. June is in the second quarter of the year, while July is in the third.
Prime Day, founded by the company, offers discounts on a wide variety of goods to the more than 150 million Amazon Prime members worldwide. The event has also become a way for Amazon to increase awareness and sales of its own branded merchandise, from Amazon Echo and Kindle gadgets to its own clothing lines. Working groups have occasionally used the event to protest the conditions of warehouse workers and call for consumer boycotts.
This year's event will take place amid the backdrop of the largest US labor struggle in Amazon history. Thousands of Amazon workers in Alabama who help pack, collect, and ship Prime orders recently voted to unite; the results of the vote are due soon and could lead to more unionization at other Amazon facilities in the US.