Amazon Prime Day II will be on sale October 11-12

Amazon It hosts another Prime Day-like deal next month, the first time it’s held two such events in the same year.

The company said Monday that the event, called the “Prime Early Access Sale,” will take place October 11-12. Jamil Ghani, Vice President of Prime, said in an interview that the event is open only to members of Amazon’s Prime subscription program, and will feature “hundreds of thousands” of holiday deals.

CNBC I previously reported that Amazon began contacting sellers about the event in June.

Prime Day, which began in 2015, is usually held once a year during summer. But Amazon adjusted the timing of the event in 2020 and 2021, as the Covid-19 pandemic strained its operations. The company has also tried other discount events, such as to sell clothesa Pet focused event and fall beauty.

Ghani declined to say if Amazon plans to host more than one sales event for Prime members in the future.

By setting a deal event for October, Amazon is playing into a trend that has gained momentum in recent years. Major retailers have started announcing promotions ahead of Black Friday and Internet Monday, largely because of that More sales go online.

The new sales event could help kick off holiday shopping early for Amazon as the company looks to slow e-commerce sales and a host of economic challenges, including potential recession, high inflation, high interest rates and the over-expansion it has done during the pandemic.

Holiday sales are expected to grow compared to last year, but will likely be driven by higher prices, according to Holiday Sales (a) Forecast of Bain & Co.. Shoppers are likely to look for more discounts than usual because their wallets are feeling the pressure.

“These days, people don’t miss out on trying to increase the dollar,” Ghani said.

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