As part of its Q1 earnings results, Amazon confirmed that Prime Day is scheduled for “later in the second quarter.” Although it has not confirmed a date, the company implied Prime Day will likely take place in June. Amazon provided a second-quarter outlook with net sales expected to be between $110 billion and $116 billion, representing growth between 24% and 30% compared with second quarter 2020.
Q2 is traditionally a slower time in the retail calendar. Amazon, by moving Prime Day to Q2, could be looking to soften the blow of revenue comparisons with last year, as we “celebrate” the anniversary of stay-at-home lockdowns when business took off for the retailer in 2020.
Last year Prime Day became a bit of a moving target because of COVID. While Amazon didn’t disclose sales numbers, it did promote the October event as breaking records for small and medium businesses worldwide, with sales surpassing $3.5 billion—an increase of nearly 60% from 2019.
“Prime Day is also a great opportunity for our selling partners to reach more customers and will make supporting small businesses a big focus again this year,” Amazon CFO Brian Olsavsky said. He added that the date change was made due to “a number of factors,” including the Olympics, which was initially slated for summer 2020 but postponed to July of this year. “July is a big vacation month,” he added. “It might be better … for customers, sellers and vendors to experiment with a different time period. We experimented the other way, obviously, in 2020 by moving it into October, but we believe that it might be a better timing later in Q2, so that’s what we’re testing this year.”
The official event date is expected to be confirmed later in the quarter and will span two days.
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