“This is a store invention” is a common phrase when it comes to any sale period, from Christmas to Mother’s Day, or more recently Black Friday or Singles Day. But rarely is it more true than with Amazon Prime Day, the two days that the giant founded by Jeff Bezos launches in the summer to boost consumption thanks to sales on certain products. And if something works, why not do it twice?
That is what the Seattle company must think, which is considering launching a replica next October despite the fact that it has already taken place on July 12 and 13. In this way, it would be halfway between the sales days of less than a month ago and the American shopping season leading up to Christmas, when Black Friday and Cyber Monday are linked at the end of November.
According to US media reports, the name that these new sales would receive would be “Amazon Prime Early Access Sale” (Early Access Offers), which is considered “one of the best sales events of the year and Prime members would be crazy if they lose it,” according to internal company documents seen by Insider.
It is not surprising that Amazon risks ‘tiring’ the consumer with a new sales session, given that its last Prime Day has once again been a success. The company announced that on July 12 and 13 they managed to sell more than 300 million products, which was its historical record. Although the retailer does not report the sales amounts, analysts estimate that the figure exceeded 12,000 million dollars.
If the new ‘Prime Early Access Sale’ finally materializes, Amazon could mitigate the impact that inflation is having on sales in the sector. Although in its revenues it presented higher than expected, with more than 121,000 million dollars, other giants in the sector, such as Walmart, have been cutting their profit forecasts due to the effect that the increase in prices may have on the consumption habits of the clients.
In fact, inflation is one of the reasons that the Bezos firm has used to increase the rates it charges its Prime customers in several European countries. In Spain, it will translate into a from September. They will also increase in the UK, Germany, France and Italy. Thus, these countries represent a continuation of a company strategy that began last February by raising the prices of the Prime service in the US.
Amazon Prime Day was born in 2015, ten years after the subscription service that gives advantages in shipping and other services to customers emerged, and two decades after the creation of the company. The company does not offer subscriber data, but in April 2021 it did reveal that it had exceeded 200 million Amazon Prime customers worldwide.
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