Positioning the sale in October is Amazon’s attempt to kick off the holiday shopping season, said Jessica Young, director of research at market research firm Digital Commerce 360. 11-12, just three months after Amazon’s summer mega sale. For the first time ever, the retailer is hosting two member-exclusive Prime Day-esque events in one year - the Prime Early Access Sale is happening Oct. This fall, Amazon is expanding Prime Day even more. This is in line with the trajectory Prime Day has taken since it was first held in 2015 - Amazon continues to scale Prime Day to record-breaking heights every single year. In July 2022, Amazon hosted its most successful Prime Day yet - despite retailers reporting shifts in shopping habits in part due to inflation, Prime members worldwide purchased more than 300 million items and saved over $1.7 billion during the two-day sale, the retailer said.
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