Amazon Announces Oct. 10-11 as Next Prime Sale

Amazon.com announced on Monday that its next Prime Day sale will be held Oct. 10-11, promising deals as often as every five minutes during the 48-hour event. This is the second Prime Day event the online retail giant has held this year. During the July Prime Day event, the top-selling deal categories included home, fashion and beauty, with the Fire TV Stick, LANEIGE Lip Glowy Balm, Apple AirPods, and Bissell Little Green Portable Deep Cleaner among the top-selling items. Amazon said Prime members can expect "deep discounts" on items from brands like Dyson, Sony, Barbie, SharkNinja, iRobot, LG, Peloton, Jabra, and Betty Buzz by Blake Lively in October.

Total Retail's Take: Amazon is hosting a second Prime Day event in October as a way to kick off the 2023 holiday shopping season ahead of the traditional holiday shopping days such as Black Friday and Cyber Monday.

July's Prime Day event was the largest sales day in Amazon's history, with Prime members purchasing more than 375 million items worldwide. While Amazon didn't disclose how much customers spent, during those two days in July, consumers collectively spent $12.7 billion across all online marketplaces, according to Adobe Analytics.

Amazon also offered a fall Prime Day event in 2022 around the same time; this year, it has rebranded the event as "Amazon Prime's Big Deal Days." This year's Prime Day event, like years past, will extend the holiday shopping season into October as well as see similar sales events launched by competitors, including Walmart, Target, and Best Buy.