An Amazon delivery man pulls a delivery cart full of packages during its annual Prime Day sale in New York City, June 21, 2021.
Brendan McDermid | Reuters
Amazon’s big annual Prime Day sale will return on July 12 and 13, the company announced Thursday.
The event is also a huge revenue generator for other retail sites, which often offer competing discounts to consumers. Target announced its rival Deal Days later on Thursday, which will take place July 11-13.
Last year, total e-commerce sales during the two-day shopping event reached $11 billion, according to Adobe Analytics. That number was still slightly higher than Cyber Monday’s 2020 totals, although this represents a 24-hour period instead of 48 hours.
The Amazon sale starts at 3am on July 12 and lasts for 48 hours in several countries including Poland and Sweden for the first time. It will host the event for other countries such as India, Saudi Arabia and the United Arab Emirates at the end of the summer.
Amazon said more third-party sellers will participate this year. Some sellers told CNBC last year that they saw the event as an opportunity to increase brand awareness, even if they didn’t lower prices, sometimes due to high consumer spending or supply chain issues. Amazon’s announcement of Prime Day results for 2021 was relatively muted compared to previous years.
Core members will have access to early bird deals starting June 21, including up to 55% off on select Amazon devices such as the second-generation Echo Show 5, Kindle Paperwhite, and eero mesh Wi-Fi routers.
Other early deals include Fire TV smart TVs starting at $89.99, a savings of 47%.
Members can also save 20% on select items at Amazon Fresh stores in the US starting June 29. Amazon said this benefit will be available year-round to Prime members who pay with the Amazon app or a card registered to their account.
Amazon will also be holding prize draws, including Super Bowl tickets, a cast meeting for Prime Video’s new “Lord of the Rings” series, and Amazon gift cards. Every dollar spent on eligible small business products between June 21 and July 11 will give customers a chance to win prizes.
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