Amazon is running a second Prime Day sale in October

Packages move along a conveyor belt at an Amazon Fulfillment center on Cyber Monday in Robbinsville, New Jersey, on Monday, Nov. 28, 2022.

Stephanie Keith | Bloomberg | Getty Images

Amazon is hosting a second Prime Day-like sales bonanza in October, the company announced Tuesday, seeking to hook consumers planning to start their holiday shopping early.

The company didn’t share exact dates for the event, called “Prime Big Deal Days,” but said it will be held in 19 countries. Amazon last year added two separate shopping events for members of its $139-per-year Prime loyalty club, with the event seeing mixed success, according to data from third-party analysts.

Amazon first created Prime Day in 2015. The discount celebration is partially designed to secure new Prime subscribers, to promote Amazon’s products and services, and to provide a sales boost in the middle of the year.

The company held a 48-hour Prime Day event in July that boosted U.S. online sales 6.1%, resulting in $12.7 billion, according Adobe Analytics. Amazon said it sold 375 million items worldwide during the event, and last week issued upbeat guidance for the third quarter, which analysts said is a reflection of strong Prime Day results.

The Prime Day sequel comes as retailers are bracing for a downbeat holiday spending season this year, according to the latest CNBC Supply Chain Survey. About two-thirds of respondents said they expect consumers to be searching for discounts, and 71% expect shoppers to cut back on spending in response to inflation.

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