Amazon Strikes Back at Walmart with a New Power Move

Apparently constrained again by only having one Prime Day, Amazon is taking a page out of its 2022 handbook and is offering another Prime Day series in October, just before the holiday shopping season.

The announcement appeared on LinkedIn on Aug. 8, with Doug Herrington, CEO at Worldwide Amazon Stores, calling the shot.

“This October, we’re bringing an exclusive shopping event to Prime members — Prime Big Deal Days!,” Herrington said. “I’m really excited for Prime members to discover some of Amazon’s best deals of the season across 19 countries including Australia, Austria, Belgium, Brazil, Canada, China, France, Germany, Italy, Japan, Luxembourg, Netherlands, Poland, Portugal, Singapore, Spain, Sweden, the U.S., and the UK.”

“We’ll share more details soon as we get closer to the event,” he added. “I can’t wait to give our Prime members access to exclusive early savings this season.”

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2023’s original Prime Days landed on July 11, and 12, earning Amazon $12.7 billion – that’s up from $11.9 billion in 2022.

In 2022, Amazon rolled out another second Amazon Prime Day on Oct. 11 and 12, raking in another $8 billion. 

While Amazon earned less money on its first October Prime Day in 2022, it shifted the U.S. holiday landscape by forcing other retailers to cost their products early, well before November’s Black Friday and Cyber Monday sales.

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“For the wider retail sector, Amazon’s decision is disruptive as it means spend will be pulled forward and the traditional calendar of discounting will be upended,” said GlobalData Managing Director Neil Saunders in comments to Retail Dive. 

The fact that Herrington cited Amazon Prime Big Deals as “Days” and not “Day”, should mean that once again, Amazon will roll out the carpet to its Prime users on back-to-back days, just like in 2022.

Since the event is exclusive to Amazon Prime members, non-members can get in on the action by signing up for Prime at $14.99 per month or $139 per year.