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Amazon Early Prime Access Sale Is a Prime Day Redux

Amazon Prime delivery person in van sorting packages, Queens, New York.
Amazon Prime delivery person in van sorting packages, Queens, New York. Getty Images

Amazon Prime Day has already taken place in 2022, in July. But Amazon, which earlier in 2022 raised its subscription rates, is bucking tradition for the first time: A second two days of Amazon Prime Day-like deals is on for October, specifically Oct. 11-12. It's called Amazon Prime Early Access. That could mean a boost to Amazon’s bottom line right before the holiday shopping season and loads of deals for shoppers looking to get a jump on their end-of-the-year holiday shopping.

This new Amazon Prime benefit could also buoy the spirits of Prime members tired of seeing their perks slashed.

However, Amazon is steering clear of calling it “Prime Day” and is instead calling the event “Prime Early Access Sale” – “early access” presumably pointing to Black Friday, which is six weeks later, and the usual start of the holiday shopping season.

But that could be a double-edged sword for Amazon. Scheduling a huge sales event so close to the critical “peak trading” season could undercut holiday shopping volumes, even if it provides an October boost. Battered by high gas prices earlier this year and soaring grocery bills, shoppers could be more tightfisted as inflation worries endure. But Amazon may be facing the same pressure as a lot of retailers: lots of excess inventory; no time to wait to unload it.

It wouldn’t be the first time Amazon held a major sales event in October. In 2020, Amazon was forced to move Prime Day, typically held in the summer. Pandemic demands and supply chain issues forced that move – but back then, the story was about product scarcity. Since then, Amazon has moved Amazon Prime Day back to summer. It was held in July this year. Amazon reported Amazon Prime Day 2022 was its biggest ever, although it did not release specifics (Adobe Digital Economy Index reported overall online sales during the two-day event were $12 billion, up from $11 billion on the same two days of Amazon Prime Day 2021).

For Prime Early Access, expect Amazon Prime Day deals ringing the loudest on Amazon’s proprietary electronics (including smart home devices, Fire TV, Echo and Blink devices) to be top sellers, along with beauty products, other personal care items, vacuums and clothes. Amazon said those were the top sellers during the July Amazon Prime Days.

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