When is the next Amazon Prime Day and everything you need to know (2023)

What is Prime Day?

Prime Day is now Amazon's biggest sale of the year. It usually takes place in the summer months. In 2022 it was July 12th and 13th. The annual two-day sale event is for Prime members only.

The 48-hour event started at 3 a.m. M. EDT on July 12. The first offers started on June 21st.

In how many countries does Prime Day take place?

Amazon Prime Day takes place in more than 20 countries including:

• The United States
• You have
• England
• Austria
• Australia
• Belgium
• Brazil
• porcelain
• France
• Deutschland
• Italy
• Japan
• Luxemburg
• Mexico
• The Netherlands
• Portugal
• Singapore
• Spain

For the first time it will also be available in Poland and Sweden.

Retailers scheduled to participate include Casper Sleep Inc., #180 in theDigital Commerce 360 ​​Top 1000, iRobot Corp. (#374) and Bose Corp. (No. 74). Amazon takes 1st place.

Amazon Prime Day and Market Vendors

Despite the presence of these e-commerce heavyweights, Amazon is marketing this year's Prime Day sale as supporting small retailers.

As part of the Earn Big by Supporting Small initiative, buyers who purchase eligible small business products between June 21 and July 11 have the opportunity to do soto win rewardsas tickets to Super Bowl LVI. In addition, Amazon will introduce a "Small Business Badge" that will be made available to Prime membersidentify productsof small business brands and curated store collections. These include small businesses owned by blacks, women, and military families.

Prime Day, which features deals on many products on Amazon.com, began in 2015 as a celebration of Amazon's 20th anniversary. It became a summer sale aimed at generating additional business for Amazon and retail sellers ahead of the holiday shopping season. In recent years, other major retailers have offered promotions on their own websites around Prime Day to capitalize on additional online shoppers.

With potential sales like this, many retailers are looking forward to Amazon Prime Day.

"We think Prime Day is important to us every year," said Janet Latuga, director of digital marketing at Shire City Herbals, a manufacturer of health-focused beverages. “We always see a surge in sales and try to take advantage of as many offers as possible. We run a flash sale, exclusive Prime discounts, and coupons on different ASINs so none of the offers overlap. We're just doing a flash sale because the Prime Day fee is a bit high ($300-$500) and our product isn't that expensive, so we have to sell a lot. As the dates for Prime Day have changed over the past few years, it's getting a little harder to compare year-to-year sales, but we're certainly happy to use this to drive sales, generate extra exposure and the opportunity to to win new customers.”

Are the market vendors fans of Prime Day?

Despite the sales potential, not all sellers are fans of Prime Day. The cost of participation has become too high, they say.

"Over the past two years, the Amazon Prime program, both FBA and Seller-Prime Prime, has become too expensive and burdensome for our business," Adam Greenberg, owner of Northshore Care Supply, told Digital Commerce 360. "So we got together seen. forced to retreat. of these shows to focus on other channels. We still list our products on the Amazon marketplace, but without the benefits of Prime."

Greenberg said his company is likely to qualify for the small business badge on his marketplace page and he's "investigating the process with Amazon."

Still, he doesn't care about Prime Day and says neither do his customers.

"Many of our customers have switched from Amazon Prime to other channels since we had to abandon our Prime offerings due to excessive costs and onerous requirements," he said. He noted that "our items are essential medical supplies that waiting to sell is too risky for customers."

Not everyone is a fan of Amazon Prime Day

This year, consumers plan to spend a total of $388 on Prime Day this year (at Amazon and other retailers). They plan to spend $233 at Amazon and $155 at other stores, according to survey data from RetailMeNot. That's a total of 35% less on Prime Day (at Amazon and other stores) than last year and 29% less at Amazon on Prime Day alone.

RetailMeNot, which operates coupon websites, and research firm Alchemer surveyed 1,137 US adults ages 18+ in April 2022 about their plans for Prime Day.

“This year, with one of our newest products, our data has consistently highlighted the trend of consumers spending less overallSurveyshows more than half (61%) ofAdults say they're likely to cut back on spending this summer because of inflationKristin McGrath, editor of RetailMeNot's The Real Deal, told Digital Commerce 360. "However, many people know that Prime Day is one of the best times of year to shop for deep discounts. So when they're saving on larger items like appliances, a laptop or smart home device, or a TV, shoppers are strategically buying Prime as their next chance to snag a great bargain, even when they can control their purchases and impulsively buy many items of lesser value”.

The timing of Amazon Prime Day comes as no surprise

According to an announcement to sellers using the Fulfillment by Amazon (FBA) service, market experts expected Prime Day 2022 to fall on the week of July 11 or 18.

On March 2nd, Amazon.com Inc. posted a message on its online community Seller Central that readFBA inventory close is June 20th. By then, that means third-party sellers selling on Amazon Marketplace will need to ensure they have enough goods in Amazon fulfillment centers to meet Prime Day demand. In the FBA system, Amazon stores, packs, picks, and ships orders for sellers from its global network of fulfillment centers.

"Barring major setbacks and based on the data and timing of the information on Seller Central, all stars are pointing to July 11 or 18," said Fahim Naim, Amazon director at Advantage Unified Commerce, an e-commerce marketing agency. Advice . he told Digital Commerce 360 ​​in March.

Naim said the FBA inventory deadline has averaged 24 days before Prime Day over the past three years. July 14, a Thursday, falls 24 days after June 20 of this year.

Why is Amazon Prime Day in July?

It was extremely unlikely that Amazon would choose the first Monday in July this year, Independence Day.

“Amazon is generally cautiousdo nothing around July 4 due to consumer shopping and travel habits. You can't expect consumers to be at their computers that day,” Naim said. “The card is almost off the table. They just won't have Prime Day on July 4th."

Naim predicted July 11th as the most likely day, giving it a probability of 70%. He gave July 18 a 30% chance.

Bradley Sutton, chief e-commerce strategist at Helium 10, agreed. Helium 10 creates optimization tools for sellers on Amazon and Walmart marketplaces.

"I'm predicting mid-July," Sutton told Digital Commerce 360 ​​in March, citing a June 20 deadline. "Amazon also takes two to three weeks to gather all inventory once it comes in, so we can probably expect Prime Day to happen within the first two weeks of July."

Sellers who wanted to offer Prime Day deals had until April 29 to submit a proposal for consideration, Amazon said.

Preparing for Prime Day

Given this timeframe, sellers had to act quickly.

"Especially if you're ordering from China, it's important to order right away because delivery can take two or more months to arrive," Sutton said in Marchreports that factories in Shenzhen that manufacture Amazon products have been closeddue to another outbreak of COVID-19.

Dani Nadel, President and COO of Feedvisor, said Feedvisor has urged customers to start strategizing for Prime Day before mid-April. Feedvisor is an advertising and pricing platform for Amazon sellers.

“There are a variety of strategies you can use to better prepare, such as: For example, assessing inventory levels and upcoming shipments to avoid stock-outs, analyzing your pricing approach, and detail pages for popular SKUs,” Nadel said in an email to Digital Commerce 360 Start weeks before the event to continuously adjust and optimize bids, keywords and ad spend.”

In 2021, Prime Day was June 21-22, the earliest day it was celebrated. For the first five years of the sales event, Amazon celebrated Prime Day in July. In 2020, Amazon postponed the event to October due to the pandemic.