Skip to content

Amazon Plans Second Prime Day in Appeal to Deal-Hungry Shoppers

  • Event to run on Oct. 11 and Oct. 12 and target early shoppers
  • Retailers bracing for slow holiday season amid high inflation
An Amazon fulfillment center in Robbinsville, New Jersey.

An Amazon fulfillment center in Robbinsville, New Jersey.

Photographer: Michael Nagle/Bloomberg

Amazon.com Inc. will hold a second Prime Day sale on Oct. 11 and Oct. 12 to boost sales among cost-conscious consumers who are expected to start their holiday shopping even earlier this year. This marks the first time the e-commerce giant has hosted the event twice in the same year.

Retailers are bracing for a lackluster holiday that will require deep discounts to move a glut of inventory. Many consumers, meanwhile, are planning to cut back because higher food and fuel costs have left them with less to spend.