Amazon’s second Prime Day sale will take place Oct. 11-12

Workers collect boxes from an Amazon fulfillment center on Prime Day in Raleigh, North Carolina, U.S., Monday, June 21, 2021.

Rachel Jesse | Bloomberg | Getty Images

Amazon is hosting another Prime Day-like bargain next month, marking the first time it has held two such events in the same year.

The company said on Monday that the event, which it calls the “Prime Early Access Sale,” will take place October 11-12. The event is only open to members of Amazon’s Prime subscription program and will feature “hundreds of thousands” of vacation deals, Prime vice president Jamil Ghani said in an interview.

CNBC previously reported that Amazon began contacting sellers about the event in June.

Prime Day, which started in 2015, usually takes place once a year during summer. But Amazon changed the schedule for the event in 2020 and 2021 as the Covid-19 pandemic strained its operations. The company also experimented with other discounted events, such as as selling clothesa pet-focused event and one fall beauty event.

Ghani declined to say whether Amazon plans to hold more than one sale event for Prime members in the future.

By hosting a trade event for October, Amazon is playing into a trend that has gained momentum in recent years. Major retailers started announcing promotions long before Black Friday and Cyber ​​Monday, largely because more sales are moving online.

The new sales event could help revive early holiday shopping for Amazon as the company looks down on slowing e-commerce sales and a host of economic challenges, including a potential recession, soaring inflation, a rising interest rates and the excessive expansion it has undertaken during the pandemic.

Holiday sales are expected to increase from last year, but much of the increase will likely be due to higher prices, according to a forecast by Bain & Co.. Shoppers will likely be looking for discounts more than usual as their wallets will be put to the test.

“It’s not lost on you or me these days that people are trying to make their dollar grow,” Ghani said.

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