It’s official – Prime Day is coming June 21-22

Amazon has confirmed the timing of its annual two-day Prime Day sales extravaganza. 

As had been previously speculated, the 2021 edition of Prime Day will be held Monday, June 21 – Tuesday, June 22. In a press-only digital briefing, Amazon officially announced the dates and also revealed information about what types of deals and discounts will be offered, particularly from small-to-mid-sized retailers selling on the Amazon Marketplace platform.

For Prime Day and throughout the rest of 2021, Amazon says it will invest more than $100 million to support small businesses selling on Amazon, including promotional activities to encourage customers to shop with them. Small-and-medium-sized businesses (SMBs) will offer more than 1 million deals during Prime Day 2021. Prime members can shop a curated collection of local Black-owned, woman-owned, military family-owned, and other small businesses at amazon.com/SupportSmall.

In addition, from Monday, June 7 – Tuesday, June 22, Amazon will offer a $10 credit to use on Prime Day to members who spend $10 on select small business products and brands based in the U.S., including products from Amazon Handmade and Amazon Launchpad. Small business promotions will also run in the U.K., Spain, Germany, Italy, France, and Japan. 

More than 300,000 of a total of more than 2 million third-party Amazon sellers are eligible for the “Spend $10, Get $10” promotion—more than twice as many as in 2020. During the “Spend $10, Get $10” promotion, Amazon Prime Rewards Visa Card and Amazon Prime Store card holders with an eligible Prime membership will also earn 10% back in rewards on small business purchases. And Amazon Echo voice-activated device owners in the U.S., the UK, and Germany can say, “Alexa, shop small business” to discover products eligible for this promotion. 

Furthermore, on Monday, June 7, customers can shop alongside celebrities Kristen Bell, Karamo Brown, and Mindy Kaling via the Amazon Live livestream shopping platform. During the event, small business-owners will discuss their products. Throughout Prime Day, Amazon Live will spotlight deals curated from small businesses across Amazon.

In total, Amazon will offer over 1 million global deals across all categories, including Amazon devices, during Prime Day. Major brands including Tommy Hilfiger, Lego, Mattel, and Black and Decker will participate. Deals will be available in all of Amazon’s brick-and-mortar store banners, as well as on its e-commerce sites. Prime members can begin shopping for early deals on Amazon devices via Alexa and Echo on Friday, June 18.

Amazon also revealed there are currently more than 200 million members of its Prime paid membership program worldwide (customers must be Prime members to receive Prime Day discounts, but can sign up for a 30-day free trial subscription to qualify). The e-tail giant said Prime members saved more than $1.4 billion globally on Prime Day deals in 2020. 

Amazon typically does not release specific overall sales figures for Prime Day, but analysis from Digital Commerce 360 shows that in the 19 countries (including the U.S., U.K., and Canada) where Amazon holds Prime Day, the e-tail giant generated $10.4 billion in sales during the 2020 event.