Report: Amazon is priming for major summer promotion

Dan Berthiaume
Senior Editor, Technology
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It won’t be Prime Day, but Amazon is reportedly preparing an online sale to begin June 22.

According to CNBC, Amazon is notifying sellers that it will host a seven-to-10-day “Fashion Summer Sale Event” on its site starting June 22. An Amazon document viewed by CNBC says participation in the promotion will be by invitation only and it is intended to “drive excitement and jump-start sales.”

Amazon is said to be using “Biggest Sale in the Sky” as a working title for the event, which still does not have an official name. Sellers were asked to submit products with discounts of at least 30% for consideration in the sale by end of day June 3. 

CNBC said it does not know exactly what items will be included in the sale or if it will be for Prime members only or open to the general public. Amazon declined comment.

Since 2015, Amazon has hosted its annual online Prime Day shopping extravaganza in mid-July. However, media reports have indicated the e-tail giant plans to postpone Prime Day this year until August or later, due to concerns over COVID-19. Prime Day, which analysts have estimated generated $6 billion or more in gross merchandise volume in 2019, is only open to Amazon Prime members. However, non-members can sign up for a free 30-day trial to participate.