Robert Rodriguez/CNET
You might be thinking, “Wasn’t Amazon’s Christmas in July Prime Day enough?” Well, keep in mind that after the COVID-19 pandemic began two years ago, Amazon chose to hold Prime Day in the fall of 2020 and 2021. It didn’t have the same feel of sales events of summer that had Prime Day. Instead, people started shifting their holiday shopping earlier, especially after competitors like Best Buy, Target, Walmart and others also started offering their holiday deals earlier.
By the way, Fall Prime Day was a success for Amazon. The company said each event set a new Prime Day sales record.
To convince people to shop now, and not wait until the holidays, some retailers even offered price guarantees, effectively promising to refund the difference if customers saw the same products on sale during Black Friday, Cyber Monday and beyond.
With consumer confidence at record lows and economists warning that next year will be tough, retailers are understandably nervous about how much people will spend. The question is whether Amazon can recapture the success of its last two fall Prime Day events.