When is Prime Day 2020?

When is Prime Day 2020?

Amazon is holding out on announcing a date for Prime Day 2020, saying simply that Prime Day is delayed indefinitely until "later" this year.

Amazon has told sellers to mark Oct. 5 as a placeholder, but no official date has been announced yet. That's according to CNBC, as of July 3.

In all its past years, Prime Day has taken place in mid-July. So holding it in October is a big change. But, thanks to COVID-19, 2020 has been full of big changes for retailers.

Why is Prime Day delayed this year?

COVID-19 has left retailers scrambling and has distracted consumers. While shoppers have flocked to Amazon during the pandemic for necessities and groceries, it has struggled to keep up with the demand and fulfill its Prime promise of fast two-day-or-less shipping. As the Wall Street Journal points out, Amazon will need that extra couple of months to prepare its warehouses to ship the types of nonessential goods people buy during Prime Day.

Delaying Prime Day is also likely a result of public perception. While retailers have been able to throw online sales around other major holidays (such as Mother's Day and Memorial Day) without blowback, Prime Day is different -- it's essentially a birthday party Amazon throws for itself. And the company has been hit with controversy, given its warehouse working conditions amid the pandemic. The world may simply not be ready in July to get excited about buying Amazon's smart speakers and the other nonessential items Prime Day features.

How long is Prime Day 2020?

With no dates officially announced yet, we don't know how long Prime Day 2020 will be.

However, Amazon has established a pattern of lengthening Prime Day each year (it was 48 hours long in 2020). So there is a chance it could extend it by another 12 hours, which would mean Prime Day could last 60 hours. If it keeps up the pattern of adding 12 more hours of shopping each Prime Day, we could see the launch of Prime Week in the near future.

For reference, here are all the past dates of Prime Day:

2019: Monday July 15 (12 a.m. PT) to Tuesday July 16 (11:59 p.m. PT)
2018: Monday July 16 (12 p.m. PT) to Tuesday July 17 (11:59 p.m. PT)
2017: Monday July 10 (6 p.m. PT) through Wednesday July 11 (11:59 a.m. PT)
2016: Tuesday July 12 (12 a.m. PT to 11:59 PT)
2015: Wednesday July 15 (12 a.m. PT to 11:59 p.m. PT)

When will Amazon announce Prime Day 2020?

Amazon tends to announce the official dates of Prime Day two to three weeks in advance. In 2018, it announced Prime day on July 3. In 2019, it announced the dates on June 24, likely in an attempt to get the news out well ahead of the Fourth of July weekend).

Assuming an October Prime Day, we expect an announcement of the official date in mid-September.

What time will Prime Day 2020 start?

If Prime Day replicates its game plan from previous years, we predict deals will kick off at midnight PT on Oct. 5 and run until 11:59 PT on Oct. 6. There is a chance, however, it will extend deals into Oct. 7 (and continue its pattern of adding 12 hours to Prime Day each year).

Prime Day 2019 was the longest yet. Those who wanted to pounce on deals had to make an earlier start compared to the previous year: 3 a.m. on the East Coast, 2 a.m. in the Central Time zone, 1 a.m. in Mountain Time areas and midnight on the West Coast. The midnight (PT) start time was actually a return to the format of the first two Prime Days. In 2018, deals started right in the middle of the work day. And, in 2017, Prime Day kicked off in the evening.

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