Amazon plans to launch a mid-year sales festival to replace Prime Day

New mid-year promotion festival - Summer Sale

In the past few months since the outbreak, Amazon's sales have been skyrocketing, and people who are forced to stay at home have flocked to online platforms to shop. Amazon has also been busy because of the surge in orders during this period. The mismatch between transportation capacity and demand has led to a large number of order delays and slow shipments (which is also one of the reasons for the postponement of Primeday).

In fact, in addition to Amazon, sales growth on other e-commerce platforms is also soaring. According to foreign media data, Target's online sales increased by 141% year-on-year in the last quarter, while Walmart increased by 74%, and Etsy's sales in April increased by nearly 80%.

Amazon's Prime Day, which is held regularly in mid-July every year, has already helped many consumers develop certain consumption habits. Even if the promotional festival is postponed, this huge wave of demand will not disappear directly.

If Amazon had simply postponed Prime Day, some consumers would have chosen Walmart, Target and other platforms to satisfy their shopping needs in mid-July. The decision to postpone Prime Day has become a wedding dress for others, and such a loss is absolutely intolerable to my brother-in-law.

The news that was exposed this time is that Amazon is discussing internally that it will launch a new mid-year promotion (the name has not yet been decided, and it is called "Summer Sale" in the recording) to retain this wave of consumer demand in the middle of the year.

Apart from the fact that Amazon is planning such a promotional festival, there are not many detailed information in the leak. However, since the purpose is to digest mid-year demand, the events of the new promotional season are likely to be held on the original date of Prime Day (that is, mid-July).

I also speculate that this new mid-year promotion may have another purpose - to pave the way for Prime Day.

New promotions, the pioneer of Primeday

Even my brother-in-law himself did not predict the surge in Amazon's sales this year. The skyrocketing demand in March and the shortage of manpower caused by the epidemic directly hit the FBA capacity. Amazon had to suspend sellers from entering the warehouse, and the delivery time was delayed by a month. It also urgently recruited more than 100,000 warehouse positions, and it was not until recently that it recovered.

In other words, Amazon's current delivery capacity is just enough to cope with weekday orders. If there is a big promotion festival at this time, the consequences will be disastrous. Perhaps the orders placed on that day will have to be delayed until several months later for delivery.

You have to know that members come for the incredible one-day and two-day delivery. If the delivery time really takes two months, it will definitely be a fatal blow to Amazon Prime's golden signboard.

Amazon is not sure how much traffic it can get during the current promotional festival. After all, no one has ever seen such a situation this year. In order to avoid any problems during its most important Prime Day, it is a wise choice to launch a new event before Prime Day to test the waters.

And if Amazon's delivery capacity recovers well, it will be able to achieve two-day or even one-day delivery time again in July. The new event is also an opportunity to demonstrate its incredible delivery time to consumers and lay a good mass foundation for Primeday in September.

Therefore, this Summer Sale will also be a promotion festival for all categories, and Amazon is likely to try out some new gameplay in this event.

Sellers who have recently replenished a lot of inventory must not miss this mid-year opportunity. The sales situation this time will also affect the performance of Primeday! I guess this event should still be in the form of sellers self-declaring LD to participate.