Amazon Prime Day, which normally takes place in mid-July, has been postponed. Thanks coronavirus.
“This year we will celebrate Prime Day later than usual, while ensuring the safety of our employees and supporting our customers and sales partners,” an Amazon spokesperson said in a statement.
The change in consumer behavior during the coronavirus pandemic has benefited Amazon (AMZN) more than any other business: its shares rose 73% this year, more than all but four S&P 500 (SPX) companies. As people remain at home, fearful of infections, Amazon has become one of the most essential services in the world.
However, that large increase in demand has caused shipping delays, shortages, and other inconveniences that Amazon has worked hard to correct. It hired 175,000 new workers during the pandemic to work in its warehouses to meet demand.
That makes a mega-selling event like Prime Day that much harder to do safely. Workers have complained about Amazon’s security conditions during the pandemic, although the company has said its protocols keep workers as safe from the virus as possible.
The company said Prime Day will be held “later this year,” and will share more details of Prime Day soon.
However, India’s top members are in luck: their first day will take place from August 6 to 7, Amazon announced. All the others will have to endure.
Prime Day has become a summer right for millions of Amazon Prime members. It’s Amazon’s Christmas version in July, and sales routinely beat Black Friday. Amazon has been lengthening Prime Day for the past five years of its existence, officially extending it to two days and offering pre-sale deals weeks before the big event.
The successful sales event has boosted Amazon sales, without question. But, more importantly, Prime Day increases loyalty. The vast majority of the company’s Prime Day deals are exclusive to Prime members – the $ 120-a-year subscription offering customers music, movies, TV shows, and free shipping. Core members remain loyal to Amazon, helping to further drive sales.
.
