Amazon Confirms Prime Day Dates, Details Deals

After media speculation swirled around the event last week, Amazon has confirmed that the 2020 version of its annual Prime Day event will be held on October 13 to 14 and detailed deals it has launched leading up to and for the initiative.

The two-day shopping event will offer Amazon Prime members more than one million deals across every product category it carries. Prime Day kicks off at midnight Pacific time on Tuesday, October 13 and runs through Wednesday, October 14 for Prime members in the United States, the United Kingdom, the United Arab Emirates, Spain, Singapore, Netherlands, Mexico, Luxembourg, Japan, Italy, Germany, France, China, Canada, Belgium, Austria, Australia, and, for the first time this year, Turkey and Brazil.

Already, Amazon has launched holiday-oriented deals and products in home, toys, television, electronics, fashion, beauty, kitchen and Amazon devices, according to the company, and those will continue to run into a focused peak starting on October 13 at

Among home categories, Amazon has launched deals in the lead up to Prime Day that include savings of “up to 20% or more,” on furniture brands including Modway, Lane Home Furnishings, Walker Edison and Nathan James.

As part of the Prime Day initiative, Amazon will increase its commitment to small business selling partners by designing the event to support their operations. Through October 12, Amazon will offer Prime members a targeted $10 credit. Members can use it on Prime Day when they spend $10 on items sold by select small businesses in Amazon’s store. For this Prime Day and holiday season, Amazon will spend more than $100 million on new promotional activities to help small businesses worldwide increase their sales and reach new customers during a particularly difficult, COVID-19 fraught year, the company noted.

To make it easy for customers to support small businesses, Amazon has created new curated collections to connect customers with local small businesses. Throughout Prime Day, Amazon Live will feature deals curated from small businesses across Amazon. Viewers will have the chance to hear directly from business owners, learn more about their products and shop their Prime Day deals during a recurring segment called Small Business Showcase.

“In the midst of an unprecedented year, we’re committed to making this the most successful Prime Day ever for our small businesses and excited for Prime members worldwide to discover new ways to support local entrepreneurs and save big on everything they need and love,” said Jeff Wilke, Amazon CEO worldwide consumer. “This year’s Prime Day is the perfect opportunity for Prime members to get their holiday shopping done early from the comfort of their homes, and to have more time to spend with their families and friends throughout the season.”