Report: Amazon Delays Prime Day Until October

Amazon is reportedly postponing its key shopping event, Prime Day, until at least early October due to the coronavirus pandemic, according to media reports.

The company had previously targeted the potential timing for Prime Day in September, but according to the report, Amazon informed third-party sellers that the date could be pushed back another month, according to an email which was viewed by CNBC and first reported by Business Insider.

The email advises sellers to use the week of October 5 as a “placeholder date” for Prime Day promotions and coupons, but cautions that “exact Prime Day dates have not been announced.”

“A definitive date will be announced as we get closer to the event,” the email stated.

An Amazon spokesperson told CNBC in a statement: “We have not made any announcements regarding Prime Day.”

Prime Day is typically held in July. The discount event is partially designed to secure new Prime members, as well as to promote Amazon’s own products and services and provide a sales boost in the middle of the year.