The date for Amazon Prime Day 2020 would occur in August 2020, not July, offering a month's reprieve from what is normally a marathon of epic deals. It is the right decision for everyone. People still need to save money, now more than ever, but the first day of this year needs to be timed right: for consumers, Amazon employees, suppliers, and all manufacturers. Officially, Amazon hasn't said much. There is only one line on their website: "The first day of 2020 has not been announced." But Reuters released an exclusivity in April, noting that it will be delayed until "at least August", citing internal meeting notes. Amazon hasn't made a decision, or at least made it public. That being said, it all points to the fact that August makes the most sense, if it happens on the first day of 2020.
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(Image credit: Amazon)
![Amazon Prime Day]()
(Image credit: Amazon)
Everyone needs time to stay safe and recover
Above all, Amazon must ensure that its employees are not vulnerable to new Covid-19 infections before even considering a Prime Day 2020 date. There are many unknowns preventing this decision from happening at this time. . So far, seven Amazon employees have died from Covid-19, the Daily Mail reports. The company needs to make sure its warehouse and subcontractors are safe, and so far we don't have all the facts. Amazon has an ongoing Covid-19 blog, which begins with a statement: "Our main concern is ensuring the health and safety of our employees, and we plan to invest approximately €4 billion from April to June in COVID Initiatives to deliver products to customers and keep employees safe." Prime Day puts a strain on warehouse and delivery workers. In the past, we've talked to drivers who notice that the actual dates of the sales aren't bad for them: it's the two days after the sales that stress them out. Now imagine feeling this during the end of a pandemic. Similarly, consumers need to better understand how the economy will recover and make sure their jobs are secure before making big purchases. Anyone who's been laid off recently is no doubt less eager to splurge in July.
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(Image credit: Amazon)
But people still have to save ... and sell
If consumers are really driving big purchases and Amazon is prioritizing essentials right now, there will be pent-up demand for both buying and selling in August. Or at least that's the hope for Amazon Prime Day 2020. What's on sale today? Our data shows that people are adjusting to the sudden work-from-home lifestyle by buying webcams and monitors. They are usually out of stock. It's not just masks and cleaning products that are flying off store shelves. Consumers are holding off buying big tickets until they know more about the economic recovery and long-term job security. This confidence is more likely to start to return in August than in July. Meanwhile, manufacturers hold inventory in warehouses, and many are banking on the year-over-year increase in day-one sales to offset the July slumber. Companies have also delayed product announcements. There is pent-up demand at both ends.
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(Image credit: Amazon)
Everything beyond August is approaching Black Friday
Pushing Amazon Prime Day until "at least August," as Reuter reported, doesn't mean it will happen in August. It could happen later or be removed entirely. But this is our thought: Pushing the date of the first day beyond August can happen in a crowded season. In September, we expect Apple to announce the iPhone 12 (which won't be for sale through Amazon) and control the media storytelling (not to mention consumer budgets). How about October or beyond? Well, that runs an even bigger risk: Black Friday 2020 and Cyber Monday both take place in November. Sure, it's the end of November, but retailers start sales on or before November 1st.
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(Image credit: Shutterstock)
August is Goldilocks month for Prime Day
July may be too early for the safety of Amazon workers and the return of consumer confidence. People will need more haircuts in June than they need a new 4K TV or a lower-priced laptop. But anything from September seems too late to have the impact Amazon and manufacturers need. This leaves August as the best option for Day One 2020. When will Amazon finally announce the official Day One date? We usually only know the date two weeks before it happens, so even if it was July, we wouldn't know today. In fact, Jeff Bezos and the company may not know when to launch Prime Day internally. Amazon is probably expecting the same data regarding new Covid-19 infection rates and consumer confidence that we all expect.