Amazon Adds Second Prime Member Sales Event in October

Amazon.com Inc. AMZN 1.20%

has added another Prime Day-like event to its annual sales calendar.

The retail giant said on Monday that its 48-hour “Prime Early Access Sale” will take place on 11-12 October for members of its Prime subscription program. The two-day event continues a recent trend of Amazon holding sales events over multiple days to maximize its revenue.

Amazon already offers Prime members a July shopping extravaganza on its annual Prime Day. The company said customers bought more than 300 million items during its July Prime Day event, which was held on July 12-13. July.

The event is meant to mark the start of Amazon’s Christmas shopping season, offering deals at a time when shoppers are being squeezed by inflation. US consumer prices rose 8.3% in August from a year earlier as inflationary pressures remained strong.

Offers from the October sale will be available in 15 countries, including the US and UK, as well as China, France and much of Europe.

As part of the October event, Amazon will introduce a new Top 100 list of some of the season’s most popular products. The list will be released on October 11. Items will go on sale starting at midnight Pacific Time, the company said.

Amazon shares closed up 1.2 percent on Monday.

The Seattle-based company indicated its plans to add a second Prime Day this summer when it notified some sellers of a fall event and asked them to submit offers.

The October sales could help Amazon boost revenue in the fourth quarter, its most important period of the year, as high national inflation continues.

The line between Amazon and Walmart is becoming increasingly blurred as the two companies seek to maintain their share of the estimated $5 trillion retail market while cutting into the other’s share, often by borrowing the other’s ideas. Photos: Amazon/Walmart

The second Prime event also signals that Amazon is looking to expand on the success of Prime Day, which it has held since 2015 and typically generates billions of dollars in revenue for the company.

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Amazon has previously held a Prime Day in the fourth quarter. In 2020, it moved Prime Day from the summer to the fourth quarter after the early days of the pandemic caused an overwhelming amount of orders on its website, prompting the company to reschedule.

That year, research firm Insider Intelligence estimated Amazon earned about $6 billion from the event, adding to the company’s $125.5 billion in fourth-quarter sales. Analysts at FactSet expect Amazon’s revenue in the fourth quarter of this year to top $156 billion.

In August, Amazon told third-party sellers using its shipping services that it would introduce a “holiday peak fulfillment fee” from October 15th to January 14th. The new fee is expected to increase costs for sellers in the US and Canada by an average of 35 cents per sold item, according to an email sent to sellers seen by The Wall Street Journal.

Write to Ginger Adams Otis at Ginger.AdamsOtis@wsj.com

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