• Craig Gedey

What does the delay of Amazon Prime Day mean to Sellers?

Updated: May 29, 2020

Bad news for Amazon Sellers, news has emerged that Amazon will postpone its annual Prime Day until at least August as the worldwide impact of the coronavirus pandemic continues.

Prime Day started in 2015 and had been set to continue in July, although no firm date is published far in advance. But leading news agency Reuters has reported that the event will now be delayed, which it is estimated to produce a $100million hit on devices that might now need to be sold at a discount. Products like the Amazon Echo have been popular orders during Prime Day in past years, and those sales will not now happen in July. The report read: “The company does not disclose revenue from the event but has said merchants contributed to $2 billion in sales during Prime Day in 2019, which spanned 48 hours and 18 countries. Promotions for members of Amazon's loyalty club, Prime, have also proven an effective way for the company to draw more people during the event to subscribe, at $119 per year in the United States.” Its postponement provides another obstacle for third-party Sellers who relied on Prime Day to help boost the traditional summer lull, in what is becoming a year of significant adversity on the platform. Thompson and Holt managing partner Craig Gedey said: “First of all it is important to understand why Amazon is set to postpone Prime Day, something that they have yet to formally confirm in public having refused to comment on the reports.

What date will Amazon Prime Day be in 2020?

“In these unprecedented times, Amazon - like every other business in the world - is having to adapt the way it operates. The coronavirus pandemic has caused a surge in demand for both protective clothing and equipment and household staples. “Amazon has also had to deal with significant criticism of conditions in warehouses and the impact of widespread price gouging on the site. In addition to that, they now have a increasing role to play in getting supplies to medical and healthcare workers around the world. “Taking all of that into account, it’s not difficult to see why they have made this decision. However that does not help the Sellers that it will impact as they look to keep their businesses afloat in the most trying of circumstances. “Prime Day could offer them a glimmer of hope for the months ahead during what has been a bleak time. Amazon traditionally does not give much advance notice for the events, but given the current climate, it might be an idea for them to give an indication when Prime Day could be rearranged for to give Sellers something to build towards in coming months.

Will there be an Amazon Prime Day in 2020?

"Many Amazon Sellers will have already invested inventory and planned huge marketing campaigns all of which will now be postponed. This could have a detrimental impact on those Sellers many of whom may goes bust. Sellers may want to check any contracts they have with suppliers, warehouses or advertising agencies to see if they can postpone any additional costs. Amazon will need to keep communicating with Amazon Sellers so that the Sellers can plan for Prime Day. If Amazon are going to cancel Amazon Prime Day in 2020 they should tell the Sellers now.

What happens if Amazon Prime Day is cancelled in 2020?

"If Amazon were to cancel Prime Day this would have a huge impact on third party Sellers, the Sellers would mis out on what is usually their third busiest event of the year after Christmas and Black Friday and impact their revenue. If that does happen then the Seller s would be heavily reliable on Black Friday and Christmas.

"There is some glimmer of hope in that most Amazon customers are likely to increase their spend online because they are often restricted to their own homes, entertainment and travel is limited so customers should have more disposable income especially if their holidays have been cancelled. This should be good news for Amazon Sellers who sell high value items.

"Amazon Sellers should check their inbox for emails and updates from Amazon about Amazon Prime Day.

THOMPSON & HOLT® - Amazon Appeal Experts. Suspended Amazon Seller Account Appeal Consultants. Amazon Specialists. 


We are an independent Amazon Specialist firm based in Manchester, United Kingdom which was established in 2014. Over the years Thompson and Holt® has grown to become one of the UK’s leading Consultants in Amazon Seller Suspensions.


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