Amazon Prime Day 2020 is the next sale in the retail giant's annual event, following Amazon Prime Day 2019 which took place last July. And what a day that was. First off, the 'day' lasted 48 hours, which is a bit of a stretch of the definition of a day, but we're not complaining because it gave us more time to shop for some epic deals.
Amazon Prime Day 2019 kicked off at one minute past midnight on Monday 15 July and ended at midnight on Tuesday 16 July and, as Amazon had promised ahead of the event there were millions of items on offer for Prime subscribers and the best ever prices on many Amazon devices such as the Echo Dot, Kindles, Fire TV sticks and Fire tablets.
We had a great time digging through the offers to bring you the very best Amazon Prime Day deals and over the two day Prime Day sale period we posted over 100 articles highlighting deals in categories such as home appliances, fashion, smart home, gardening, and much more. Our mission on T3 is to help you live a smarter life and that means buying the right products for your needs at the very best prices, so Prime Day was the perfect event for that.
When is Amazon Prime Day 2020?
The Amazon Prime Day 2020 date is much harder to predict now than it seemed to be at the start of the year. If this was a normal year, then our prediction would be this: Amazon Prime Day 2020 will start on Monday July 6, 2020, and run through to the end of Tuesday July 7, 2020, making it a 48-hour event.
Why? Because Amazon Prime Day 2018 was a day-and-a-half of deals that started on July 16, 2018, and Amazon Prime Day 2019 was two days of deals that started on July 15, 2019. So a minimum sale period of 48 hours seems like a given.
And here's why we think Amazon Prime Day could fall a week earlier this year than it did last year: Amazon's competitors are no doubt lining up their 'Prime Day alternative' sales for Monday July 13 and Tuesday July 14 in anticipation of Amazon Prime Day(s) running at the same time, so we think it's likely that Amazon will go a week earlier this year to get a head start. Also, Amazon is not without form here: in previous years Prime Day did start earlier in the month.
It's also likely that there will be some sort of 'Countdown to Amazon Prime Day' event with early discounts ahead of the actual Prime Day sale. That's because last year saw Amazon's competitors kick off their competing sales early. For example, in the UK Currys held a week-long 'Black Tag Summer Deals Event' which ran from July 8 to July 14. And in the US Walmart had thousands of "special buys" and "rollbacks" on its site between July 14 and July 17.
So here's how things could shake out for Amazon's Prime Day sale in 2020 according to the "if it was a normal year" scenario above.
- Countdown to Amazon Prime Day: Early deals from Monday June 29, 2020 until midnight on Saturday July 4, 2020 – predicted
- Amazon Prime Day 2020: Monday July 6, 2020 and Tuesday July 7, 2020 – predicted
But of course, this is not a normal year and so there's another scenario that looks likely...
Will Amazon Prime Day be delayed this year?
It's hard to know how the current health pandemic will affect Amazon Prime Day. On 27 March 2020, it seemed that Amazon Prime Day was still going ahead in July, according to leaked emails obtained by Business Insider. The emails told Amazon's third-party sellers to be ready to ship their Prime Day products to Amazon fulfillment centers by mid May.
But what of those products, both those from third parties and from Amazon itself? We know, of course, that many factories have either shut down or are running at reduced capacity. If that situation continues through the next few months then it's going to have an effect on the availability of products that Amazon might have been planning to discount. Simply put, there just might not be enough Echo Dots and and Ring Video Doorbells in the supply chain to for Amazon to honour orders if it suddenly cuts their prices.
Then there are issues with the deliveries themselves. Anyone who has tried to place an online order recently will no doubt be aware that deliveries are taking longer than usual. In fact, Amazon is currently prioritising what it deems to be essential purchases for delivery, such as toilet paper and groceries, and we're guessing a cut-price 4K TV or smart speaker might not be deemed essential.
So a later Prime Day could also be on the cards. That delay was perhaps confirmed on 3 April 2020, when Reuters reported that Amazon Prime Day would be delayed, "until at least August", saying that it had seen internal meeting notes confirming the likely delay. According to Reuters, this delay would leave Amazon with 5 million extra devices – such as its Echo smart assistants – that it would have expected to sell during an earlier Prime Day so the retailer might have to discount those products before August.
So this new scenario would see Amazon Prime Day taking place in August or even September 2020 rather than July. Watch this space.
What will the best Amazon Prime Day 2020 deals be?
It's almost guaranteed that Amazon will discount its own devices heavily and if 2019 is anything to go by some of those discounts will appear in the weeks leading up to Prime Day 2020 and some will continue after Prime Day has ended but the lowest prices will be reserved for Prime Day itself.
As happened on Black Friday 2019, we'd expect the Amazon Echo Dot with Clock to be a) heavily discounted for Prime Day and b) a hugely popular purchase as a result. For Black Friday 2019 it dropped from £59.99 down to £34.99 so if we're lucky we might see it selling for £29.99 over the Prime Day sale period this year. And even if it doesn't drop that low, it's almost certain it will at least match its Black Friday 2019 £34.99 sale price.
As for the Echo Dot WITHOUT a clock? That dropped to £22 for Prime Day 2019 and it dropped to £22 again for Black Friday 2019, so deal hunters will be looking to see if it hits a new sub-£20 low this year.
Prime Day 2020 could also be an amazing time for anyone looking to snap up the current generation consoles – the PS4 and the Xbox One. That's because the PS5 and new Xbox Two will be coming in time for Christmas 2020 so you can expect stock of the current consoles to get some hefty price cuts in the months leading up to the release of the new consoles. That should please gamers as console deals were rather thin on the ground over Prime Day 2019 and Black Friday 2019.
And as with 2019, Amazon Prime Day 2020 won't just be about deals for Amazon Prime subscribers. Expect to see big 'Alternative Prime Day' sales from retailers including Walmart and Best Buy in the US and Currys and John Lewis in the UK, both online and in store.
What sold well on Amazon Prime Day 2019?
We know from our own data that Amazon devices were hugely popular this year, which is hardly surprising given the massive price drops they saw. The Echo Show hit its cheapest ever price, so that was a big hit in the sale as was the Echo Dot, which hit a £22 Prime Day low (and that price has not been beaten since).
Other products that proved popular were 4K TVs, coffee machines, headphones and fitness bands.
According to Amazon, Prime members worldwide purchased more than 175 million items throughout Prime Day, making it the largest shopping event in Amazon history. Top-selling deals in the US included iRobot Roomba 690 Robot Vacuum, MyQ Smart Garage Door Opener Chamberlain MYQ-G0301, and Amazon Smart Plug. Top selling deals worldwide were Echo Dot, Fire TV Stick with Alexa Voice Remote, and Fire TV Stick 4K with Alexa Voice Remote.
Some of the top-selling deals from around the world, excluding Amazon devices, included:
- United Kingdom: Sony PlayStation Classic Console, Oral-B SmartSeries Electric Toothbrush, and Shark Vacuum Cleaner
- United States: LifeStraw Personal Water Filter, Instant Pot DUO60, and 23andMe Health + Ancestry kits
- Canada: PlayStation 4 Slim with Spiderman and Horizon Zero Dawn, LifeStraw Personal Water Filter, and 23andMe Health + Ancestry kits
- Australia: Mario Kart 8 Deluxe, Finish Powerball All-in-1 Max Dishwasher Tablets, and Huggies Ultra Dry Nappies (Australia, you need to up your sale shopping game!)
We also have some interesting data about Prime Day 2019 from market intelligence firm Numerator who surveyed Prime Day 2019 shoppers to get a picture of how the event went.
We know that shoppers looking to buy into the Amazon ecosystem (that's Amazon devices like the Echo, Kindle, Fire TV sticks and tablets and Ring Video Doorbells) were offered some really good deals. According to Numerator, the depth of discount on Amazon ecosystem products averaged 45% this year, compared to 37% in 2018. Echo, Fire TV, and Kindle products were all offered at the deepest discounts seen to-date. Additionally, Alexa-enabled products averaged a slightly higher discount of 32%, and many deals on these products – like an Alexa-enabled Instant Pot – included the Echo or Echo Dot as a bundled package.
In relation to other retail holidays, Numerator found that this year’s Prime Day shoppers ranked Prime Day #2 in terms of deal quality, behind Black Friday and ahead of Cyber Monday. Last year, Prime Day ranked below both Black Friday and Cyber Monday in terms of perceived deal quality, so this year’s shake-up proves Prime Day’s growing popularity.
Numerator adds that for 36% of Prime Day shoppers, this year was their first time shopping Prime Day – that’s down from last year’s 44%, but still a significant number of newcomers to the day of deals. 58% of Prime Day shoppers participated in 2018 as well, and 12% of this year’s shoppers participated in the first ever Prime Day back in 2015, showing that Amazon has succeeded not only in attracting first-timers, but also in maintaining loyal enthusiasts.
Hitwise provided further information as to the success of Prime Day 2020, suggesting that it's a shopping event that Amazon is not going to abandon any time soon. According to the market intelligence firm, online visits, transactions, and sign-ups all spiked in key markets. In the US Amazon's share of transactions among the top 50 retailers was 72% during the 2018 holiday season and rose to 86% on Prime Day. In the UK, Amazon’s focus has been on growing the number of Prime subscribers, and it worked. Over 80 thousand people signed up to Prime each day over the 48-hour period. That's a +147% rise compared to last year.
Hitwise says that in the US, the Nintendo Switch was the most searched product, overtaking the still popular Instant Pot. Searches for the Ring doorbell grew significantly this year due to a deal which bundled it with the Echo Show (both Amazon products). In the UK, the Nintendo Switch was also the top searched product followed by laptops, Fitbit, Audible and PS4. They weren't the most purchased Prime Day products, though: Hitwise said – as did Amazon – that the most purchased products in both the US and UK were Fire TV Sticks and Echo Dots, which is not surprising given the massive discounts they got.
Interestly, it seems that the Amazon Prime Day effect extended to bricks and mortar stores, too. Placer Labs analyses footfall in locations such as shopping malls and retail outlets and it found that the offline impact of the Prime Day sale didn't just affect Amazon, where Amazon’s Whole Foods storesaw visits around 25% above what they were during summer 2018. Walmart saw higher than average in-store traffic over the Prime Day period as did Target and Best Buy. "If Prime Day 2019 is any indication, expect greater levels of crossover between offline and online pushes," Place Labs concludes. "And this doesn’t just mark a significant event for Amazon, but for the retail community as a whole."
I don't want to wait for Prime Day 2020. Can I get some deals now?
Yes, you can. Simply head over to Amazon's daily deals page to see what's on offer today.