Amazon Prime Day 2020 is the next sale in the retail giant's annual Prime Day event, following Amazon Prime Day 2019 which took place last July. That 'day' actually 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 great deals.
When is Amazon Prime Day 2020?
The Amazon Prime Day 2020 date is likely to be October 5, 2020, if a report from CNBC is correct. Amazon confirmed on July 21 that it will hold Prime Day "later than usual" this year although it did not name a date. A statement from Amazon reads: "This year we’ll be holding Prime Day later than usual, while ensuring the safety of our employees and supporting our customers and selling partners. We look forward to sharing more details soon."
In an earnings call on Thursday 20 July, Amazon did share more details, again confirming that Prime Day would be happening this year, and adding a tiny bit more information: it said that Amazon Prime Day will be held "in the fourth quarter" of this year, which rules out September.
Previously, a report in The Wall Street Journal from May 2020 had said that this year, the Amazon Prime Day 2020 date will be in September. However, on July 3, CNBC reported that Amazon Prime Day is now set for October. CNBC says that it obtained an email that Amazon sent to third party sellers to use October 5 as a "placeholder date" for Prime Day 2020, but the email also reportedly said that "exact Prime Day dates have not been announced" and that "a definitive date will be announced as we get closer to the event".
Personally, I can't see the date slipping much later than that or it's going to cause Amazon some problems with planning for its Black Friday sale (Black Friday is on Friday November 27) and having two big sales events too close together will just give people sale fatigue.
Will Amazon Prime Day 2020 be delayed?
Yes. Amazon confirmed in a statement on July 21 that Prime Day would still go ahead this year but that it would be delayed. The retailer stopped short of naming a date, saying: "We look forward to sharing more details soon." It later said that Prime Day would take place "in the fourth quarter".
That follows a report by Reuters on April 3 which said that Amazon Prime Day would be delayed, "until at least August". That was followed by a report on the WSJ which said that Amazon Prime Day would take place in September.
Then on July 3, CNBC said that the "placeholder date" was now October 5. Amazon itself has now confirmed that Prime Day 2020 will be later than usual though it has not yet given a date beyond "fourth quarter".
So October seems like the most likely month for Amazon Prime Day 2020.
Watch this space...
What will the best Amazon Prime Day 2020 deals be?
When Amazon Prime Day takes place this year 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 £20 low this year.
Prime Day 2020 should also be an great 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 Xbox Series X 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.
What sold well on Amazon Prime Day 2019?
We know from T3's own data that Amazon devices were hugely popular over Prime Day 2019, 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.
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 Prime Day 2019 shoppers ranked Prime Day #2 in terms of deal quality, behind Black Friday and ahead of Cyber Monday. In 2018, Prime Day ranked below both Black Friday and Cyber Monday in terms of perceived deal quality, so 2019’s shake-up proves Prime Day’s growing popularity.
Numerator adds that for 36% of Prime Day shoppers, 2019 was their first time shopping Prime Day – that’s down from 2018's 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 2019’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 2019, 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 was on growing the number of Prime subscribers, and it worked. Over 80,000 people signed up to Prime each day over the 48-hour period. That's a +147% rise compared to Prime Day 2018.
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.
Interestingly, 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."