When is Amazon Prime Day? It may happen twice
The Amazon Prime Day date – or dates – have been revealed. But the July Prime Day deals marathon might not be alone in 2022.
Update: Added some insight about a potential PS5 restock during Amazon Prime Day based on Amazon’s sales patterns last year. Also, I further detailed what retailers and manufacturers have told me about how they’re adapting to changing consumer shopping habits, clueing us in on why the Prime Fall event makes a lot of sense.
The Amazon Prime Day dates have been revealed to be July 12 and July 13, 2022, and that means we’re less than three weeks away from a 48-hour long Amazon Prime Day deals marathon. The official start time is July 12 at 12am PT / 3am ET, although I fully expect to see Amazon device deals pop up ahead of the official Prime Day date.
Why stop there? A new report today indicates that this may not be the only Amazon Prime Day in 2022. Another sales marathon called “Prime Fall” is expected to take place in the fourth quarter of this year, according to CNBC. That’s significant because it allows Amazon to launch deals right before Black Friday and Cyber Monday.
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Why would Amazon have two Prime Days?
Amazon isn’t just looking to double-dip in sales (although that’s one reason it’s an attractive business decision). The second Prime Day is likely an effort to start the Black Friday play clock earlier than its top competitors, like Walmart and Target.
It also has to do with consumer behavior in 2022. Shoppers today are eager to buy earlier in 2022 for two reasons, according to retail and manufacturing insiders I’ve talked to over the last two weeks.
First, inflation has people wanting to purchase sooner rather than later for fear that prices are going to continue to rise. Second, the global chip shortage is sending people into a buying panic after learning their lessons last year – it’s the reason a PS5 restock was impossible to find for a year-and-a-half after it first launched, and the Xbox Series X price and Nintendo Switch OLED price has only stabilized recently. Demand for such products is down, but could pick up again come October based on recent consumer behavior. And Amazon will be right there with another Prime Day.
When is Amazon Prime Day?
The ramp-up to Amazon Prime Day has already started, with discounts being seeded on a daily basis in late June and a $10 credit to Prime Day available to encourage the use of Amazon’s services (like Prime Video and Prime shipping).
The official start date and time is Tuesday, July 12 at midnight Pacific Time, the time zone where Amazon is located. That means the first set of deals will go live at 3am on the East Coast. But you might not have to stay up, as Amazon is known to launch many of its best deals in advance (especially for Amazon Devices), or they stick around for the entire 48 hours. You’re unlikely to miss the big discounts.
Likewise, Lightning deals are always rolling out around the clock, so keep it locked to my Twitter tracker as I highlight the best Amazon discounts. Some of the top deals won’t happen in the middle of the night – that would be a poor business tactic.
When is Amazon Prime Fall?
There are no dates for an Amazon Prime Fall event, nor is the online retailer officially talking about a potential Q4 2022 sales event just yet. We’ve reached out to Amazon for comment and I’ll update this news story if it shares any details. But Prime Fall has been rumored for a few weeks and third-party sellers – who have to submit Lightning deals far in advance – are beginning to talk.
October is the best estimate for Prime Fall – it steers clear of Black Friday at the end of November, but it’s late enough not to make people feel like “We just did Amazon Prime Day, right?” So the October time frame makes a lot of sense.
There’s also the fact that Amazon had a delayed Prime Day in 2020 (for obvious reasons: the lockdown) and it eventually landed in October, lending credence to the idea that the second Amazon Prime Day in 2022 will be then.
Will PS5 restock during either Prime Day?
Likely. The Amazon PS5 restock has switched to an email invitation system, but not many people have received a notice to buy the console. It may be building inventory.
Just look what Amazon did during Prime Day last year. It sold the PS5 in the final three hours of the two-day Amazon Prime Day, essentially clearing everything in Prime members’ carts as they scrambled to purchase the Sony console. Genius.
Amazon hasn’t had the PlayStation 5 in stock during the month of June, yet we’ve seen ample supply during the Walmart PS5 restock, GameStop PS5 restock and Sony Direct PS5 restock this month. Like, the Target PS5 restock, while taking a slower approach, has been trickling out stores locally (still bought online, though). That could very well set us up for a PS5 restock during Amazon Prime Day in July – right at the tail end again of the sales marathon again.
I’ll continue to keep tabs on all Amazon prices. Keep in mind that Amazon isn’t always going to have the best deals on either Prime Day. Some of the best PS5 games sales came from Walmart
Similarly, it’s not always big-box retailers that have the best discounts. The best PlayStation Plus discount code and Xbox Game Pass Ultimate 12-month membership are off of a small site called Eneba. It pays to shop around.