Amazon Prime Day October: dates and details

Amazon Prime Early Access Sale

This new event announced by Amazon is more widely known as ‘October Prime Day’ as the format is identical to the July event. It’s two days with irresistible exclusive discounts for Prime account customers. In other words, customers who pay a subscription to receive free next-day or even same-day delivery, access to Amazon Prime Video, Amazon Music and other benefits designed to hold on to the consumer. 

The days chosen for this first Prime Early Access Sale are October 11 and 12, 2022. These days will kick off the peak season, or the highest sales season of the year, in 15 countries: Spain, Germany, Austria, Canada, China, United States, France, Italy, Luxembourg, Netherlands, Poland, Portugal, Sweden, Turkey and the United Kingdom.

Autumn Prime Day: Previous editions

Although this is an inaugural event, a similar Amazon campaign was held in Autumn. The 2020 Prime Day changed dates due to the restrictions caused by the COVID-19 pandemic, so it took place in October. That edition set sales records, primarily aided by restrictions on physical stores and the savings many consumers had amassed after weeks of lockdown. The event achieved $3,500 million in sales, 60% higher than the previous year’s results. Prime Day 2022 also had record-breaking figures, selling 50 million more items than the previous event.

Get your prices ready for the Prime Early Access Sale

If you are an Amazon marketplace seller, you must take this opportunity to sharpen up your prices and increase your sales. Amazon has a comprehensive marketing strategy to make everyone aware that they have exclusive offers. Over these days, traffic to the platform grows exponentially and sales increase. Don’t forget that not all consumers buy offers featured in the campaign. Sellers with the best prices have the best chance of success - even if they are not in the event’s discounts. Follow these steps to improve prices: 

1. Analyse prices from the previous Prime Day. Find out the average selling prices, the number of price changes and the discounts your competitors apply. 
2. Find your position in the price index. You might have missed many sales opportunities, if you were not in a leading position last time. Look back and ask yourself what discount you can apply to optimise your prices. 
3. Check your costs. Look for products that you can make stand out and which you can promote aggressively while maintaining a profit. 

By monitoring the three previous points, you can set prices that your customers will not be able to resist. All data and analysis are provided through our Price Intelligence tool so that you just have to define your winning price.