Amazon Early Prime Access Sale Is a Prime Day Redux

Prime Day: So nice they had to try it twice. A fall event will follow the model of blowout sales over two days. But it will come with a different name.

Amazon Prime delivery person in van sorting packages, Queens, New York.
(Image credit: Getty Images)

Amazon Prime Day has already taken place in 2022, in July. But Amazon (opens in new tab), which earlier in 2022 raised its subscription rates (opens in new tab), is bucking tradition for the first time: A second two days of Amazon Prime Day-like deals is on for October, specifically Oct. 11-12. It's called Amazon Prime Early Access (opens in new tab). That could mean a boost to Amazon’s bottom line right before the holiday shopping season and loads of deals for shoppers looking to get a jump on their end-of-the-year holiday shopping.

This new Amazon Prime benefit could also buoy the spirits of Prime members tired of seeing their perks slashed.

However, Amazon is steering clear of calling it “Prime Day” and is instead calling the event “Prime Early Access Sale” – “early access” presumably pointing to Black Friday, which is six weeks later, and the usual start of the holiday shopping season.

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But that could be a double-edged sword for Amazon. Scheduling a huge sales event so close to the critical “peak trading” season could undercut holiday shopping volumes, even if it provides an October boost. Battered by high gas prices earlier this year and soaring grocery bills, shoppers could be more tightfisted as inflation worries endure. But Amazon may be facing the same pressure as a lot of retailers: lots of excess inventory; no time to wait to unload it.

It wouldn’t be the first time Amazon held a major sales event in October. In 2020, Amazon was forced to move Prime Day, typically held in the summer. Pandemic demands and supply chain issues forced that move – but back then, the story was about product scarcity. Since then, Amazon has moved Amazon Prime Day back to summer. It was held in July this year. Amazon reported Amazon Prime Day 2022 was its biggest ever, although it did not release specifics (Adobe Digital Economy Index reported overall online sales during the two-day event were $12 billion, up from $11 billion on the same two days of Amazon Prime Day 2021).

For Prime Early Access, expect Amazon Prime Day deals ringing the loudest on Amazon’s proprietary electronics (including smart home devices, Fire TV, Echo and Blink devices) to be top sellers, along with beauty products, other personal care items, vacuums and clothes. Amazon said those were the top sellers during the July Amazon Prime Days.

Bob Niedt
Online Editor, Kiplinger.com

Bob is a Senior Online Editor at Kiplinger.com. He has more than 40 years of experience in online, print and visual journalism. Bob has worked as an award-winning writer and editor in the Washington, D.C., market as well as at news organizations in New York, Michigan and California. Bob joined Kiplinger in 2016, bringing a wealth of expertise covering retail, entertainment, and money-saving trends and topics. He was one of the first journalists at a daily news organization to aggressively cover retail as a specialty, and has been lauded in the retail industry for his expertise. Bob has also been an adjunct and associate professor of print, online and visual journalism at Syracuse University and Ithaca College. He has a master’s degree from Syracuse University’s S.I. Newhouse School of Public Communications and a bachelor’s degree in communications and theater from Hope College.