Amazon Prime Day: Ever Wounder Why July is The Perfect Time ?

Amazon Prime Day, a highly anticipated event, is set to commence this year on Tuesday. While the choice of a seemingly random couple of days in July may appear puzzling, there are strategic reasons behind Amazon’s decision. In this article, we will explore why Amazon holds Prime Day in July, its historical significance, the impact of revamped delivery networks, the competition it faces, and the correlation with falling online prices.

Amazon Prime Day: Ever Wounder Why July is The Perfect Time

Why July?

Amazon deliberately chooses July for Prime Day to invigorate sales during the typically slower summer months. Furthermore, the event serves as a promotional kickoff for the back-to-school and college shopping period, offering early opportunities for consumers to start their shopping endeavors. JPMorgan analyst Doug Anmuth highlights this aspect, emphasizing Amazon’s intention to boost sales numbers and capture a significant market share during this period.

Historical Significance

Amazon introduced Prime Day in July 2015 to commemorate its 20th anniversary. Originally aimed at replicating the excitement of Black Friday, Prime Day surpassed its inspiration by offering a larger assortment of deals. With an enthusiastic announcement stating, “Step Aside Black Friday – Meet Prime Day,” Amazon generated an impressive $900 million in sales during the inaugural event. Encouraged by this success, the company decided to continue Prime Day in subsequent years, with sales reaching $1.5 billion in the second year, according to Coresight Research.

Over time, Amazon expanded Prime Day to span two days, catering to increased customer demand. Bank of America predicts that this year’s Prime Day will generate approximately $12 billion in revenue, marking a 12% growth from the previous year. While Prime Day’s contribution to Amazon’s annual sales remains relatively modest, ranging from 1% to 2%, it serves as a vital tool for building loyalty among Prime subscribers and attracting new customers.

Prime Day serves as an opportunity for Amazon to engage new members in its $139 annual free-shipping program, Amazon Prime, and reinforce existing customer relationships. The majority of the offerings during Prime Day have been exclusive to Prime members, creating a sense of exclusivity and reinforcing loyalty to the platform.

Amazon deliberately chooses July for Prime Day to invigorate sales during the typically slower summer months

Revamped Delivery Network

This year’s Prime Day will be the first to take advantage of Amazon’s revamped delivery network. Traditionally, Amazon operated a national delivery network that distributed orders from warehouses located throughout the country. If a specific product was unavailable at a local warehouse, Amazon would ship it from another part of the country. However, in a strategic move, Amazon created eight regions consisting of smaller geographic areas. These regions facilitate shorter shipping distances and are expected to impact product visibility on the Amazon website. As a result, items located closer to customers will be prioritized and displayed more prominently on results pages.

Intensified Competition

In addition to the challenges Amazon faces each year during Prime Day, such as meeting customer expectations and managing high order volumes, the company now faces intensified competition from major retailers. Target, Walmart, Best Buy, and other retailers have capitalized on the Prime Day fervor by offering their own sales events that coincide with Amazon’s Prime Day. This competitive landscape adds another layer of complexity to Amazon’s strategy, compelling the company to continuously innovate and enhance the value proposition it offers customers.

Falling Online Prices

Interestingly, Prime Day is commencing amid a trend of falling online prices. According to the Adobe Digital Price Index from Adobe Analytics, online prices in June experienced a year-on-year decrease of 2.6%, the most significant decline since May 2020. This marks the tenth consecutive month of price decreases, with more than half of the tracked categories showing declining prices. Notably, electronics, computers, and appliances continue to see significant price drops, while grocery prices have increased, albeit at a slower rate.


Amazon Prime Day, an annual event taking place in July, serves as an important sales driver during the typically slower summer months. It enables Amazon to build loyalty among Prime subscribers and attract new customers, leveraging its exclusive deals and offers. This year’s Prime Day also benefits from Amazon’s revamped delivery network, designed to optimize shipping distances and enhance the customer experience. However, the event is not without its challenges, as Amazon faces stiff competition from other retailers and operates in a market influenced by falling online prices. Despite these obstacles, Amazon’s commitment to customer satisfaction and continuous innovation positions Prime Day as an exciting and highly anticipated event for consumers.


  1. When did Amazon first introduce Prime Day? Amazon introduced Prime Day in July 2015 to celebrate its 20th anniversary.
  2. What was the sales performance of the first Prime Day? The first Prime Day generated $900 million in sales, according to Coresight Research.
  3. How has Prime Day evolved over the years? Prime Day expanded to span two days and has become an essential event for building customer loyalty and attracting new shoppers to Amazon Prime.
  4. What is the significance of Amazon’s revamped delivery network for Prime Day? The revamped delivery network, consisting of smaller geographic regions, enables faster shipping and prioritizes products closer to customers, improving visibility on Amazon’s website.
  5. How does Amazon handle competition during Prime Day? Amazon faces intensified competition from retailers such as Target, Walmart, and Best Buy, which offer their own sales events to coincide with Prime Day. Amazon continually innovates to maintain its competitive edge.

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