On Tuesday, Amazon sent out an invitation to select sellers to invite them to participate in the upcoming “summer sale” in June. According to reports, the sale will include “both established and smaller fashion brands” with hopes to “provide a boost for sellers feeling the impacts of the coronavirus pandemic and the delay of the company’s annual Prime Day event.”
 

What is Amazon’s summer sale?

 
Amazon hasn’t formally announced the name of the event. The sale, set to begin on June 22 is being called the “Fashion Summer Sale Event”, the “Biggest Summer Sale”, and the “Biggest Sale in the Sky”. What we do know is the event is expected to run seven to 10 days long and is a promotional event by “invitation only”. Sellers invited to participate are encouraged to provide at least a 30% discount on items. 

According to the invitation from Amazon:

“We are having the Biggest Summer Sale event to drive excitement and jump-start sales. To drive customer engagement, we are asking for your participation.”
 

Will the Amazon summer event boost sales for brands?

 

“The Summer Sale will give our soft line products a couple of days to try to make up for the losses they suffered during COVID-19. Amazon tends to invest a lot of their own advertising dollars in events like this and I believe this is a time that we may be able to make up for some of the sales lost.”

– Tony Heuer, Senior Specialist, Programmatic at Tinuiti

“Especially with Prime Day being pushed to September, our clients needed an event to help out with the losses they saw over that last 3 months, so I don’t think this could’ve come at a better time.”
 

The impact of COVID-19 & Prime Day preparation

 
Typically (at this time of the year) Amazon is preparing to host its Prime Day event in July.

But reports indicate Amazon plans to move forward with Prime Day in September, a two-month delay from the typical mid-July timing. While challenges from the surge in online shopping attributed to Coronavirus called into question whether or not Amazon would still have its sales event at all this year, the news that it’s likely to take place in September is welcome for many sellers and vendors.

For Amazon advertisers, the event promises sales and order volume that not even Black Friday and Cyber Monday typically produce.

Here we dive into some of the key trends from last year’s event based on more than $400 million in annual Amazon ad spend under Tinuiti management across advertisers selling a wide variety of products. Further, we look into how advertisers should be approaching this year’s event in light of Coronavirus and the new timeline.

We will continue to keep you posted as this story develops.

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