Amazon Plans ‘Invitation Only’ Sale Starting June 22.
I have long advocated that the retail calendar needs a shift in cycle. Well, now it is happening. Amazon created Prime day to offset the reliance on Black Friday and have a less discounted, more consumer-led approach to a sales event, in July. This shift in rhythm and time of year was a great move as it offers them better margin and a chance to surprise prime customers with things like early access to deals.
Now when everyone is going to reliant on Black Friday, Amazon are getting ahead of the game again. Worth noting the category selection. Without knowing the conversations, Fashion has been most challenged during the lockdown and I would be close to 100% confident that their stock was bought well before 2019 closed, so they need to do something with it. And so we have "Fashion Summer Sales Event".
In a notice sent to sellers on Tuesday (June 2), Amazon called the sale a ‘Fashion Summer Sales Event’ and said it would be invitation-only, according to documents seen by CNBC. The working title, though not final yet, is “Biggest Sale in the Sky.”
The sale could run between seven and 10 days long.
“We are having the Biggest Summer Sale event to drive excitement and jump-start sales,” the notice states. “To drive customer engagement, we are asking for your participation.”
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