In case you didn't get to spend enough money during Amazon's (NASDAQ:AMZN) two-day Prime Day shopping marathon, the e-commerce giant has launched a new Holiday Dash sales event.

Beginning Friday, Oct. 16, and running throughout the Christmas shopping season, Amazon says it will offer more than one million new deals worldwide.

Amazon deliveryman placing package by front door

Image source: Amazon.com.

Making every day Christmas

The new holiday shopping push comes as rival Walmart, which had its own sales event during Prime Day, announced it was holding its annual Black Friday sales event over three weekends in November to help alleviate store crowding due to the coronavirus pandemic. It will also have more exclusive sales on its website as a means of steering consumers away from its stores.

Amazon says shoppers "are getting Black Friday-worthy deals" with its new Christmas sales push. Offers for toys, fashion, electronics, home, kitchen, and beauty products will occur at various times during the day.

The just-concluded Prime Day event was delayed from its usual July launch this year because of the pandemic, but Amazon says it was the two biggest sales days for small- and medium-sized businesses on its platform. It also notes third-party sellers sold more than $3.5 billion worth of goods, up almost 60% from last year.

While Prime Day was an apparent success, some Amazon warehouse workers and advocates staged protests over working conditions and coronavirus fears. And some customers have complained they will have to wait upwards of a week for delivery of their purchases.

Shopify sought to capitalize on any problems Amazon faced by urging consumers to shop directly from small businesses.