Please ensure Javascript is enabled for purposes of website accessibility

Amazon Announces Dates for Prime Day 2021

By Danny Vena - Updated Jun 2, 2021 at 2:24PM

You’re reading a free article with opinions that may differ from The Motley Fool’s Premium Investing Services. Become a Motley Fool member today to get instant access to our top analyst recommendations, in-depth research, investing resources, and more. Learn More

The e-commerce giant is officially kicking off its biggest sale of the year.

Amazon's (AMZN -2.86%) sixth annual members-only event -- Prime Day 2021 -- will officially take place on June 21 and 22, the company announced in a press release on Wednesday, "kicking off with two days of epic deals and the best savings Prime has to offer." Prime Day has become the company's biggest shopping event of the year and has historically surpassed its combined sales from Black Friday and Cyber Monday combined. Customers who aren't Prime members are encouraged to sign up for a 30-day free trial.

The company said it's investing more than "$100 million to help small business sellers succeed." As a result, members will get a $10 Prime Day credit when they spend $10 on select small businesses from June 7 to June 20. Amazon also said that thousands of early deals start today.

Young mother working on a laptop while holding a baby in her free arm.

Image source: Getty Images.

While the company doesn't release specific sales figures, Amazon noted that Prime Day 2020 "marked the two biggest days ever for small and medium businesses on Amazon's stores worldwide." Sales during last year's 48-hour event hit roughly $10.4 billion, according to estimates released by Digital Commerce 360, which represents a 45% increase compared to the 2019 event.

Prime Day first debuted in 2015 as a way to celebrate Amazon's 20th anniversary. The online retailer offers members of its Prime loyalty program "Deals of the Day" and "Lightning Deals," which feature a wide range of deeply discounted products and last until inventory runs out. The event originally was one day and billed as "Black Friday in July." 

Each subsequent event has been bigger than the last, with the fourth annual event running for 36 hours; last year's Prime Day sale lasted a full 48 hours. It also expanded beyond Amazon's e-commerce site for the first time and included special deals at Whole Foods and other Amazon-owned retailers.

The sale, which has historically been held in mid-July, was delayed until early October last year as a result of the pandemic.

John Mackey, CEO of Whole Foods Market, an Amazon subsidiary, is a member of The Motley Fool's board of directors. Danny Vena owns shares of Amazon. The Motley Fool owns shares of and recommends Amazon. The Motley Fool recommends the following options: long January 2022 $1,920 calls on Amazon and short January 2022 $1,940 calls on Amazon. The Motley Fool has a disclosure policy.

Invest Smarter with The Motley Fool

Join Over 1 Million Premium Members Receiving…

  • New Stock Picks Each Month
  • Detailed Analysis of Companies
  • Model Portfolios
  • Live Streaming During Market Hours
  • And Much More
Get Started Now

Stocks Mentioned

Amazon.com, Inc. Stock Quote
Amazon.com, Inc.
AMZN
$138.23 (-2.86%) $-4.07

*Average returns of all recommendations since inception. Cost basis and return based on previous market day close.

Related Articles

Motley Fool Returns

Motley Fool Stock Advisor

Market-beating stocks from our award-winning analyst team.

Stock Advisor Returns
397%
 
S&P 500 Returns
128%

Calculated by average return of all stock recommendations since inception of the Stock Advisor service in February of 2002. Returns as of 08/20/2022.

Discounted offers are only available to new members. Stock Advisor list price is $199 per year.

Premium Investing Services

Invest better with The Motley Fool. Get stock recommendations, portfolio guidance, and more from The Motley Fool's premium services.