Amazon Officially Reveals Second Prime Day Sale Dates

Amazon will soon hold another Prime Day Sale.

The popular e-commerce company recently announced it will hold another Prime Day Sale later in 2023 to prepare consumers for the upcoming Holiday Season.

Amazon's second 2023 Prime Day Sale could be in response to the TikTok Shop's "Black Friday program," which aims to do the same.

Amazon Second Prime Day Sale Details

Amazon mentioned in its announcement that its second Prime Day Sale will open to consumers on Oct. 10 at 3 AM EDT and would end sometime on Oct. 11. According to the popular e-commerce platform, this second Prime Day Sale will help consumers save big this Holiday Season and help them start their Holiday shopping early.

Jamil Ghani, vice president of Amazon Prime, said that the two-day Prime Day Sale will let Prime members shop deals across categories that include some of the company's most popular items during Prime Big Deal Days. These categories include fashion, home, and toys.

Amazon Prime members can expect to have an easier time finding deals they're interested in through Amazon's personalized recommendations based on past purchases, browsing history, and items saved to their lists. They can also access deals from independent sellers like Ruggable x Jonathan Adler, Urban Decay, and PicassoTiles.

Prime Members, newly subscribed or not, can start shopping as early as Sept. 18 from Amazon's Toys We Love list, which features more than 200 items from top brands like LEGO, Mattel, and Disney. Additionally, Prime members can also discover products from many small business brands and artisans from Amazon thanks to the Small Business badge and the new Small Business filter.

Prime members choosing to shop now before the event truly begins can find various gift inspirations on Amazon's newly launched Holiday Shop. This new tab provides Prime members with offers with low prices on essential and unique gifting, whether it's for hosting with friends, home décor, or matching apparel.

Interstingly, Prime members can also follow influencer-curated shopping lists, such as Olivia Culpo and Claudia and Margo Oshry of "Girl with No Job" and The Toast podcast.

Amazon Vs. TikTok

Amazon's second Prime Day Sale could be triggered by TikTok's decision to offer steep deals in its Black Friday Program, which aims to "lure inflation-battered shoppers" to its recently released TikTok Shop. You may remember that TikTok's program will be a monthlong event and that it will subsidize as much as 50% of the steep discounts offered during the program.

It will also host training sessions with merchants on its TikTok Shop next week and those enticed by its monthlong campaign to better orient them on it. Additionally, TikTok's Black Friday program will begin on Oct. 27 and end on Nov. 30.

A TikTok spokesperson confirmed the company's plans for the campaign. They also revealed that the company is betting that the period covered will be "a critical time" to stand out with shopper-compelling discounts and entice customers to spend money on its new marketplace.

he campaign is sure to compete with Amazon's (and other competitors') plans for Black Friday and the holiday season. The period covered is when US shoppers are projected to spend as much as $284 billion to capitalize on the many discounts appearing in preparation for the holiday season, according to Deloitte (via Bloomberg).