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Just weeks after Amazon held its annual Prime Day promotion, the company announced that it will have another one in October, saying that it will take place (on as yet unspecified dates) across 19 countries.

The schedule is similar to last year, when Amazon had Prime Days in July and October.

GeekWire offers this analysis:

"The Seattle tech giant just put on a Prime Day last month over two days, including one that was the single largest sales day in Amazon’s history. Data from Adobe Analytics shows a record $12.7 billion spent over the two days ($6.4 billion July 11; $6.3 billion on July 12), up 6.1% from last year.

"Following its debut in 2015, the original Prime Day has become one of the most important annual milestones for Amazon, ultimately expanding to two days and effectively creating a second peak shopping season."

KC's View:

Even more importantly, October Prime Days are able to give Amazon a running start into the end-of-year holiday shopping season.  It may spread out the sales over more weeks, but in the end, more sales end up taking place on Amazon, which is just making it easier for people to buy stuff.

After all, CNBC writes that "retailers are bracing for a downbeat holiday spending season this year, according to the latest CNBC Supply Chain Survey. About two-thirds of respondents said they expect consumers to be searching for discounts, and 71% expect shoppers to cut back on spending in response to inflation."

Depending on how the Amazon-Whole Foods integration is proceeding at that point, if I were Amazon I'd use October as a platform upon which to really push the relevance of Prime and Subscriber & Save to Whole Foods shoppers.  Maybe even start offering special deals on Thanksgiving-related items, locking in shoppers for an event that is still weeks away at that point.