Amazon to hold two Prime sales events again this year

• The news comes fresh off the heels of its annual Prime Day in July, which saw the single-largest sales day in company history.

Context: Last year was the first time that Amazon held two Prime Day-like events in the same year.

• At the time, e-commerce platforms and retailers were battling one another for early holiday shoppers, and to sell-off inventory amid a slowdown in sales and record levels of inflation.
• Now, merchants are also battling consumer spending on dining, travel and experiences, including Taylor Swift concerts, "Barbie" and "Oppenheimer."

Be smart: Prime Day is more than a shopping event to Amazon — it's a chance to recruit loyal customers.

• More members worldwide sign up for Prime on Prime Day than any other two-day period throughout the year, Lisa Leung, worldwide director of membership growth, previously told Axios.
• And ultimately, Prime members tend to spend multiples more than non-Prime members, creating a flywheel of growth across Amazon's platforms.

Go deeper

• Amazon's Prime Day 2023 was its largest-ever in terms of simultaneous geographic footprint
• Amazon's annual, global Prime Day has become a tide that lifts all boats in retail