Amazon Invites Sellers To Submit Fall 2023 Prime Day Deals

Liz Morton
Liz Morton


While Amazon buyers and sellers are eagerly awaiting the official announcement of dates for Prime Day (rumored to be on or around July 12), Cruxfinder reports a second Prime event for Fall is once again in the works for 2023 as well.

Amazon Confirms Fall Prime Day Event in 2023: What to Expect - Amazon Seller News Today
Amazon Confirms Fall Prime Day Event in 2023: What to Expect -

Exciting news for online shoppers and Amazon sellers alike! Amazon has officially announced that it will be hosting a Fall Prime Day event in 2023.

Building on the success of its previous Fall Prime Day in 2022, the e-commerce giant is extending the Prime Day extravaganza to another time of the year, offering customers even more opportunities to snag incredible deals and discounts.

...Amazon Sellers can submit the deals for Fall Prime Day by 11th Aug 2023 to be considered for the event.

Amazon ran a Fall Prime event for the first time in 2022, with mixed results - while sales fell short of the main Prime Day event in July, they still generated billion in revenue and helped kick off the holiday shopping season.

Amazon’s fall sales event estimated to have fallen short of Prime Day — while still raking in billions
Transaction values and revenue in the holiday kickoff sale came in well under the company’s traditional summer sale this year, according to outside estimates.

Amazon said that “tens of millions” of Prime members shopped its October sales event this week, with customers buying more than 100 million items from third-party sellers on its Marketplace, according to a Thursday press release.

The event, meant to kick off the holiday season, follows Amazon’s traditional Prime Day in July. Some outside estimates show the e-commerce giant’s October event falling short of Prime Day.

According to consumer data firm Numerator, the average order size during the Prime Early Access sale in October was $46.68, down nearly 23% from Prime Day in July.

Bank of America analyst Justin Post estimated that Amazon’s October event generated $8 billion in gross merchandise volume, a 25% decline from $10.7 billion in GMV for the July Prime Day sale.

In revenue terms, that would mean around $5.7 billion for Amazon compared to Post’s $7.5 billion revenue estimate for Prime Day.

Even though it fell short of this year’s Prime Day, Post pointed to upside for Amazon going into the holidays. “Ultimately, we view this Early Access event as incrementally beneficial, as both a branding event for Prime and potentially smoothing holiday demand aiding with logistics,” Post said in the note.

It will be interesting to see if Fall Prime Day performs as well this year and if it dilutes the impact of the traditional main Prime Day in July.

Do you think two "Prime Day" events per year is better than one? Let us know in the comments below!


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Liz Morton is a seasoned ecommerce pro with 17 years of online marketplace sales experience, providing commentary, analysis & news about eBay, Etsy, Amazon, Shopify & more at Value Added Resource!

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