Executive Summary

Amazon Prime Day 2020 will be unlike any other since its debut five years ago. Amid the backdrop of a pandemic and recessionary headwinds, this year’s event promises significant changes that will shake up the entire retail landscape heading into the holidays.

How will Prime Day 2020 be different?

Prime Day will be held on October 13-14 this year, nearly three months later than its typical mid-July timing. This will result in a different focus, de-emphasizing products for summer and back-to-school and making the event an early lead-in to the holiday season.

How much will Prime Day 2020 generate in ecommerce sales?

We forecast that it will generate $9.91 billion in worldwide sales for Amazon, up 43% from last year’s event.

What are the top drivers of Prime membership?

Fast and free shipping remains the top reason for subscribing to Prime, but Prime Video has become an important benefit that attracts new members and keeps them around.

Which products will be Prime Day’s best sellers in 2020?

Amazon’s bestselling devices for Prime Day are likely to be Echo and Fire TV devices once again, with new voice-enabled smart home electronics also gaining prominence. Home appliances outside the Amazon product portfolio like the Instant Pot multicooker and iRobot Roomba should also be top sellers.

WHAT’S IN THIS REPORT? This report examines what to expect for Prime Day 2020, how it will be different amid a pandemic, and how marketers should prepare.

KEY STAT: We forecast that Prime membership will grow 14.9% to 142.5 million US users in 2020, surpassing 50% of the US population for the first time.