Prime Day preview: eMarketer’s forecast and predictions for the June sales event

We expect Amazon Prime Day will generate $11.79 billion in sales worldwide this year, up 19% from 2020. While there will be some similarities to previous years’ events, Prime Day 2021 will look a lot different. Like last year, this year’s will be a two-day event, but for the first time ever, Amazon will hold the sale in June, which places Prime Day on a different part of the retail calendar. Shopping trends affected by the easing of the pandemic—including pent-up demand for apparel and nonessential items—will also play a role in Prime Day.

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