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When is Prime Day 2020? New information points towards a September launch

Find out when Prime Day 2020 will take place and whether or not one of Amazon’s biggest sales of the year will be affected by the ongoing Covid-19 pandemic.

The internet is rife with memes showcasing our plans and expectations for 2020 versus the realities of lockdown life with the outbreak of coronavirus across the world. When it comes to Trusted Reviews’ original plans, it’s usually about this time of year that we’d be gearing up for Amazon Prime Day, held every July since 2015.

With announcements typically made by now – including the official date – 2020 is shaping to be very different from last year. However, with the rumour mill spinning, could Amazon Prime Day still get the go-ahead at a later date? Let’s dive into all the latest updates and information regarding Prime Day 2020.

When is Prime Day 2020?

So far we’ve yet to hear when the internet’s biggest marketplace will run its Prime Day 2020 event, with the sale usually running into a second day if previous years are anything to go by, including last year when Prime Day ran between July 15th and 16th.

Of course, since the UK Government first encouraged the population to work from home, many retailers have seen increases in orders online, so it is likely Amazon has been more preoccupied with setting up safe, working conditions with social distancing, as well as ensuring orders are carefully prioritised so essential goods reach customers first.

Will Prime Day 2020 be delayed?

The short answer is, yes. Considering we’ve heard nothing yet, it’s unlikely Prime Day 2020 will hit its usual mid-month spot in July. 

Initial reports suggested Amazon might reschedule Prime Day 2020 just a month later in August. However, The Wall Street Journal has since come out to say Amazon is looking to return its business to operate at pre-pandemic levels, with a suspected new date of fall, more specifically September.

Will Prime Day 2020 be cancelled?

With the news that Prime Day 2020 could see a new September date, it is looking likely that Prime Day 2020 will go ahead, albeit a touch later in the year. With that said, if it is delayed any further than September, Prime Day 2020 risks falling into Q4, causing a real conflict for Amazon with the biggest sales event of the year, otherwise known as Black Friday.

Prime Day 2020 vs Black Friday 2020

Every year the Black Friday sales – which rocks both high street and online retailers – falls the day after US Thanksgiving. Unlike Prime Day, Black Friday is not just exclusive to Amazon Prime members, with a ton of retailers throwing their deals into the mix, including the big dogs like Currys PC World, Argos and John Lewis & Partners.

Of course, when Prime Day runs, there are plenty of anti-Prime Day sales going on, bringing excellent prices to undercut and steal away customers from Amazon. When it comes to the two major sales events though, the important thing to note is Amazon is a big player in both, so having the two events too close together could cause issues to supply and margins. Considering the online marketplace is trying to turn business around since coronavirus hit the economy, Prime Day 2020 falling any later than September could wreak havoc for Amazon.

When should I sign up for Amazon Prime?

If you’re the type looking to tactically sign up to become an Amazon Prime member ahead of Prime Day 2020 and make the most of the 30-day free trial, it’s probably worth holding your horses for the time being until a date is officially announced. That way you can be a Prime member when the excellent discounts hit and cancel once it’s all over before Prime’s automatic renewal kicks in.

With that said, there are still a few reasons why signing now is probably not the worst idea – if you can afford the £7.99 monthly rate (or £79 a year for its annual membership). 

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Even with essential orders being prioritised, Amazon’s one-day Prime delivery is still exceptionally fast and, in some instances, still keeps to its next-day policy. If you’re filling days stuck inside with a good book on the go for instance, you can expect your read as soon as the very next day.


There’s more likelihood however that you’re making your way through your growing watchlist. In which case, Prime Video should definitely be on your radar – free to anyone with a Prime membership. With heart-wrenching TV series like This is Us, or something more action packed like John Wick, there’s also a ton of Amazon Originals including The Grand Tour and Star Trek: Picard.

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