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Amazon Prime Day 2020

From ‘Black Friday in July’ to Early Holiday Season Kickoff

About This Report
Amazon Prime Day promises to be different in 2020 amid the backdrop of a pandemic, major shifts in consumer spending patterns, and a later-than-usual event timing.
Table of Contents

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.

Here’s what’s in the full report


Exportable files for easy reading, analysis and sharing.


Reliable data in simple displays for presentations and quick decision making.

7expert perspectives

Insights from industry and company leaders.

Table of Contents

  1. Executive Summary
  2. Prime Day 2019 Unboxed: What Happened Last Year?
  3. Prime Day 2020: What to Expect
  4. Prime Day and Amazon’s New Flywheel: Media, Advertising, and Commerce
  1. The Prime Day Playbook for Brands
  2. Key Takeaways
  3. eMarketer Interviews
  4. Read Next
  1. Sources
  2. Media Gallery

Charts in This Report

Interviewed for This Report

Jeff Cohen
Seller Labs
Vice President, Marketing
Interviewed August 23, 2020
Jamil Ghani
Vice President, Amazon Prime
Interviewed July 22, 2020
Jason Goldberg
Chief Commerce Strategy Officer
Interviewed June 26, 2020
Kiri Masters
Bobsled Marketing
Interviewed August 20, 2020
Dani Nadel
President and COO
Interviewed August 14, 2020
Chris Walton
Red Archer Retail
Co-Founder and Co-CEO
Interviewed June 17, 2020
Nich Weinheimer
General Manager, Ecommerce
Interviewed August 19, 2020


Andrew Lipsman


Bianca Carasus
Jasmine Enberg
Senior Analyst
Lucy Koch
Junior Analyst
Cindy Liu
Senior Forecasting Analyst
Yoram Wurmser
Principal Analyst
Vincent Yip
Forecasting Analyst
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