That being said, an October event does give Amazon the opportunity to get out ahead of the competition before the Black Friday sales kick off in November. If it views last year's Prime Early Access Sale as a success, it may wish to repeat it for 2023, though the event didn't appear to make as big of a splash as Prime Day usually does. It remains to be seen if Amazon will hold a second Prime Day-like event in 2023 (and we haven't even got word about the first one yet).

Will there be a second Amazon Prime Day event this year? Many deals launched at that opening time are set to last throughout the event, supplies permitting, with other, more limited-time Lightning deals launching and expiring during the two-day period. Previous events have started at midnight Pacific and run continuously for 48 hours, so we anticipate much the same this year. Similar to Prime Day in July 2022 and October 2022's Prime Early Access Sale, we expect that Prime Day 2023 will run for two days. While that would certainly put some additional space between the two events and allow shoppers' wallets to recover ahead of the holiday season, it's purely conjecture until we get official word from Amazon.

It's possible that Amazon would want to bring Prime Day forward again to June should the retailer plan a repeat of last year's Prime Early Access Sale in the fall.

Prime Day 2021: June 21 to 22 (the earliest to date).

Prime Day 2017: July 11 to 12 (first to last longer than one day).

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