Amazon is once again postponing Prime Day, the company's annual sales event, due to the coronavirus. Amazon informed sellers of the delay this week, according to reports from Business Insider and CNBC.

Amazon is tentatively targeting the week of Oct. 5 for the holiday.

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Amazon set to postpone its Prime Day event until the fall as retailer catches up with backlog

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Amazon plans to move its annual Prime Day sales event from summer to fall due to disruptions caused by the coronavirus pandemic. The event, typically held in July, offers department discounts on products for members of the subscription service and has also been used as a promotion for Amazon Studios streaming fare.

The Wall Street Journal reports the shift is part of a broader effort by Amazon to return to more ordinary operations. The company recently started accepting non-essential items from third-party sellers to its warehouses. Those shipments had been temporarily paused while Amazon caught up.

Amazon has been grappling with a surge in demand for weeks as customers sheltering at home turn to online shopping as a lifeline. The company expects to narrow delays in its typically reliable fast shipping but a return to pre-pandemic speeds may not be possible in the near term, WSJ reports. – GeekWire

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