Amazon has confirmed that its annual Prime Day deals event will be held earlier in the summer.
"It creates excitement out of nowhere, right out of a vacuum," Marketplace Pulse founder and CEO Juozas Kaziukenas said about Prime Day.
The new timing could also prompt an earlier kickoff to back-to-school shopping for many parents. After the winter holidays, the back-to-school season is the second-busiest retail occasion. "They've got a big number to beat," said Neil Saunders, managing director of GlobalData Retail. "All retailers are going to suffer from this. It's not manipulation, but it's definitely putting the trade where it needs to go to make the numbers look very positive."
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