Putting off Prime Day to buy time for consumer spending and its delivery capacity to improve could help Amazon maximize its performance
Delaying Prime Day should impact the e-commerce industry overall by forcing retailers that compete with the event to adjust their strategies and postponing holiday shopping.
Retailers that try to go head-to-head with Prime Day will need to adjust their strategies to compete with the event whenever it occurs. Merchants eBay, Target, and Walmart held their own sales events on and around Prime Day in an effort to steal sales and capitalize on the increase in shopping activity.
But these retailers may not be able to manufacture this kind of activity without Prime Day. This would mean that any plans they had to attract consumers and bring in revenue during the event in July will probably need to be put off too, potentially further altering their revenue expectations in an already complicated year.
Holiday shopping may start later in 2020 because many consumers have made early holiday purchases on Prime Day in the past, possibly creating a more concentrated sales season.
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