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New York (CNN Business) -
Amazon said Monday that it will host its annual Prime Day sales event on October 13 and 14.
Prime Day, which normally takes place in mid-July, was postponed due to the pandemic.
The event is Amazon's version of Christmas in the summer, and sales routinely exceed Black Friday.
This is the first time that Amazon celebrates Prime Day in the fourth quarter of the year.
Around this time there are also two other sale events such as Black Friday and Cyber Monday.
Here's what to expect from Amazon Prime Day 2020
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"We believe that Prime Day this year will be the greatest it has ever been," said Jamil Ghani, vice president of Amazon Prime.
“It has certainly been an unprecedented year and we have been preparing for what follows throughout the year.
We believe that October 13-14 is the right time to start a successful and safe Christmas season.
Amazon tested its inaugural Prime Day in July 2015 to celebrate the company's 20th anniversary.
The company has been lengthening Prime Day for the last five years of its existence, officially extending it to two days and offering preview deals weeks before the big event.
Amazon Prime Day, a boost to sales
The event has boosted Amazon sales.
But more importantly, Amazon uses the savings event to highlight its own products and attract new members to its subscription program that has more than 100 million people.
That number of global subscribers count as an indispensable part of your purchases.
The vast majority of the company's Prime Day deals are exclusive to Prime members - the $ 120-a-year subscription that offers customers music, movies, TV shows, and free shipping.
Amazon has thrived during the pandemic as consumers buy more products online and limit their visits to stores.
Amazon reported $ 88.9 billion in sales during its latest quarter ending June 30, up 40% from the same period a year earlier.
Net income doubled during the quarter to $ 5.2 billion.
Amazon's decision may prompt more traditional retailers to begin their holiday sales earlier this year, retail analysts say.
Home Depot has said it will offer two months of Black Friday discounts starting in early November, and Best Buy plans to start promotions earlier this year.
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