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Prime Day takes place on Oct. 13 and 14, Amazon announces

Amazon sets a 48-hour window for this year's big sales event.

Amazon Prime Day 2020 schedule

Prime Day kicks off Oct. 13 and lasts for 48 hours.


CNET revealed the news last week, but now it's official: Amazon has announced that Prime Day will happen Oct. 13-14.

Prime Day usually takes place in mid-July, but was delayed this year as a result of the COVID-19 pandemic. This year, as in 2019, the sale event for paid Prime members will last 48 hours as opposed to 36 hours.

The shift from July to October could affect the dynamic of Prime Day. It's closer than ever to Black Friday and Cyber Monday, which also means it's closer to the holiday season. What is usually an event for impulse, personal purchases could become an opportunity to stock up on gifts for the holiday season.

Now playing: Watch this: Amazon Prime Day 2020: Everything you need to know

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Amazon also tends to heavily discount its own products and services during this time. Last week, the company hosted its annual fall product launch, revealing a redesigned set of Echo speakers, the new Echo Show 10 smart display and an in-home security drone called the Ring Always Home Cam.

This time around, Amazon is attempting to focus more on small businesses. It's planning to spend $100 million on promotional activities designed to send new customers to smaller businesses and has committed to another deal: Customers who spend $10 on smaller businesses before October 12 will be given a $10 credit to spend during Prime Day.

"In the midst of an unprecedented year, we're committed to making this the most successful Prime Day ever for our small businesses and excited for Prime members worldwide to discover new ways to support local entrepreneurs and save big on everything they need and love," said Jeff Wilke, CEO of Amazon's worldwide consumer business, in a release. "This year's Prime Day is the perfect opportunity for Prime members to get their holiday shopping done early from the comfort of their homes – and to have more time to spend with their families and friends throughout the season."

Stay tuned to CNET. We'll have details of all the best deals when and where they pop up.