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Amazon Prime Day is coming in the fourth quarter

No word yet on what days, or even what month.

Angela Lang/CNET

Update, Sept. 22: Amazon has announced Prime Day will start on Oct. 13. Original story follows.

Amazon has revealed a little more detail about when its Prime Day sale is happening. During an earnings call with media on Thursday, Amazon finance chief Brian Olsavsky said Prime Day will be held in the fourth quarter. 

The company had previously only said that the sale, typically held in July, would be delayed due to the coronavirus pandemic.

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

On Thursday, Amazon said it's committed to holding Prime Day in the fourth quarter and that it's working closely with its selling partners to ensure its a success.

This year, already an incredibly uncommon one, will bring the first Prime Day during the holiday quarter, which is the busiest period of the retail year. Because Amazon didn't say what days, or even what month, Prime Day will take place, it's hard to tell how the sale may impact or perhaps cannibalize holiday revenue.

Previous news reports had pegged the start of Prime Day this year to September, then October.

Prime Day started as a small summer sale, but has grown into a hugely influential summer sale that many other retailers join in on to grow their revenues. Still holding the sale should be a benefit not only for Amazon, but other stores, which have been badly harmed by the pandemic, as well as the millions of smaller merchants who sell their wares on Amazon.

See also: Prime Day 2020: Here's what we know about Amazon's big sale