Shares of Amazon (NASDAQ:AMZN) are on the move Monday, up over 3%. However, the move in AMZN stock seems to have more to do with the overall market rally than its upcoming consumer event: A second Amazon Prime sale. Although, it will be called the “Prime Early Access Sale.”
For years, Amazon has relied on Black Friday to drive its holiday sales. However, it then borrowed a page from Alibaba’s (NYSE:BABA) playbook — the China-based e-commerce site that rallied around Singles’ Day on Nov. 11 as a shopping event — by introducing Prime Day, which is typically in July.
Now, the online retailer is introducing a second Prime sales event, starting Oct. 11 and lasting through Oct. 12. This is the first time Amazon has offered two Prime Days in one year. It will be a 48-hour event and will allow Prime members early access to a plethora of holiday deals.
Amazon Prime vice president said the event will give “an exclusive opportunity for members to get deep discounts on top brands we know they are looking for this time of year.”
Are Two Prime Days Good for AMZN Stock?
While it seems like the event will help with inventory for holiday shopping, there is a small worry that it could disrupt traditional seasonal shopping. After all, Black Friday shopping has really become much more than the traditional day after Thanksgiving that lasts through Cyber Monday. It now begins a few weeks before the actual Black Friday event and seems to last for weeks.
How will this affect other retailers and will it actually impact Amazon’s sales that are set to take place about a month later? There is a chance of Amazon cannibalizing some of its own revenue, but the pros seem to outweigh the cons. That’s especially true as the economy may be hurtling toward a recession and as retail sales slow.
For now, it seems like a positive for AMZN stock, even though the share price isn’t really reacting like it. Shares recently closed at their lowest level since late June (on a weekly basis).
Further, AMZN stock is up just 3.2% so far on Monday, lagging behind the S&P 500. Lastly, Amazon stock has closed lower in three straight weeks, highlighting how the Prime Day announcement hasn’t done much to stem the stock’s bleeding.
Regardless of today’s action, this move also puts pressure on other major retailers, such as Target (NYSE:TGT), Best Buy (NYSE:BBY), Walmart (NYSE:WMT) and others. Perhaps this is a blessing in disguise, as they too are working through inventory issues.
On the date of publication, Bret Kenwell did not have (either directly or indirectly) any positions in the securities mentioned in this article. The opinions expressed in this article are those of the writer, subject to the InvestorPlace.com Publishing Guidelines.