ICYMI: Amazon's new sales event is likely meant to offer shoppers promotions over the summer to cover for postponing Prime Day
a huge sales day for the e-tailer. But by putting off Prime Day, Amazon could open the door for other e-tailers to promote their own sales over the summer, and The Big Style Sale should help it counter such efforts and rack up more sales.
The event may be poised to succeed since e-commerce's share of US retail is surging and e-commerce sales took off during a recent sales event in China. Amazon could rack up sales during the Big Style Sale because e-commerce has taken on new importance during the pandemic and online apparel sales are on the rise. E-commerce accounted for 22% of US retail sales in April and May 2020 after making up approximately 11% in 2019, per . Additionally, US e-commerce apparel sales grew 41% year-over-year in May, which is much higher than the 12% YoY increase the segment averaged in the prior 12 months.
E-tailers performed well during a recent sales event in China, which may bode well for Amazon. Alibaba and JD.com both
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