Amazon will hold a Prime Early Access Sale on October 11 and 12.

On Sunday, the E-commerce giant announced an expected sale for its loyalty-club shoppers, an event like its Prime Day summer marketing blitz.

The pre-holiday sale aims to boost holiday revenue and appeal to cost-conscious buyers faced with the cost of living crisis.

The ‘Prime Early Access Sale’ will start on October 11 at 8.00 am local time for 48 hours in 15 countries, Amazon said.

Vice president Jamil Ghani told Reuters the rationale for a second Amazon deals event this year was earlier holiday shopping and the ‘macroeconomic environment’ customers faced.

‘There’s a desire to save and make the dollar stretch further,’ he said in an interview.

Ghani declined to offer revenue forecasts for how the event would compare to Black Friday and Cyber Monday sales this fall or to July’s Prime Day.

Such member-only sales prompt some customers to buy Prime subscriptions and shop more on Amazon.

In July, Amazon announced that it was going to hike the cost of Prime subscriptions for UK customers due to ‘increased inflation and operating costs’.

The price of Prime increased from £7.99 each month to £8.99 from September 15 for new customers or on the date of the customer’s next renewal.

Annual membership will increase from £79 to £95 per year in the UK.

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