Official announcement. Prime Day 2021 will take place in the second quarter of 2021. Amazon announced this news during its Q1 earnings call today. This means that Prime Day may not take place in July, but in June as previously rumored.

During the earnings call, Amazon representatives stated that they would like to change the date of Prime Day on an experimental basis to avoid overlapping with the Olympics and summer travel. Unfortunately, Amazon did not address rumors of another Prime Day.

Earlier this month, Recode reported that Amazon may hold two Prime Days in 2021. The first Prime Day would take place in June, with the second in October.

Amazon has never held more than one Prime Day before, but the rumor suggests that Amazon is looking to break with tradition and bolster second quarter sales, especially in light of record purchase numbers boosted by last year's pandemic. For shoppers, this means that Amazon's deals will double. However, having two Prime Days could also cause Prime Day fatigue, as last October's Prime Day lost out to Black Friday, traditionally the best time of the year for deals.

Amazon Prime Day originally began in 2015 as a way to celebrate the company's then-20th birthday. Since its inception, the faux retail holiday has grown into a 48-hour event celebrated in 18 countries.