The company reaches out to bargain-hungry buyers.

To increase sales among price-conscious customers who are anticipated to start their holiday shopping even earlier this year, Amazon.com Inc. will offer a second Prime Day event on October 11 and 12.

The e-commerce behemoth has never been organized twice in a year before.

Retailers brace for a slow holiday season amid high inflation.

Retailers are preparing for a disappointing Thanksgiving that will necessitate steep discounts to shift surplus stock. Due to the high cost of petrol and food, many customers are planning to decrease their expenses in the interim.

Exclusive deals for Prime members in 15 countries will be included in the Prime Early Access sales. Amazon introduced Prime Day in 2015 to draw in new customers who would pay $139 annually for benefits like free movie streaming and shipping reductions.

According to Adobe Inc., Amazon sponsored a two-day Prime Day campaign in July that increased online sales by more than 300 million goods and increased U.S. online spending by 8.5% to $11.9 billion, the most in any previous month.