[Bloomberg reports that Prime Day 2021 will take place on June 21 and 22. If accurate, Amazon could make a Prime Day announcement in the next few days. We have contacted Amazon and will update the article as we receive a response.

At its last earnings call, Amazon confirmed that Prime Day 2021 will take place in Q2. However, the retailer did not announce when it will hold its annual retail holiday. (The announcement is usually made the month before the date of the event.)

Last month, Recode reported that Amazon may hold two Prime Days in 2021. The first Prime Day would take place in June and the second in October. Amazon has never held more than one Prime Day in the same year, but the rumor suggests that Amazon is breaking with tradition and looking to bolster second quarter sales, especially in light of record second quarter numbers due to last year's pandemic.

For shoppers, this means a doubling of Amazon's deals. However, just as last October's Prime Day lost out to the various Black Friday deals seen during the holidays, having two Prime Days could cause Prime Day fatigue.

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