It’s been an interesting year to say the least!

Amazon will have lots of new and updated gadgets and services of its own to pitch to consumers on Prime Day. This Thursday, the company hosted its annual fall product launch, revealing a redesigned set of Echo speakers, the new Echo Show 10 smart display and an in-home security drone called the Ring Always Home Cam.

The new dates for Prime Day alter the dynamics of the event. Many Prime customers may end up buying their holiday gifts earlier than usual because the sale will be held much closer to year’s end. Still, Amazon isn’t expected to eat into its holiday season sales by holding Prime Day so late, because its sales during the pandemic have been substantially higher than usual, and that trend isn’t expected to stop anytime soon.

Brick-and-mortar retailers, though, may see a noticeable benefit from Prime Day, since dozens of them usually promote their own discounts in parallel with the sale. This year has been especially difficult for traditional retailers, as lockdowns shuttered their locations for a chunk of the year and many customers have avoided going into stores. That’s forced many retailers into bankruptcy protection, including J.Crew, Pier 1 and JCPenney. 

Likewise, the millions of smaller merchants that list their products on Amazon should also see a boost from Prime Day.