SEATTLE – Amazon’s annual Prime Day event will take place on Oct. 13-14 this year. The company is investing an additional $100 million in special programs to support the event which it’s billing as the unofficial start to the holiday shopping season.

“In the midst of an unprecedented year, we’re committed to making this the most successful Prime Day ever for our small businesses and excited for Prime members worldwide to discover new ways to support local entrepreneurs,” said Jeff Wilke, Amazon CEO Worldwide Consumer. “This year’s Prime Day is the perfect opportunity for Prime members to get their holiday shopping done early from the comfort of their homes.”

When it comes to items for the home, Amazon Prime members can save up to 20% or more on furniture brands including Modway, Lane Home Furnishings, Walker Edison Furniture Co. and Nathan James. They can also save up to 20% or more on select rugs from brands including NuLoom and Artistic Weavers.

Prime Day kicks off at midnight pacific time on Tuesday, Oct. 13, and runs through Wednesday, Oct. 14, for Prime members in the U.S., U.K, U.A.E, Spain, Singapore, Netherlands, Mexico, Luxembourg, Japan, Italy, Germany, France, China, Canada, Belgium, Austria, Australia and – participating for the first time this year – Turkey and Brazil.

Wilke said Amazon is increasing its commitment to its small business selling partners by designing Prime Day to support them. Through Oct. 12, Amazon will offer Prime members a $10 credit to use on Prime Day when members spend $10 on items sold by select small businesses in Amazon’s store.

Earlier this month, Amazon announced it is hiring an additional 100,000 regular full-time and part-time jobs in its fulfillment and logistics network throughout the U.S. and Canada, as well as opening 100 new operations buildings across fulfillment centers, delivery stations, sortation centers and other sites in September alone in order to beef up its staffing before Prime Day.

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