Amazon's Prime Day is shaping up to be its most challenging one yet

This year's Prime Day will be unique, with Amazon set to navigate the back-to-back shopping rush of the major discount event followed by the holidays.

Amazon postponed its annual Prime Day shopping event to Oct. 13 and Oct. 14 as a result of the pandemic.

But on Tuesday, when the two-day event kicks off, Amazon will see whether it can successfully push consumers to search out deals more than a month before the holiday shopping season traditionally begins.after the coronavirus pandemic generated unprecedented strain on its fulfillment and logistics operations. Facing a deluge of online orders, Amazon quickly began to run out of stock of items on its site and couldn't meet its vaunted Prime two-day delivery window.

Amazon will need the extra space in order to weather the back-to-back rush of Prime Day and the holiday shopping season, as well as to prevent the delays and out-of-stock notices that rankled the company back in March. This year's Prime Day is expected to be just as lucrative for the company. Amazon doesn't share Prime Day sales volume, but JPMorgan forecast this year's event could bring in revenue of $7.5 billion, up 42% from its 2019 estimates.For shoppers, Prime Day may overshadow this year's Black Friday and Cyber Monday, with 67% of U.S.

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