Due to rivals companies offering special offers on the same day as Amazon’s Prime Day, Fastlane International has suggested that Prime Day could outsell Black Friday, creating a new summer shopping bonanza.

For Amazon’s part, the company expects to make more sales than it did on Black Friday last year. Its immediate rivals in the UK and US including Walmart and Argos have also got in on the act and launched their own offers. Argos is offering free Fast Track delivery today while Walmart is also offering free shipping on some of its goods too.

Fastlane International’s Head of Consumer Research, David Jinks, believes the event is set to transform summer shopping habits: “Amazon’s Prime Day may only be open to its Prime Members; but its bargains have already pushed revenues ahead of key days such as Valentine’s.

“Last year the event, launched to celebrate Amazon’s 20th birthday, enticed 10.5m visitors on to its UK site alone. This year it’s looking to be even bigger here in the UK: that’s because a third of Amazon UK shoppers are already Prime members: and that number is growing all the time.”

Jinks added: ‘There’s clearly large consumer support for a summer sales event, despite Brexit retail wobbles. Amazon’s rivals have been quick to get in on the act.  For example, Argos has a Fast Track free delivery event; Curry’s and PC World held bumper sales; and Tesco went large on toy bargains. The Gap and Banana Republic also launched online-only big savings.

“Over 29m people visited UK retail websites last year on Prime Day seeking more bargains: and it looks as if that number will be overtaken today.”