Amazon has pushed back the date of Prime Day for a third time, with the sales event now not expected to take place until early October.

Business Insider reported that the e-commerce giant told third-party sellers that Prime Day, which in May was pushed back until September, would now be delayed for another month.

A message explained that 5 October had been set as a placeholder date for promotions, with confirmation expected closer to the time.

Prime Day broke records last year, selling 75 million items more than in 2018. It had been held in July since it started in 2015, but the Coronavirus forced Amazon to delay the event 'indefinitely' in April, with expectations then that it would be pushed back until at least August.

This initial announcement was made while Amazon was still operating at limited capacity, preventing non-essential items flooding its logistics network.

While its operations have largely returned to normal, rising numbers of new cases across the US appears to have deterred Amazon.

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