Amazon's Everything For You Sale to take place this month with discounts of up to 70 per cent

The e-commerce site has promised major brands will be included in reductions

The UAE's Amazon shoppers can expect discounts of up to 70 per cent in its Everything For You Sale in July. AP Photo 

Amazon has announced the dates for its upcoming Everything For You Sale in the UAE. The e-commerce site will be offering discounts from July 21 to 23, with reductions of up to 70 per cent on selected products.

The discounts will be across more than 25 categories, including fashion, household essential items, groceries, home and gardening supplies, and electronics.

“Customers can count on Amazon.ae this summer to get a vast selection of great deals, while enjoying fast and reliable delivery,” said Ronaldo Mouchawar, vice president of Amazon Mena.

The reductions will include branded items from household names, including Fine, Johnson’s, Samsung, Microsoft, Logitech, Black+Decker and Philips. Amazon devices, such as the Kindle Paperwhite and Ring Security Cameras, will also be discounted.

There will be early access to the reductions for Amazon Prime members, who will be able to access the Everything For You Sale from noon GST on Monday.

The Everything For You Sale is specific to Amazon sites in the Mena region. It is the fifth time the sale has taken place in total. It happened once on Amazon.ae after its 2019 launch, and previous sales were on Souq.com.

When is Amazon Prime Day 2020?

Amazon has yet to announce a date for its 2020 Prime Day, the major multi-day sale across all its sites. In June, Reuters had speculated it would be held in September.

The Prime Day sale traditionally takes place each July; it was launched in 1994 and took place in the UAE for the first time in 2019. When asked by The National if the Everything For You Sale is a replacement for Prime Day, Amazon declined to comment.

Last year, UAE Amazon shoppers were "underwhelmed" by the selection offered on Prime Day, noticing deals in the UK and US that were not available here, and significantly smaller reductions.

At the time, a spokesperson for Amazon.ae explained how deals are calculated to The National, saying: "We think carefully about how to customise and localise Prime in each country because we recognise that customer needs and expectations vary. For the UAE, these include things such as access to Amazon Prime Video so members can stream or download their favourite shows, exclusive deals, and free next-day delivery.

“We will continue improving Prime over time.”