Amazon is looking to start the holiday shopping season even earlier this year.

Typically, online retail giant Amazon holds its annual Prime Day sale in the summer, as it did this year. During this sale, subscribers to the site’s Prime subscription get access to a large selection of steep discounts, particularly on popular items like clothes and appliances. Prime Day is one of the largest Amazon sale events in a given year, but apparently, Amazon is looking to double those profits.

Amazon Is Holding Another #PrimeDay This October: Here’s Everything You Need to Know https://t.co/Oy77ulSwYg

— Variety (@Variety) September 26, 2022

Amazon announced this week that they will be holding a second Prime Day sale this year, titled the Prime Early Access Sale. This sale, which will run for two days on October 11 and 12, will feature a similarly large catalog of discounts on popular items, which Amazon claims will number in the “hundreds of thousands.”

While the major shopping season usually begins at the end of November with Black Friday, Amazon may be looking to stretch the holiday shopping season out in an effort to net shoppers that may not have as much to spend during the season proper.

Early this morning, Amazon made a major announcement: There will be a second Prime Day this year. Here are all the details on the October event. https://t.co/Qmm3Y4kdi7 Via @ForbesVetted

— Forbes (@Forbes) September 27, 2022

“Consumers are going to start holiday shopping earlier this year as they look to spread the costs at a time when household incomes are being squeezed,” Neil Saunders, retail analyst and managing director at GlobalData Retail, told CNN Business.