The online giant hasn't yet revealed what products and brands will be included in the same, but it wouldn't surprise us if it included discounts on its Alexa smart devices and Fire tablets, as it normally does during its major sales.

The summer sale does put customers looking for the best deals on specific products in a tricky position. With Prime Day purportedly slated for early October, as reported by CNBC (though the date remains unconfirmed), with Black Friday arriving in November, and with retailers rolling out Black Friday discounts several weeks in advance of the day itself – should customers wait?

See our major predictions for Black Friday 2020.

It's unlikely the End of Summer Sale will offer better prices than Prime Day, as that would threaten the reputation of the retailer's biggest, most sought-after sale of the year, but prices may come close. 

Students and parents should instead treat the End of Summer Sale as an opportunity to swoop in on back to school deals on laptops, mid-range or Chinese phones, headphones, and school supplies. Amazon will likely kick off Deals of Day, which you can keep an eye on its Deals page

For big-ticket items you've been planning to buy for a long time, we suspect you're better off waiting until October for Prime Day.

See our full guide to an Amazon Prime membership if you don't already have an account.