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Online retailer Amazon’s annual Prime Day shopping extravaganza starts at midnight U.S. Eastern Oct. 13 and sales are expected to exceed those of last year’s Black Friday and Cyber Monday combined.

The Seattle tech provider and online retailer’s event, which runs two full days, could net $9.9 billion in total sales, eMarketer estimates. 

That figure is more than 38% above last year’s Prime Day. Amazon doesn’t release sales figures for the event, but researchers pegged last year’s sales at roughly $7.16 billion.

J.P. Morgan analyst Doug Anmuth more conservatively estimates Amazon will take in $7.5 billion of revenue from the event this year, up 42% from an estimated $5.3 billion in 2019. 

“The biggest difference this year is that Prime Day is running three months later than its typical mid-July timing. [And] as such Amazon is promoting the event as an early start to holiday shopping vs. Prime Day’s typical

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