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Amazon is aiming to kickstart the holiday shopping season early this year.

The company is holding its annual Prime Day over two days in October this year, after the coronavirus pandemic forced it to postpone the sales event from July. It’s the first time Prime Day is being held in the fall, and Amazon is positioning it as a way to get people to start their holiday shopping.

Even before Amazon’s announcement Monday, major retailers have said they plan to push shoppers to start their holiday shopping in October and offer deals earlier, hoping to avoid crowds in stores during November and December.

Prime Day approaches as Amazon has launched a hiring spree. The e-commerce giant said earlier this month it would hire 100,000 full and part-time workers for jobs including sorting customer orders and making deliveries. Those positions are on top of Amazon looking to fill 33,000 corporate and

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