Our annual Prime Day event will be held this year on the 21st and 22nd of June, offering over two million deals and the best in entertainment to Prime members in 20 countries around the world. To kick-off celebrations this year and share the news with customers, we produced a celebratory launch video inviting customers into the heartbeat of our operations.

Prime Day 2021

Filming took place inside an Amazon fulfillment center in Doncaster in the UK, and for the first time sees the space come to life through the moves of professional roller skaters. We teamed up with RollaGirls; a group of the UK’s top performance skaters known for stunt-filled energetic dance routines to create an exciting launch moment in order to reveal the date of our much anticipated Prime member event.

Peggy Pollock, the group’s founder, said: “Working with Amazon to launch Prime Day was incredibly exciting. When we first saw the fulfillment center, I immediately felt inspired by the rhythm and movements of the operations, and worked with our best skaters to choreograph some fun moves to match.” Peggy and her team are professional performers, and have worked on a variety of sets over the years, holding multiple world records and skating accolades between them, but this was a first for the trio. “We have witnessed a rise in the popularity of roller skating during the pandemic,” continued Peggy. “Which makes sense, as it is a fun activity that just requires a pair of skates, your local park and some padding of course if you are a beginner! We were delighted to be asked to show off our skills to celebrate one of Amazon’s most important events.’

The UK fulfillment center where filming took place is approximately the size of 15 football pitches – allowing for storage of larger items such as TVs, home appliances and even kayaks – and, for two days only, it became the set of the Prime Day launch video. To ensure typical day-to-day operations were not affected, all filming took place within the early morning maintenance window, before our Amazon employees started their day’s work. Check out our behind-the-scenes video here to learn more about the production:

Prime Day 21-22 June 2021

Amazon’s annual Prime Day event will deliver Prime members over two million deals worldwide across every category, along with the best in entertainment benefits and never-before-seen exclusives across Prime Video, Amazon Music, Prime Gaming, and more. Prime members will again be able to shop small this Prime Day, with more than a million deals available globally from small and medium businesses. Not a Prime member yet? Anyone can join Prime or start a 30-day free trial to participate in Prime Day.