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Amazon.com Inc. is scheduling its annual Prime Day shopping promotion for September and allowing unlimited shipments of non-essential goods to warehouses, the Wall Street Journal reported, citing people familiar with the matter.

The move will allow the company to lay the groundwork for shipments of a wider variety of products, indicating it is now in a position to process orders more quickly in its warehouses and create room for more inventory, the report said on Thursday.

Amazon declined to comment to a Reuters request for comment on the report.

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