Amazon Prime Day returns June 23-26
For the second time ever, Amazon is hosting its Prime Day online sales extravaganza in June.
As previously announced, Amazon is moving its annual Amazon Prime Day sales extravaganza, which requires membership in its Prime subscription service to participate, from its traditional mid-July setting to June. The online giant has confirmed the 2026 edition of Prime Day is taking place Tuesday, June 23 at 12:01 a.m. PDT through Friday, June 26.
This marks the second year in a row Prime Day takes place as a four-day event. In July 2025, Amazon expanded Prime Day from two days to four days and exceeded projections with $24.1 billion in sales.
[READ MORE: Three signals from a four-day Amazon Prime Day]
In addition, this will be the second year Amazon offers “Prime Day Big Deals,” drops on exclusive products and trending new releases, many at 50% off or more, launch three times daily during the event at12 a.m., 8 a.m., and 1 p.m. PDT on the Amazon site and app.
Each drop features five or more deals across categories including beauty, tech, kitchen, clothing, and outdoor, from brands such as Sol de Janeiro, LG, Stanley, Ninja, Our Place, Levi’s and Little Tikes — including items only available on Amazon. These deals are exclusive to Prime members and available only while supplies last.
Advance offers
Amazon is also offering exclusive limited-time deals and promotions for Prime members leading up to Prime Day, including the chance to win free groceries for a year — $1 million in total prizes across 100 winners — for customers who spend $15 or more on groceries on a qualifying online grocery order on Amazon, with winners announced weekly until Prime Day.
The retailer is also letting customers set up a deal alert with Alexa for a chance to win a $1,000 Amazon gift card, with100 winners selected by Prime Day; and a $5 classic large pepperoni or cheese pizza from Little Caesars, redeemable up to five times on different days for savings of up to $30 depending on location for orders placed via Amazon.
In addition, Amazon is offering a number of early Prime Day discounts. Click here for more details.
Omnichannel promotions
The retailer has launched an omnichannel promotional campaign spanning a co-op 3D out-of-home execution in high-visibility locations, a social partnership with reality TV star and influencer Paige DeSorbo, and a series of social and video executions. It will run across the U.S., Canada, Mexico, the United Kingdom, Germany, France, Italy, Spain, Ireland, the Netherlands, Poland, Sweden, Portugal, Belgium, Egypt, the United Arab Emirates, Saudi Arabia, Australia, and Singapore, with Brazil and Japan adapting the global concept with regional talent and selection.
Timing shift
Amazon is promoting this year’s Prime Day event as an opportunity to get a head start on back-to-school shopping. According to previous media reports, major motivations for the change reportedly include having Prime Day occur in the second quarter of Amazon’s fiscal year rather than the third quarter, as well as capturing more back-to-school sales.
The only other two times Prime Day occurred outside of July were 2020, when it was pushed to October due to the COVID-19 pandemic, and in 2021 when Amazon hosted the event in June as the economy was still in recovery from the pandemic.
While the July timing of Prime Day has made it the unofficial kickoff to the holiday shopping season, the retailer also now hosts an annual two-day October sales event called Prime Big Deal Days, as well as several other early holiday promotions in October and November and a major Black Friday-Cyber Monday sales effort.
Target, which traditionally schedules a major sale to compete with Prime Day, is hosting a promotion for members of its Target Circle loyalty program, "Circle Deal Days," June 23-26. Walmart, which also typically counter-programs Prime Day with its own event, has not yet announced a competing sale.
"Prime Day is the biggest shopping event of the year exclusively for members, whether they're looking for deals on the latest electronics, getting ahead on back-to-school shopping, or saving on fresh groceries and household essentials," said Jamil Ghani, VP of Amazon Prime. "This year, we’ve made it even easier for members to find what they’re looking for—and the excitement starts before day one. The incomparable value of Prime keeps growing, and this year is no exception. I can’t wait for members to enjoy all that Prime Day has to offer.”
Prime Day 2026 will take place in June in Austria, Belgium, Canada, Colombia, Egypt, France, Germany, Italy, Ireland, Luxembourg, Mexico, Netherlands, Poland, Portugal, Saudi Arabia, Singapore, Spain, Sweden, Turkey, United Arab Emirates, the U.K. and the U.S.
The event will occur later this summer in Australia, Brazil, India and Japan. Prime membership is required to participate, although customers can sign up for a free 30-day trial membership to be eligible.
