Topline
Amazon Prime Day 2026 will run from midnight PDT on Tuesday, June 23 through Friday, June 26, delivering the year’s best deals across 35 categories exclusively for Prime members worldwide, with new Alexa AI features helping shoppers find their best picks, the company announced.
CANADA – 2025/05/03: In this photo illustration, the Amazon Prime Day logo is seen displayed on a smartphone screen. (Photo Illustration by Thomas Fuller/SOPA Images/LightRocket via Getty Images)
SOPA Images/LightRocket via Getty Images
Key Facts
This year, Amazon is moving its summer Prime Day from July to June—only the second time in history, after its 2021 event—but it is retaining the four-day format introduced in 2025.
Deals on all the usual suspects—electronics, fashion, beauty, and home and kitchen tools—will be on full display, with special emphasis on groceries and everyday essentials to spotlight its free same-day delivery on orders over $25 in its recently expanded delivery zone.
Exclusive “Today’s Big Deals”— featuring five or more deals up to 50% off— will drop three times daily at 12 a.m., 8 a.m. and 1 p.m. PDT, with additional deals going live every five minutes during the event’s peak hours.
Alexa will be standing by for shoppers to get personalized deal guides, build deal and price alerts for specific products—even set up auto-buy when a price hits the target—and review a 365-day price history to shop with greater confidence.
Key Background
Amazon introduced Prime Day in 2015 to honor the company’s 20th anniversary, originally framing it as a one-day “Black Friday in July” event. It stretched Prime Day shopping hours a bit in 2017 and 2018, then expanded to a full two-day format in July 2017 though 2019. Due to the pandemic, Prime Day was moved to October 2020 and shifted to June in 2021, before returning to July from 2022 through 2025. In 2025, Amazon extended Prime Day to four-days, giving members double the time to snag exclusive deals. Last year Amazon announced the four-day Prime Day was the company’s biggest Prime Day event ever—not surprising given the expanded shopping window—and that it outperformed any previous four-day period that included a Prime Day event. Amazon’s independent sellers, most of them small and medium-sized businesses, also broke records in sales volume and on the number of items sold.
Crucial Quote
“Amazon’s big discount periods are always very good at driving sales, especially now consumers are extremely value-focused. Prime Day is the banner event, and it will likely be bigger than ever this year. Amazon is leaning into ensuring that there are discounts on everyday essentials as well as more indulgent items so that people find value on whatever they want to buy. It has also extended the event to give consumers more time to shop—which is sensible as consumers are more considered in their purchasing,” said Neil Saunders, GlobalData, managing director retail.
Further Reading
Amazon Confirms June Prime Day Dates—What Can Members Expect? (USA Today)