Amazon Moves Prime Day to June: What to Know About the (Now Earlier) Annual Shopping Event

By Tim Chan

Tim Chan

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Amazon Prime Day is back, and the retailer is bringing its annual shopping day to the masses earlier than ever this year.

Amazon has announced that Prime Day 2026 will take place in June. That breaks with tradition, as Prime Day has typically been held in July as a counter to the busy Black Friday period (think of it like a “Christmas in July” shopping event). Prime Day has also expanded beyond just a single day, with recent events spanning more than 48 hours. Last year’s Prime Day dates, for example, ran from July 8 to 11. This year’s Prime Day is also expected to span multiple days.

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