The timing shift would place Prime Day in Amazon’s second-quarter financial results, which typically end on June 30. Last year, the event was extended from two to four days, generating $24.1 billion in online spending across U.S. retailers, up 30% from the previous year, according to Adobe Analytics.
| Photo Credit:
PASCAL ROSSIGNOL
Amazon.com is planning to
move its Prime Day sale event up to late June, Bloomberg News
reported on Thursday, marking a rare shift in calendar for the
critical, decade-old shopping event.
Prime Day is marked by heavy discounts on categories ranging
from apparel and electronics, and its summer iteration coincides
with the back-to-school shopping season with parents and
students waiting to cash in on the deals.
The timing shift would also move Prime Day sales to Amazon’s
second quarter, which typically ends on June 30. The company
declined to comment to Reuters on the report.
Amazon’s Prime Day event has taken place in July since its
launch in 2015, barring a change for two years during the
pandemic.
Last year, the event was extended to four days from the usual
two, and drove $24.1 billion in online spending across U.S.
retailers, up 30% from a year ago, according to data from Adobe
Analytics.
However, Amazon has also had to contend with competing deals
events from retailers such as Walmart and Target
as these companies invest in their digital order fulfillment and
same-day delivery capabilities.
Contribution to U.S. sales from e-commerce almost doubled
for Walmart in its most recently reported quarter, and the
company said customers using its option for delivery under three
hours grew more than 60% for fiscal year 2026.
Published on March 13, 2026
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