GoKawiilAmazon's Prime Day sale is one of the biggest shopping events of the year. But for 2026, Amazon is reportedly shifting the dates of its annual sale, according to Bloomberg.
Rumors are that the online retailer is moving the event from July to June, which means you could get your hands on some incredible deals that much faster -- a big win if you didn't get everything on your wish list during the company's Big Spring Sale. But it also leaves you less time to budget and less time for competitors to plan any concurrent sales, as many have done during past Prime Day events.
It's possible that competitors will scramble to get ready for an earlier June date, or they may choose to continue in July, as per usual. July is a good time to promote back-to-school gear, and Prime Day usually lands right after July Fourth sales, so companies may not find it worth chasing Amazon's Prime Day itinerary, at least for 2026. We'll keep you posted when we learn more.
Prime Day has traditionally been held in July, starting in 2015. However, this wouldn't be the first shift we've seen. In 2020, it was pushed to October due to COVID-19; in the following year, in 2021, the event took place in June. In 2022, the retailer had events in both July and October. In fact, the retailer extended the 48-hour sale to four full days last year, which means we could see a similar plan roll out this year, too.
While you don't have to be a Prime member to shop during the sale, many of the best Prime Day deals have previously been exclusive to Prime members. If you've considered signing up for a Prime membership, this may be the time. Prime membership comes with a lot of perks.
We'll keep this page updated with all the latest news on Prime Day 2026, so check back soon.
Previous Amazon Prime Day dates
Since Amazon launched its first Prime Day sale in 2015, the company has scheduled the event for around the same time of year. Outside recent years, Amazon has traditionally kicked off its main sale event around the middle two weeks of July and its October sale in the second week of October. However, it seems like the company will be shifting the Prime Day schedule again. We'll keep you posted.
Here are the previous Amazon Prime Day dates:
Prime Day 2015: July 15
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