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Amazon Prime shoppers will get their deals a little earlier this year. The company announced Prime Day will run June 23-26, moving its annual shopping event out of its usual July window for the first time in five years.
For the uninitiated, Prime Day is Amazon’s answer to creating a holiday shopping season in the middle of the year. Launched in 2015, it’s grown into one of the biggest shopping events of the year, open exclusively to Prime members who pay $139 annually. Last year’s four-day format drove $24.1 billion in U.S. online spending.
So why the switch? Two reasons. First, the calendar: Amazon timed the move to catch shoppers already in party mode for the FIFA World Cup, Independence Day, and America’s 250th anniversary. Second, the economy: consumer sentiment hit a record low in May, so Amazon is leaning into groceries and essentials, with produce and hot dog buns as low as $1 and soap down 50%.