Amazon is planning to shift its Prime Day sales event from July to late June, a rare calendar change for the decade-old promotion. This move would place the major shopping event within Amazon's second fiscal quarter and align it more closely with back-to-school shopping.
The event, known for deep discounts across many product categories, drove $24.1 billion in U.S. online spending last year. Amazon faces increasing competition from rivals like Walmart and Target, which are expanding their own digital sales and fast-delivery deal events.
Main topics: Amazon Prime Day date change, the event's sales impact, and increasing competition from other retailers.
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 âcategories â ranging from â 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 â company declined âto comment to Reuters on the report.
Amazon's Prime Day event has taken place in â 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 âAnalytics.
However, Amazon has also had to contend with competing deals events from retailers such as Walmart and Target â 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.
Prime Day is marked by heavy discounts on âcategories â ranging from â 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 â company declined âto comment to Reuters on the report.
Amazon's Prime Day event has taken place in â 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 âAnalytics.
However, Amazon has also had to contend with competing deals events from retailers such as Walmart and Target â 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.
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