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

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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 from June 23 to 26, 2006. 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 also spans multiple days.

Amazon revealed June 23-26 as the official 2026 Prime Day date, confirming that it is being moved up to June this year. Previous Prime Days have taken place around the second or third weeks of the month, so this is in keeping with the past years. The savings kick off officially on June 23 at 12:01 a.m. PDT, though early Prime Day deals are already starting to appear on the site.

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