Marketing

Amazon Prime Day 2026 happening June 23-26

Photo: Amazon

June 3, 2026

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Amazon has moved up its annual summertime sales event to be ahead of FIFA World Cup and July 4, given the 250th U.S. independence anniversary.

"This year, we have the (FIFA) World Cup," Jamil Ghani, Amazon Prime international ⁠vice president, told Reuters. "We've got also the 250th anniversary of U.S. independence, and so we thought this week (beginning June 22) was the best week for us to hold Prime Day."

The sales event will take place June 23-26, according to an Amazon announcement.

Deals, including a chance to win free groceries for a year, will heavily target grocery discounts given the sports event and July holiday celebrations, according to a LinkedIn post.

The four-day shopping event kicks off at 12:01 a.m. PDT on June 23.

"Prime Day is the biggest shopping event of the year exclusively for members, whether they're looking for deals on the latest electronics, getting ahead on back-to-school shopping or saving on fresh groceries and household essentials," Ghani said in the announcement. "The incomparable value of Prime keeps growing, and this year is no exception."