Amazon may move its flagship Prime Day shopping event earlier in the summer, according to recent reports.
The company is reportedly planning to shift Prime Day from its traditional mid-July timing to late June, based on reporting from Bloomberg cited by Investing.com.
One reason for the potential change is to place the major sales event in the second quarter of Amazon’s fiscal year rather than the third. Another factor is the opportunity to capture additional back-to-school spending.
An Amazon spokesperson declined a request for comment, and the company has not publicly confirmed any plans to permanently change the timing of Prime Day.
Amazon first launched Prime Day as a one-day promotion in July 2015. The retailer expanded the event to two days starting in 2017.
The annual sale has only taken place outside of July twice. In 2020, the event was moved to October due to disruptions from the COVID-19 pandemic.
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The following year, Amazon held Prime Day in June as the global economy was still recovering from pandemic-related challenges.
In 2025, Amazon significantly expanded the event, extending it from two days to four days. The promotion generated $24.1 billion in sales, exceeding expectations.
Although the mid-July timing has effectively made Prime Day an unofficial kickoff to the holiday shopping season, Amazon now runs several major promotional periods later in the year as well.
These include the two-day Prime Big Deal Days event held in October, along with additional holiday promotions in October and November and large-scale Black Friday and Cyber Monday campaigns.
Many retailers schedule competing promotions around Prime Day. Rivals including Walmart and Target typically launch overlapping July sales events, though it remains unclear whether those promotions would also move earlier if Amazon ultimately shifts the timing of Prime Day.
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