Amazon plans to move Prime Day event to June from July: Report

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 categories ranging from 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 company declined to comment to Reuters on the report.

Amazon’s Prime Day event has taken ‌place in 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 Analytics.

However, Amazon has also had to contend with competing deals events from retailers such ‌as Walmart and Target 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.