March 12 - Amazon.com is reportedly preparing to stage its annual Prime Day sale in late June, Bloomberg News said on Thursday, representing an uncommon calendar change for the event that has been central to the company’s promotional calendar for a decade.
Prime Day traditionally offers deep discounts across categories including apparel and electronics. The summer edition has also overlapped with the back-to-school shopping window, when parents and students look for deals. Moving the event into late June would mean the revenue from Prime Day falls into Amazon’s second quarter, which typically closes on June 30.
The company declined to comment to Reuters on the Bloomberg report.
Since its launch in 2015, Prime Day has generally been held in July, with the exception of a change for two years during the pandemic. Last year, the promotion was extended from its usual two-day duration to a four-day event. According to Adobe Analytics data cited in the report, that extended event helped drive $24.1 billion in online spending across U.S. retailers, a 30% increase from the prior year.
Retailers beyond Amazon have intensified their own discount events, creating more competitive deal periods. The report notes that chains such as Walmart and Target have been investing in digital order fulfillment and same-day delivery capabilities in response.
Walmart in particular has seen a substantial uplift in e-commerce contribution, with that share of U.S. sales nearly doubling in its most recently reported quarter. The company also reported that customers using its delivery option under three hours increased by more than 60% for fiscal year 2026, according to the information in the report.
Context and implications
Shifting Prime Day into late June would alter the calendar placement of a major promotional period without changing the promotional categories or the fact that the event has in recent years been expanded in length. While the move would place Prime Day sales within Amazon’s second-quarter reporting timeframe, the company has not confirmed the change.