Amazon moves Prime Day back to June and keeps it a four-day event

Amazon has decided its big summer sale should arrive a little sooner. Prime Day 2026 will run from June 23 to 26, the company confirmed, starting at 12:01am Pacific time on the first day and keeping the four-day format Amazon adopted last year. The shift pulls the event out of its now-familiar July window and into late June.

This is less of a departure than it first looks. Prime Day has drifted around the calendar before, and June is not new territory: Amazon ran the event in June back in 2021 before it settled into a July rhythm.

What has stuck more recently is the length. Prime Day began as a single day in 2015, the company’s twentieth-anniversary promotion, and has since stretched to two days and then to four, a creep that tells you most of what you need to know about how the event has grown.

The mechanics...

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