Amazon Moves Prime Day 2026 to June 23-26 and Adds Alexa AI Shopping Tools
Amazon will run its annual Prime Day sales event from June 23 through June 26. The four-day promotion includes new Alexa AI features and a focus on groceries and household essentials.
forbes.comAmazon Prime Day 2026 will run from midnight PDT on Tuesday, June 23 through Friday, June 26. The company announced the dates on June 2, 2026. The event will deliver deals across 35 categories exclusively for Prime members worldwide.
Groceries and household essentials will be a main focus. Amazon is moving its summer Prime Day from July to June in 2026. The four-day format introduced in 2025 will remain in place. New Alexa AI features will help shoppers find personalized deal guides, build deal and price alerts, set up auto-buy when a price hits a target, and review a 365-day price history.
M. m. PDT. Each drop will feature five or more deals up to 50% off. Additional deals will go live every five minutes during the event’s peak hours. Amazon offers free same-day delivery on orders over $25 in its recently expanded delivery zone.
Amazon introduced Prime Day in 2015 to honor the company’s 20th anniversary. The event was originally framed as a one-day “Black Friday in July” promotion. Prime Day expanded to a full two-day format in July 2017.
It was moved to October in 2020 due to the pandemic and held in June in 2021 before returning to July from 2022 through 2025. Neil Saunders, GlobalData managing director of retail, said Amazon’s big discount periods drive sales when consumers are value-focused. He noted that Prime Day will likely be bigger than ever this year and that extending the event gives consumers more time to shop.
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