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Amazon Prime Day Sale to Run Four Days From June 23 to 26
Amazon will hold its annual Prime Day event over four days beginning June 23. The extension follows last year's change from the original two-day format. Analyst Sky Canaves linked the timing to efforts to reach consumers before summer travel and competing events.
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Amazon’s Prime Day sale will run for four days from June 23 to June 26, Fortune reported. This marks the second consecutive year the retailer has extended the event beyond its original two-day format. Amazon Prime launched in 2005 as a $79 annual membership.
The program now costs $139 per year and includes perks such as unlimited two-day shipping and Prime Video. The last publicly disclosed figure showed more than 200 million Prime members. Sky Canaves, an eMarketer analyst for retail and e-commerce, said moving the sale earlier allows Amazon to pull summer’s retail calendar forward and gain better access to consumer spending.
Canaves estimates that this year’s Prime Day will give Amazon its biggest share of Prime Day spending in the US since 2019. Amazon ran a two-day June Prime Day in 2021 because of pandemic disruption. The 2026 timing also aligns with the FIFA World Cup being held in the US, which Canaves said is likely another factor in the scheduling.
Canaves added that Amazon seller sentiment is in better shape this year with less uncertainty around tariffs compared to the same period last year. Spacing the spring and fall Prime Day events further apart also gives shoppers and advertisers more time to reset budgets, according to Canaves.
