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Prime Day is making a comeback — this time in June!
Initial reports from Bloomberg suggested Amazon would move its big sale event from its usual July slot to June, and in early May, Amazon officially confirmed Prime Day will return in June, though exact dates were not yet revealed.
Also: How to get Amazon Prime for half off: Two ways to qualify in 2026
At ZDNET, our team of experts spends countless hours testing the newest tech, gadgets, and more. Major shopping events like Prime Day matter to us because our specialists cover a wide range of tech areas — from hardware and software to AI and beyond. We monitor these sales to help our readers find the best deals.
Here’s everything we know so far about Amazon’s June Prime Day event.
Is Prime Day happening earlier this year?
Yes. Amazon announced a June Prime Day on April 30, which backed up earlier Bloomberg reports and references on Amazon’s Seller Central platform. This year, Prime Day is shifting from July to June.
Before the April announcement, Amazon’s Seller Central page noted that early deal submissions for the event opened as far back as March 24, 2026, with final submissions due by May 26. Since Amazon usually reveals sale dates roughly a month before the event, I expect Prime Day 2026 will land around late June.
When is Prime Day 2026?
Amazon’s next Prime Day will take place this June. The event has been held every year since 2015.
Last year, Amazon stretched its two-day Prime sale into a four-day event, and the timing of both the October and July sales has shifted quite a bit over the years. We’ll have to wait to see whether Prime savings will once again span four days — and if so, when exactly.
Amazon generally confirms Prime Day dates about a month ahead of time, so an official announcement should be coming soon. ZDNET will keep you updated, but we expect a Prime Day sale around June 22 or later.
What is Prime Day?
Prime Day is Amazon’s members-only sales event. It traditionally lasts two days and now takes place twice a year — once in the fall (October) and once in the summer (usually July). Over the past few years, Amazon has experimented with shifting dates and extending sale lengths, including a four-day Prime event last summer. This year, Prime Day returns in June.
Where will Prime Day take place?
Prime Day will be available in 26 countries. Prime Day 2026 will run this June in Austria, Belgium, Canada, Colombia, Egypt, France, Germany, Italy, Ireland, Luxembourg, Mexico, Netherlands, Poland, Portugal, Saudi Arabia, Singapore, Spain, Sweden, Türkiye, United Arab Emirates, United Kingdom, and the US. Amazon says Prime members in Australia, Brazil, India, and Japan will get access to Prime Day deals later this summer.
When was Prime Day 2025?
Last year’s summer Prime Day ran from July 8–11, extended by two days beyond the standard two-day format. The most recent Prime Day sale was Prime Big Deal Days in October 2025, held from October 7–8, 2025. Amazon also recently concluded its third-annual Big Spring Sale, which took place from March 25–31, 2026, and stands out as the retailer’s longest sale period to date.
Prime Big Deal Days was first launched in 2023 after the October event quietly debuted in 2020 during COVID. The Big Spring Sale was introduced in 2024.
When does Prime Day 2026 start?
No official dates or times have been announced yet, but Amazon typically kicks off Prime Day events mid-week. Last year’s July event began at 12:01 a.m. PDT on Tuesday, July 8. Amazon’s sales generally start at 12:01 a.m. PDT on the first day and wrap up at 11:59 p.m. PDT on the last day. We’ll need to wait a few more weeks for Amazon to lock in this year’s dates.
How often does Amazon hold Prime Day?
Amazon usually runs Prime Day twice a year — once in summer and once in fall. The fall edition, called Prime Big Deal Days, typically lands in October, while the main summer Prime Day usually falls in July. This year, however, Amazon is moving its Prime Day sale to June.
Is Amazon Prime Day worth it?
Amazon Prime Day can definitely be worthwhile, especially if you’re after discounts on Amazon’s own tech lineup — think Fire TV Sticks, Fire TVs, Fire tablets, Echo devices, Kindles, and more. These products often hit their lowest prices during Amazon’s exclusive Prime events, though not every time. It’s always smart to research product specs and compare prices before buying during any sale. Online price tracking tools can also be a big help.
What to buy on Amazon Prime Day:
There’s a huge selection to browse during Prime Day, but I usually suggest focusing on Amazon’s flagship products like Kindles, Echo devices, Fire Sticks, and similar items. Amazon doesn’t tend to discount its own top products as regularly as other brands, so Prime-exclusive events are a solid time to look for deals. That said, stay alert — Prime Day offers savings, but it’s rarely the absolute lowest price ever, though it can come close.
How to prepare for Amazon Prime Day:
Here are a few steps I’d recommend to get ready for Prime Day:
- Update your shipping addresses and payment details for faster checkout
- Sign up for Prime to get full access to the sale
- Create a list of items you want or need that you might want to buy
- Set a budget if you plan to shop during Prime Day
- Start researching and tracking prices on products you’re interested in
When will the next Amazon Prime Day be?
The next Amazon Prime Day is set for June 2026. While no specific dates have been confirmed yet, ZDNET expects the sale to return around the third week of June.
Amazon Prime Day vs Black Friday:
In general, some of the year’s best deals come during the holiday shopping season, leading up to the December holidays. Black Friday, Cyber Monday, and the rest of Cyber Week are prime times to snag discounts on top tech — especially last year’s (or older) device models. That’s because a wave of new tech launches from spring through late summer, making fall and winter the perfect window to cut prices. But the holidays aren’t the only chance to save. With the rise of online shopping, retailers can offer discounts whenever they want, and many lean on members-only events like Prime Day to do it.
Prime Day, Prime Big Deal Days, and similar exclusive events from retailers like Walmart can be excellent opportunities to grab unique products or special offers. For Amazon, that often means flagship tech like Echo devices, Fire tablets, and more — many of which you won’t find at other major retailers. So while the holiday season is still your best bet for the widest range of discounts, remember that real savings are possible at any time, as long
As you already know, we keep a close eye on products, compare prices, use helpful shopping tools, and partner with trusted brands that do the heavy lifting for you (that’s us).
Will Prime Day last four days again?
Last year, Amazon extended its July Prime Day event from two days to four. It’s uncertain whether the retailer will repeat this format for the 2026 event. However, data suggests that the extended sale may not have performed as well as expected, with Day 4 results falling short compared to a traditional Day 2 end-of-sale period, despite gains in other categories. Still, Amazon stated that “last year’s event saw record-breaking sales, with Prime Day 2025 being the biggest Prime Day event ever.”
Will other retailers offer sales?
Absolutely. While some may not be fans of Amazon, its sale events have sparked significantly increased competition from retailers like Best Buy, Walmart, Target, and others. In fact, all three retailers now offer their own member-exclusive sales throughout the year and typically run concurrent or slightly overlapping sales events to rival Amazon. For shoppers, this competition has turned summer into an excellent time for travel and vacation shopping, back-to-school preparation, and more.
Which retailers should you watch for the event?
Any Amazon event will surely bring competition. As before, other major retailers will likely offer competing sales, deals, and discounts. Walmart, Target, Best Buy, Costco, and other retailers will likely compete with Amazon’s upcoming Prime Day offerings, as they often price-cut the same items during the same periods or have launched their own sales in the past. With the summer Prime Day event moving to June, there may be less time for competitors to plan their own sales. Still, I expect to see directly competing or slightly overlapping events from Best Buy, Walmart, and Target at minimum, and several other retailers at most. The summer will be packed with savings.
Target Circle Week
Target’s Circle Weeks have evolved into the brand’s own version of Prime Day. Target held a Circle event in October, which competed with Prime Big Deal Days, and last year ran a Target Circle Week from July 6-12 to directly compete with Prime Day. I’m expecting a return of a Target Circle Week, though it’s unclear whether it will fall in June or July.
Best Buy Black Friday in July
Last year, Best Buy ran a Black Friday in July sale from July 7-13, which directly overlapped with Amazon’s Prime Day. I’m expecting a similar event in June or July.
Also: Does Best Buy price match? Here’s what to know
Walmart Deals
Walmart also historically runs sale events to compete with Prime Day. Last year, a Walmart deals event ran July 8-13 and featured exclusive early access for Walmart+ members as well as similar offers as Amazon. A Walmart event is most likely returning to compete with Amazon’s summer Prime event.
Also: Does Walmart price match? What to know about online and in-store price-matching policies
Does Amazon price match Walmart or Best Buy?
Amazon’s pricing policy is quite firm. The retailer does not price-match other stores like Walmart or Best Buy. However, some Redditors have reported occasional successes in price matching (particularly when prices dropped on an item already purchased via Amazon). However, the official company-wide price policy is that no form of price matching is honored.
Also: Does Amazon price match other retailers? What to know
Do other retailers price-match Amazon Prime Day deals?
Technically, no, but in practice, yes. Since Amazon’s Prime Day is classified as a member-exclusive event, most retailers, like Best Buy, list price matching during these periods as an exception to their policies. However, the summer sale period has become so competitive that you usually don’t need to request a price match yourself. Most of the time, other major retailers like Walmart and Target will directly match Amazon’s Prime Day prices themselves, or intentionally offer lower rates. So there’s usually no need for a traditional price match, since these retailers already match sale prices as they compete for customers.
Also: Does Best Buy price match? Everything to know about matching prices online and in-store
How can I get the most out of Prime Day 2026?
Throughout the summer sale, we’ll be extensively updating ZDNET.com live with all the best deals on products we’ve tested and would recommend. We’ll also curate, share, and update hand-picked lists of top deals in several product categories, including laptops, smart home gear, Amazon devices, and more.
Also: I’ve earned nearly $700 just by using Rakuten – here’s how I did it
And as the shopping editor, I know a thing or two about smartly scoring savings, too. This year, I’ll share my tips and tricks with you before the busiest shopping season. Follow along with my tips and my byline here.
Do you need to be a Prime member to shop the sale?
Amazon’s Prime Day sales are technically Prime-exclusive events. That means you need to sign up for a membership to shop the sale (especially the best Prime offers), but keep in mind plenty of other retailers will likely aim to match or outcompete Amazon’s prices with their own sales that overlap, precede, or come after the Prime Day sale — and you may not need a membership for those.
How much does Amazon Prime cost?
Anyone can join Prime for $15 per month or $139 per year, or start a free 30-day trial if you’re eligible at amazon.com/prime. Additionally, those aged 18-24 can get Prime for Young Adults and pay a discounted rate of $7.49 per month or $69 per year for a membership.
Also: How to get Amazon Prime for 50% off: The two ways to qualify in 2026
Additionally, qualifying government assistance recipients and select income-verified customers can get Prime Access for $7 per month at amazon.com/getprimeaccess.
How can I stay informed about Prime Day?
Follow along with my team’s coverage as we prepare for the biggest Amazon sale of the year. I’ll be sharing tips, tricks, and the best ways to save, and have all the details you need to know, including dates, start times, and more. Our team of ZDNET experts will begin covering early sale offers before Prime Day even begins, and will work through the end of the event to catch the biggest remaining discounts.
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Why trust ZDNET for your shopping needs?
As a ZDNET team member, I only cover deals on gadgets and products we’d genuinely want to buy — items we’d personally use, need, or confidently recommend. I focus on deals where products are discounted by at least 20% (or rarely go on sale), relying on trusted price-comparison tools and trackers to verify whether a deal is truly a bargain and how frequently the price drops.
I also dig into customer reviews to understand what matters to real people who already own and use the products I recommend. These picks may also be based on hands-on testing (by me or another ZDNET expert), along with thorough research and side-by-side comparisons. My goal is to give you the most reliable advice so you can shop with confidence. ZDNET brings 33 years of experience, 30 hands-on product reviewers, and 10,000 square feet of lab space to ensure we deliver the best tech insights.
In 2025, ZDNET revamped its deals approach, creating a clear, measurable system for passing savings along to readers like you. Our editor’s deal rating badges appear on most of our deal content, making it simple to see our expertise at a glance and help you make smarter buying decisions.
Also: How we rate deals at ZDNET in 2026
Want more shopping tips? Check out the 3 money-saving tricks I use every time I shop online, learn how I saved over $700 using Rakuten, and my favorite tip for avoiding marketing emails. Plus, find out all the details on Prime for Young Adults, how you may be able to save 50% on Amazon Prime, and how to get a free 30-day Audible trial.
