Amazon moves Prime Day to June, citing World Cup and America's 250th anniversary
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Amazon will hold its annual Prime Day sales event from June 23 to June 26 this year, moving one of its biggest shopping ads from its traditional July window as the retailer looks to capitalize on the crowded summer calendar.
The change comes as Amazon aims to boost consumer spending during the FIFA World Cup, Independence Day and America's 250th anniversary celebrations, according to a company official.
Prime Day generated $24.1 billion in US internet spending by 2025 after Amazon expanded the event from two to four days, according to Adobe Analytics.
“This year, we have the (FIFA) World Cup,” Jamil Ghani, vice president of international affairs at Amazon Prime, told Reuters. “We also had the 250th anniversary of America's independence, so we thought this week (beginning June 22) was the best week to hold Prime Day.”
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Amazon's Prime Day sales event will take place in June this year. (Isabella Falsetti/Bloomberg via Getty Images)
The FIFA World Cup runs from June 11 to July 19, while Independence Day is on July 4. Amazon said it considers major global events, religious holidays and bank holidays when choosing Prime Day dates each year.
Amazon announced in April that Prime Day 2026 will offer Prime members discounts across categories including electronics, clothing, beauty products, kitchen goods and groceries. The event will be held in more than twenty countries, including the United States, Canada, the United Kingdom and Germany.
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Amazon is also moving deeper into grocery and household essentials as it expands same-day and next-day delivery, a key part of its effort to compete more closely with Walmart.
Prime Day generated $24.1 billion in US internet spending by 2025 after Amazon expanded the event from two to four days, according to Adobe Analytics. (Justin Sullivan/Getty Images)
The Seattle-based retailer hopes customers will stock up on groceries and everyday household items ahead of World Cup viewing parties and Independence Day celebrations. The company has been investing heavily in express delivery services, including expanded same-day delivery options for perishable foods.
| A ticker | Security | Finally | Change | change % |
|---|---|---|---|---|
| AMZN | Company AMAZON.COM INC. | 261.26 | -9.38 |
-3.47% |
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Ghani said grocery is expected to account for a larger portion of Amazon's deliveries in the future as shoppers buy food and household essentials more often than discretionary products such as electronics, clothing and beauty products.
Amazon focused on consumer spending during the FIFA World Cup, Independence Day and America's 250th anniversary celebrations. (Getty Images)
“As grocery and household essentials grow as a part of our overall business … it will grow as a percentage of the units we ship,” Ghani said.
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Last year's Prime Day event was Amazon's largest on record, according to the company, with customers buying products in more than 35 categories and independent retailers reaching record sales levels.
Reuters contributed to this report.
