Amazon will hold its annual Prime Day sales event June 23-26 this year, moving one of its biggest shopping promotions out of its traditional July window as the retailer looks to capitalize on a busy summer calendar.
The move comes as Amazon targets consumer spending around the world. FIFA World CupIndependence Day and celebrations marking America’s 250th birthday, according to a company executive.
Prime Day generated $24.1 billion in online spending in the United States in 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, international vice president of Amazon Prime, told Reuters. “We’re also celebrating the 250th anniversary of America’s independence and so we thought this week (starting June 22) was the best week to host 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 falls on July 4. Amazon said it considers major world events, religious holidays and public holidays when selecting Prime Day dates each year.
Amazon announced in April that Prime Day 2026 would offer Prime members discounts in categories including electronics, clothing, beauty products, kitchen items and groceries. The event will take place in more than two dozen countries, including the United States, Canada, United Kingdom and Germany.
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Amazon is also investing more in groceries and essentials by expanding same-day and next-day delivery, a key part of its efforts to compete more aggressively with Walmart.
Prime Day generated $24.1 billion in online spending in the United States in 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 parties and Independence Day celebrations. The company has invested heavily in faster delivery services, including expanding same-day delivery options for perishable foods.
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Ghani said groceries are expected to account for a larger share of Amazon’s deliveries in the future as consumers more frequently purchase food and household essentials than discretionary products such as electronics, clothing and beauty items.
Amazon is targeting consumer spending around the FIFA World Cup, Independence Day and celebrations marking America’s 250th birthday. (Getty Images)
“As groceries and essentials take an increasing share of our overall business…they will increase as a percentage of the total units we ship,” Ghani said.
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Last year’s Prime Day event was Amazon’s largest ever, according to the company, with customers purchasing products in more than 35 categories and independent sellers reaching record sales levels.
Reuters contributed to this report.
