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Prime Day is coming back... in June!
In early May, Amazon confirmed that Prime Day will indeed return in June, and on June 1, the retailer finally confirmed the official dates of the sale. Amazon Prime Day returns Tuesday, June 23 to Friday, June 26.
Also: How to get Amazon Prime for 50% off: The two ways to qualify in 2026
Amazon also unveiled early deals on Alexa devices, Kindles, and more, and new sweepstakes, like 100 chances to win free groceries for a year or win a $1,000 Amazon gift card. This year, Prime members can get other benefits, like a large Little Caesar's pizza for just $5, and access to an early viewing of the new Spider-Man: Brand New Day.
Since ZDNET spends hours upon hours testing the latest and greatest tech, gadgets, and more, sale events are important to us. Our team of experts has a background in many tech disciplines, from hardware to software to AI and beyond, and we scout major shopping events like Prime Day to help source the best savings for our readers. Here's what we know so far about Amazon's June Prime Day event, so you can start planning early.
Yes, Amazon announced the return of a June Prime Day on April 30, which confirmed early reports from Bloomberg and hits on Amazon's own seller central platform. Prime Day is moving from July to June this year.
In early June, Amazon revealed the exact dates of the sale. Prime Day 2026 will return June 23-26 this year.
Amazon's next Prime Day event will return Tuesday June 23 and run through Friday June 26. It has been an annual event since 2015.
Last year, the retailer expanded its two-day Prime sale into a four-day event, and the dates of both October and July Prime Day have fluctuated significantly over the last several years. This year, it returns as a four-day event again.
Prime Day is Amazon's member-exclusive sales event. It used to run for two days until last July, when the retailer swapped it to a four-day event. This year, it returns June 23-26.
Prime Day occurs in both the fall (October) and the summer (June or July).
Prime Day will take place in 26 countries. Prime Day 2026 will take place 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 be able to shop Prime Day deals later this summer.
Last year, the summer Prime Day event was July 8-11, extended by two days beyond the usual two-day event. The most recent Prime Day sale was the Prime Big Deal Days in Oct. 2025, held from Oct. 7-8, 2025. Amazon just wrapped up its third-annual Big Spring Sale event, which ran from March 25-31, 2026, and is notably the retailer's longest sale period.
Prime Big Deal Days was first introduced in 2023 after the October event soft-launched in 2020 following COVID. The Big Spring Sale was introduced in 2024.
Typically, Amazon's events start at 12:01 a.m. PDT on their designated start day and end at 11:59 p.m. PDT on the designated end day. This year, Amazon confirmed that it's Prime Day event will begin at 11:59 p.m. PDT on June 23.
Amazon typically runs Prime Day in the summer and the fall. The fall event, Prime Big Deal Days, usually falls in October, while the flagship summer Prime Day event traditionally occurs in July. This year, however, Amazon will be hosting its Prime Day sale in June.
Amazon Prime Day can be worth it, especially if you're looking to obtain discounts on flagship Amazon tech like Fire TV Sticks, Fire TVs, Fire tablets, Echo devices, Kindles, and more. Typically, you find the best prices on these products during Amazon's exclusive Prime events, but not always. It's always effective and recommended to research product specs and prices before making a purchase during any sale event. Tools like online price trackers can be great resources, too.
There's plenty to choose from during Prime Day, but I typically recommend considering flagship Amazon products like Kindles, Echo devices, Fire Sticks, and more. Amazon doesn't traditionally discount its own flagship items as consistently as other products, so Prime-exclusive events tend to be a good time to consider deals. However, you'll still need to be sharp. Prime Day brings savings, but most of the time it won't be the lowest-ever pricing, though it could come close.
There are a few things I recommend doing to get ready for Prime Day:
The next Amazon Prime Day will be in June 2026. The even runs from June 23-26.
Generally, some of the best deals of the year fall during the holiday shopping period, before the December holidays. Most notoriously, Black Friday, Cyber Monday, and the rest of Cyber Week are great times to grab savings on top tech, especially last year's (or prior) device models. This is because tons of new tech is released from the spring into late summer, making the fall and winter ideal times to slash prices. However, the holiday season isn't the only time to save. Thanks to the growth of online shopping, retailers can leverage savings whenever they want, and many turn to members-only discount events like Prime Day to do so.
Prime Day, Prime Big Deal Days, and other exclusive events like those from Walmart can be great opportunities to score exclusive products or offers, and for Amazon, that often includes flagship tech products like Echo devices, Fire tablets, and more -- many of which aren't sold at other major retailers. So while the holiday season still remains your best chance at scoring savings on the most amount of products, keep in mind that you can genuinely save whenever, as long as you know how to keep a watchful eye on products, compare prices, use helpful shopping tools, and trusted brands that do the grunt work for you (that's us).
Yes, this year's Prime sale will be four days long. Last year, Amazon stretched its July Prime Day event from two days to four for the first time.
Yes, you can count on it. While some may not love Amazon, the one thing its sale events have ushered in is significantly increased competition from retailers like Best Buy, Walmart, Target, and more. In fact, all three retailers now offer their own member-exclusive sales throughout the year and usually run concurrent or slightly overlapping sales events to match Amazon. For shoppers, this retailer competition has turned the summer into a great lead-up to travel and vacation shopping, back-to-school prepping, and more.
Any Amazon event will undoubtedly bring competition. Like 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 up to June, there's perhaps 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 the least, and several other retailers at the most. The summer will be packed with savings.
Target's Circle Weeks have turned into the brand's own version of Prime Day. Target had a Circle event back in October, which competed with Prime Big Deal Days, and last year held a Target Circle Week from July 6-12 to directly compete with Prime Day. I'm anticipating a return of a Target Circle Week, though it's unclear if it will fall in June or 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 anticipating a similar event in June or July.
Also: Does Best Buy price match? Here's what to know
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
Amazon's pricing policy is pretty set in stone. The retailer does not price-match other stores like Walmart or Best Buy. However, some Redditors have reported one-off 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
Technically, no, but in reality, 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 initiate a price match on your own. Most of the time, other major retailers like Walmart and Target will directly match Amazon's Prime Day prices themselves, or purposely 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
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.
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.
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 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.
Follow along with my team's coverage as we get ready for the biggest Amazon sale of the year. I'll be sharing tips, tricks, and the best ways to save, and have the scoop on 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 kicks off, and will work through the end of the event to catch the biggest lingering discounts, too. Add ZDNET as a preferred source in Google and subscribe to our Recommends newsletter, where we save you time and money delivering the best deals each week.
As a member of the ZDNET staff, I only write about deals on devices and products we would want to buy -- devices and products we desire, need, or would recommend. I look for deals where products are at least 20% off (or are hardly ever on sale), using established price-comparison tools and trackers to determine whether the deal is on sale and how often it drops.
I also look over customer reviews to see what matters to real people who already own and use the products in the deals I recommend. These recommendations may also be based on my testing (or that of another ZDNET expert), along with extensive research and comparison shopping. The goal is to deliver the most accurate advice to help you shop smarter. ZDNET offers 33 years of experience, 30 hands-on product reviewers, and 10,000 square feet of lab space to ensure we bring you the best tech.
In 2025, ZDNET refined its approach to deals, developing a measurable system for sharing savings with readers like you. Our editor's deal rating badges are affixed to most of our deal content, making it easy to interpret our expertise to help you make the best purchase decision.
Also: How we rate deals at ZDNET in 2026
Looking for 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.
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