Amazon Prime Day isn’t a midsummer shopping event anymore. Here’s what changed in 2026

Amazon pulled Prime Day forward to June 23 this year, racing to reach shoppers' wallets before summer travel, the World Cup, and rival retailers' competing sales.

Amazon’s June Prime Day is no longer a midsummer sale. This year, it’s an early summer event that could shake up the broader retail shopping calendar.

Amazon’s Prime Day—synonymous with deep discounts and deals—will run for four days, from June 23 until June 26, making this the second consecutive year Amazon has stretched the event beyond its original two-day format.

Amazon has been rewriting the Prime Day playbook ever since the peak of the Covid-19 pandemic, experimenting with the number of days, adding a fall edition, and now shifting the whole thing to June, before summer travel kicks in and big events like the FIFA World Cup really start competing for people’s attention.

“By moving Prime Day so much earlier this year and keeping the four-day format that it launched last year, Amazon is able to pull summer’s retail calendar forward and gain better access to consumer spending,” Sky Canaves, eMarketer analyst for retail and e-commerce, told Retail Brew.

Amazon ran a two-day June Prime Day in 2021 because of the pandemic disruption.

Canaves estimates that this year’s Prime Day will give Amazon “its biggest share of Prime Day spending in the US since 2019, which is before all of the competing retailers really started ramping up their online presences and their competing sales.”

Amazon Prime launched in 2005 as a $79 annual membership—it’s now $139 per year—built around unlimited two-day shipping. Over time, as Amazon added perks like Prime Video, the program grew into something much bigger. The last publicly disclosed number for total Prime members stood at more than 200 million.

Sooner the better: By running the sale early, Amazon gets to shoppers before they’ve already spent on summer essentials like grills and patio furniture and before travel eats into their budgets. With the World Cup being held in the US this year, it’s likely another factor in Amazon’s timing, Canaves said.

An additional consideration is Amazon’s fall Prime Day, Canaves added. By spacing the two events further apart, both shoppers and advertisers have more time to reset their budgets before the next big event.

Ahead of Prime Day, Canaves said, Amazon seller sentiment is in better shape this year, with less uncertainty around tariffs compared to the anxiety that was building around this time last year.

Phil Masiello, founder and CEO of Crunchgrowth, which handles Amazon stores for roughly 100 brands across food, apparel, and electronics, told Retail Brew in March that Amazon is changing the rules of Prime Day to be the “first” to get to the consumer.

The sentiment holds true for retailers in general. “With all of the economic uncertainty that has been hanging over consumers over the past several years, it’s always better for retailers to capture a share of their spending earlier rather than later,” Canaves said.

This report was originally published by Retail Brew.

This story was originally featured on Fortune.com