The rumors were true.
By Haley Henschel on April 29, 2026
It’s official: Amazon is moving its annual Prime Day sale from July to June, the retail giant announced in a blog post on Wednesday. Amazon doesn’t usually confirm the timing for Prime Day so far in advance of the sale. The news first appeared in the company’s first-quarter earnings statement on Wednesday afternoon. A blog post confirming the June timing followed less than an hour later.
In a section about recent company updates, the earnings results included this tidbit: “Shared that Prime Day will take place in most countries in June.” Strangely, this news had not been shared publicly before.
The sale announcement did not include the exact dates when Prime Day 2026 will take place in June, but an Amazon spokesperson told Mashable that the retailer would share more details soon.
Amazon’s decision to reschedule its flagship sale is a big shakeup for the summer retail calendar. Other major retailers like Walmart, Target, and Best Buy typically run competing sales alongside Prime Day.
The blog post announcing the change stated:
Prime Day is back! Amazon’s annual deals event for Prime members returns this June, with discounts on some of the hottest brands, socially trending items, creator favorites, and Amazon-exclusive products to make this June’s event even more valuable for members.
Bloomberg first reported the rumors that Amazon would be moving up Prime Day 2026 in mid-March, citing “people familiar with the matter.”
“Each year, we work with our teams around the world to determine the best timing for Prime Day,” an Amazon spokesperson told Mashable. “This year, we felt holding the event earlier in the summer was the right choice for our customers. We’ll have more details to share soon.”
This is a developing story…
UPDATE: Apr. 29, 2026, 5:09 p.m. EDT This story was updated with a comment from an Amazon spokesperson.