March 12 (Reuters) - Amazon.com (AMZN.O) is planning to move its Prime Day sale event up to late June, Bloomberg News reported on Thursday, marking a rare shift in calendar for the critical, decade-old shopping event.
Prime Day is marked by heavy discounts on categories ranging from apparel and electronics, and its summer iteration coincides with the back-to-school shopping season with parents and students waiting to cash in on the deals.
The timing shift would also move Prime Day sales to Amazon’s second quarter, which typically ends on June 30. The company did not immediately respond to a Reuters request for comment.
Amazon’s Prime Day event has taken place in July since its launch in 2015, barring a change for two years during the pandemic.
Last year, the event was extended to four days from the usual two, and drove $24.1 billion in online spending across U.S. retailers, up 30% from a year ago, according to data from Adobe Analytics.
However, Amazon has also had to contend with competing deals events from retailers such as Walmart (WMT.O) and Target (TGT.N) as these companies invest in their digital order fulfillment and same-day delivery capabilities.
Contribution to U.S. sales from e-commerce almost doubled for Walmart in its most recently reported quarter, and the company said customers using its option for delivery under three hours grew more than 60% for fiscal year 2026.

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- Amazon.com plans to move its Prime Day sale event to late June, shifting from its traditional July schedule.  
- The timing aligns with back-to-school shopping, potentially boosting sales before the second quarter ends on June 30.  
- Last year’s Prime Day generated $24.1 billion in online spending, but Amazon faces competition from Walmart and Target, who are expanding their delivery services.

Amazon plans to move Prime Day event to June from July, Bloomberg News reports