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Temperatures are rising, and prices are dropping. Amazon’s annual Prime Day event is coming soon, and it may be getting another revamp. Last July, the retailer expanded its typical two-day member-exclusive sale to four days, and this year, rumors are swirling that the tentpole event will arrive earlier than usual.
According to Bloomberg reports, Amazon is shifting its deal event up to June from its traditional July slot. And 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 likely upcoming Prime Day event.
Is Prime Day earlier this year?
Yes, early reports from Bloomberg and hits on Amazon’s own seller central platform suggest there is truth to the June Prime Day rumor. Amazon’s Seller Central page outlines that early deal submissions for the event began as early as March 24, 2026. Final deal submissions are slated for May 26. Since Amazon typically announces its sales about a month out from its start dates, I anticipate that Prime Day 2026 will fall around the end of June.
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When is Prime Day 2026?
Amazon’s next Prime Day event will likely return this summer, as it has been an annual event since 2015. However, early reports indicate the 2026 sale will be held in June rather than July.
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. We’ll have to wait and see whether Prime savings will start in June and, if so, when, but for now, it’s safe to say another Prime sale is certainly on the way.
Amazon traditionally confirms Prime Day dates about a month or so before the event, so if a June event is really coming soon, an official announcement won’t be too far off. ZDNET will keep you posted, but ZDNET anticipates a Prime Day sale somewhere around June 22 or after.
What is Prime Day?
Prime Day is Amazon’s member-exclusive sales event. It traditionally runs for two days and now occurs in both the fall (October) and the summer (typically July). Amazon has done a lot of trial and error over the last few years, changing dates and sale lengths (and even trying a four-day Prime event last summer). This year, however, early rumors indicate the popular summer sale may arrive in June.
When was Prime Day 2025?
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.
When does Prime Day 2026 start?
No official dates or times have been announced, but Amazon tends to favor a mid-week start for its Prime Day events, with last year’s July event beginning at 12:01 a.m. PDT on Tuesday, July 8. 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.
Will Prime Day be four days again?
Last year, Amazon stretched its July Prime Day event from two days to four. It’s unclear if the retailer will continue this change for the 2026 event. Still, reflective data shows that expanding the sale may not have been as successful as the retailer thought, driving lower Day 4 results compared to a traditional Day 2 end-of-sale period, though gaining in other categories.
Will other retailers offer sales?
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.
What are the top retailers to keep an eye on for the event?
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 potentially moving to an earlier date, there’s perhaps less time for competitors to plan their own June 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 Circle Week
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.
Best Buy Black Friday in 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 Deals
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, regardless of whether it falls in June.
Also: Does Walmart price match? What to know about online and in-store price-matching policies
Does Amazon price match Walmart or Best Buy?
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
Do other retailers price-match Amazon Prime Day deals?
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.
How can I get the most out of Prime Day 2026?
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.
Do you need to be a Prime member to shop the sale?
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.
How much does Amazon Prime cost?
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 a month or $69 per year for a membership.
Additionally, qualifying government assistance recipients and select income-verified customers can get Prime Access for $7 per month at amazon.com/getprimeaccess.
How can I stay in the know about Prime Day?
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.
Why trust ZDNET to help you shop?
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.
