Amazon considers moving Prime Day to June 23-26 in 2026. This shifts the event from its traditional July timing. Amazon last held the event in June in 2021.
The move redistributes promotional revenue across fiscal quarters. This strategy bolsters second-quarter revenue. It also increases separation from October's 'Big Deal Days.'
The shift moves billions of dollars in sales from the third quarter to the second. This change alters Wall Street's quarterly evaluations of the company.