Prime Day 2026 starts June 23 after Amazon shifts sale from July
Amazon says its four-day Prime Day event begins June 23, with rival sales from Walmart and Target scheduled around the same week.
By James Whitfield · Staff Writer
3 min read
Amazon’s Prime Day 2026 sale will begin June 23 at 12:01 a.m. PT and end June 27 at 12:01 a.m. PT, the company said. The timing gives shoppers four days of member-focused discounts and moves the event earlier than its usual July window.
Amazon said some offers will run throughout the sale period while other promotions will be shorter. The company said new special deals will appear each day at 12 a.m., 8 a.m. and 1 p.m. PT.
Why the sale is earlier this year
Prime Day has often taken place in July, though Amazon has changed the timing before. Jamil Ghani of Amazon told Reuters the company picked the week beginning June 22 because July overlaps with the FIFA World Cup and the 250th anniversary of U.S. independence.
Amazon has already started early Prime Day promotions, according to The Verge. Those early offers include discounts on household essentials and Amazon products such as Kindle accessories and Ring cameras.
Who can access the discounts
Amazon Prime members will get access to many of the sale’s discounts, according to The Verge, though some offers may be open to all shoppers. Amazon offers a 30-day free Prime trial for people who have not previously signed up, according to the company.
Amazon also offers a Prime plan for young adults and students that includes six free months, according to the company. After that period, Amazon lists the price at $7.49 per month or $69 per year, with some limits on account sharing.
People who receive government assistance can use Amazon Access for discounts on certain products, including Prime membership, according to Amazon.
Rival sales are scheduled for the same week
Walmart said its Walmart Deals event will run from June 22 at 12:01 a.m. ET through June 28 at 11:59 p.m. ET. The retailer said the sale will be available online and in stores, with early access for Walmart Plus members.
Target said its Circle Deal Days sale will run from June 23 through June 26. The retailer said the event is available to shoppers with a free Target Circle account.
Price matching may be limited during the Amazon sale. Best Buy’s policy generally includes Amazon price matching, but The Verge noted many Prime Day offers may be excluded because they are limited-quantity promotions or require a Prime membership. Target and Walmart policies do not offer price matching for competitors.
How shoppers can check whether a deal is good
The Verge said it uses tools such as CamelCamelCamel to compare Amazon prices with past lows. CamelCamelCamel shows historical Amazon pricing for products across their availability on the site, according to the service.
Amazon also provides an “Alexa for Shopping” price tracker through a “Price history” link near the product price, according to The Verge. The Verge said Amazon’s tool may not appear on every product and appears to show up to one year of price history.
The Verge said Prime Day prices often remain steady once a product is discounted, though limited-time promotions such as Lightning Deals can bring shorter, deeper markdowns. The publication said it expects discounts in categories such as Apple products, AirPods, earbuds, headphones, video games, TVs, monitors and computer peripherals.
This story draws on original reporting from The Verge.