Amazon‘s 12th annual Prime Day sale will run from June 23 to 26 this year, the company said Tuesday. For the second year in a row, the flagship summer savings event will last four days, up from its original two.
This will be the first year that Prime Day falls in June instead of its usual mid-July time slot. Amazon initially announced the shift in its first-quarter earnings statement posted on April 29 — possibly by mistake.
The June move was mentioned in a section of the statement about recent company updates: “Amazon … Shared that Prime Day will take place in most countries in June,” it read. But in fact, the retail giant had not shared the news at that point. Amazon then published a blog post with a formal announcement less than an hour after the statement went out.
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“Prime Day is back!” the post read. “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.”
At the time, an Amazon spokesperson told Mashable that it was moving Prime Day to June on shoppers’ behalf. (They didn’t elaborate on specifics.)
“Each year, we work with our teams around the world to determine the best timing for Prime Day,” they said. “This year, we felt holding the event earlier in the summer was the right choice for our customers.”
Competing retailers like Best Buy, Target, and Walmart always ran their own sales alongside Prime Day back when it was held in July. That will probably still be the case this year, though none of them have announced anything yet.
