If you search for “Amazon Sale” or “Amazon Prime Day”, you’ll see many results trying to guess the exact date of the most expected opportunities for customers and sellers.
In this article, we’ll try to anticipate when the next Amazon sale will happen and offer insights to help eCommerce sellers grow their businesses on Amazon.
Prime Day 2026 is officially happening from 23-26 June 2026. While this is welcome news for shoppers, it represents a meaningful shift for merchants, who will need to act quickly across several areas, from adjusting inventory and supply chain logistics to reworking their campaign calendars and discount strategies.
Previous Prime Days took place in July, but earlier rumors of a 4-day event toward the end of June 2026 have now been confirmed. The event will span 26 countries, with Prime members unlocking deals across categories including electronics, beauty, and apparel.
In the latest edition, in October 2025, Amazon has adopted a new name for the event: Prime Big Deal Days 2025. The main reason is probably that the event, which originally started as a single day, now usually lasts two or three days.
Different from Amazon Spring Deal Days, that happened in March 2025, it was necessary to be a Prime member to enjoy the advantages and big discounts.
Amazon’s AI shopping assistant, Rufus, can answer questions about Prime Day.
There were two editions of the Amazon Prime Day in 2025. The first took place 8th-11th July 2025 and, the second, 7th-8th October 2025.
Prime Day 2024 took place on July 16th and 17th. In 2023, Amazon Prime Day 2023 was on the 11th and 12th July. In 2022, Amazon surprised everyone with two Prime Day events: the first took place on 12th and 13th July and the second on 11th and 12th October. In 2021, the event took place 21st and 22nd June.
The Prime Day standard is a 48-hour (2 days) event, however some editions like July 2025 were longer (3 days).
Two Prime days? Three Prime Days? Extra Prime Days? Special sale events? Since 2026 will continue to be a challenging year for eCommerce, we can expect more surprises and strong offers. Amazon have already announced some offers on their devices and services including Audible and Amazon Music for new customers as well as some names of the big brands participating in the sale.
Amazon Prime Day is Amazon’s biggest sale: during two days, thousands of products are offered with special discounts to Amazon Prime members. However, customers without a Prime subscription can also benefit from discounts.
Prime Day is one of the best opportunities outside Black Friday, Christmas and Boxing Day. It’s a no-brainer if you want to buy Amazon devices and subscription services. And it’s one of the biggest opportunities of the year to buy products from your wishlist at special prices.
It’s important to check if you could save money on Prime Day with a Prime subscription. To do it, check the discounts you could get with and without the subscription and compare them with the subscription fee. Don’t forget there are additional benefits from Amazon Prime.
Amazon Prime Day is one of the best opportunities to purchase Amazon devices and subscription services at discounted prices. However, customers may be disappointed if the specific products they desire are not included in the sale. And this is exactly what happened in previous editions.
However, Prime Day is still a very important day on the sales calendar. If you sell on Amazon, think about the event as an opportunity to increase your sales (and our fulfilment can help you manage your eCommerce logistics during sales peaks).
Both events offer opportunities for bargain hunters to save money. Black Friday has one advantage: with more competition, it can offer more options. However, Black Friday happens only in November, so if you have to buy any product earlier, Prime Day is an excellent option.
Amazon Sales are huge, supported by massive marketing campaigns and the Amazon customer database. Merchants can increase their visibility and their sales by offering discounts. They can sell overstock without harming their reputation. And can also take advantage of the buzz and traffic generated by the event.
If you have a great offer or an outstanding product, you can have them featured on a website that covers the event and multiply your sales.
Amazon Sales are the perfect opportunity to sell the accumulated stock with a reduced margin and have more space for your next steps.
Discounts are expected during sales. For this reason, you don’t have to worry about lower prices harming your reputation.
Usually, the lower prices can be offered as Amazon deals or limited-time deals.
Many different websites select the best deals from an Amazon Sale. Do you have a great product and an amazing offer? Try to get featured in the event coverage. Contact these websites to increase your chances.
If you have amazing offers, you can expect to sell more. And to fulfil more orders. Remember Amazon has restrictions for sellers that don’t meet the fulfilment requirements.
If fulfilment is a bottleneck for you, you can outsource your fulfilment with a provider like Huboo.
Amazon sales are great for testing purposes – you can test and learn to get ready for the most important season of the year for eCommerce.
Improve your mobile website, check your fulfilment operation, test the timing of your supply chain.
Away from Amazon Prime there are plenty of other events that will have consumers reaching into their pockets.
