E-commerce trends
When is the next Amazon Prime Day Sale?
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Freya Laskowski
March 28, 2025
Amazon has not officially announced Prime Day 2026 dates yet, but Bloomberg reported in March 2026 that the company plans to move the event from mid-July to late June. If confirmed, Prime Day 2026 would be the earliest in the event's history.
With 83% of U.S. households shopping on Amazon, Prime Day is one of the largest annual sales opportunities for online sellers. In July 2025, the event ran for four days and drove $24.1 billion in U.S. online spending (Adobe Analytics).
Below, we cover everything about Amazon Prime Day: its history, key dates for 2026, and how to prepare your store for the next sale.
1. What Is Amazon Prime Day?
Amazon Prime Day is Amazon's annual members-only sale event, open exclusively to Prime subscribers. Hundreds of thousands of products across every category are discounted, often at the deepest markdowns of the year. The 2025 July event spanned four days across 24 countries, making it the largest Prime Day to date.
The first Amazon Prime Day was on July 15, 2015. It only ran for 24 hours, unlike the current event, which lasted four days in July 2025.
At first, this big sale only included nine countries: the United States, the United Kingdom, Spain, Japan, Italy, Germany, France, Canada, and Austria. Now, it includes 24.
2. How Long Is Amazon Prime Day?
Amazon Prime Days vary each year. In 2025, the July event ran from July 8 to 11 (four days), and Prime Big Deal Days returned October 7 to 8.
In 2024, Amazon Prime Days fell on July 16 to 17 and again on October 8 to 9.
This was a similar pattern to 2023 Amazon Prime Days, which were on July 11 to 12 and Oct. 10 to 11.
Amazon extended Prime Day to a four-day event in 2025, the longest in its history, after a memo to third-party sellers announced the change.
The move followed a record-breaking 2024 Prime Day and aimed to counter growing competition from retailers like Walmart and Target during the summer sales season. "For 2025, we decided two days just wasn't long enough," stated a message from the Amazon Services team to the company's independent sellers.
3. The Importance of Amazon Prime Day - With Numbers
Each year, Amazon Prime Days are more and more profitable.
In 2024, after the first Amazon Prime Day of the year, Amazon released a statement announcing its record sales.
In 2016, Amazon reported a little under $1 billion in sales for Amazon Prime Day, but by 2024, this number jumped to $14.2 billion.
Both days were busy. According to Adobe Analytics, on the first day alone, consumers spent $7.2 billion.
Prime Day 2025 smashed those records. Adobe Analytics measured $24.1 billion in total U.S. online spending across the four-day July event, while Stackline pegged Amazon's own event-week U.S. retail sales at $15.2 billion, up 10.3% year over year. The October 2025 Prime Big Deal Days generated $11 billion in event-week U.S. sales (Stackline), roughly flat with 2024.
Average order size during July 2025 Prime Day was $53.34, with each Prime household spending about $156 on average (Numerator).
4. How To Draw In Buyers During the Next Amazon Prime Day Sale
It doesn't hurt to prioritise Amazon Prime Days and other sales events to increase sales and build client relationships - leading to long-term buyers.
By making a few slight changes to your storefront and marketing strategy, you can take advantage of Amazon Prime Days.
Listed below are a few ways you can draw in buyers for the next sale.
4.1 Take and Post Clear Photos
Buying online is all about trust. How can a consumer trust you if you don't include clear images?
When getting ready for the next Amazon sale, it's best to use clear photos to grab the attention of potential buyers. The more pictures on your product listing - the better.
This is the first - and often the only - thing buyers see when clicking on a product. Your image has to stand out against hundreds of other similar items listed altogether.
4.2 Highlight Sales and Discounts
Once a possible buyer clicks on your product, you still need to convince them it is worth the price.
A great way to do this is by highlighting and emphasising current deals.
Amazon Prime Days are all about sales. Highlight your sale or offer within the product description. Use bold font to grab their attention and words like 'heavily discounted'.
Buyers want to feel like they are saving money. Most consumers are always on the lookout for sales.
4.3 Emphasise Good Reviews
Most buyers run to the reviews before purchasing an item. A Bright Local consumer report found that only 4% of buyers never read reviews.
Good reviews can boost your sales, especially on Amazon Prime Days, but it's not enough to just have good reviews.
Instead, in your description and photos, highlight your five-star reviews in a screenshot. Choose the most detailed and positive ones to display.
Apart from this, you also have to look at how many reviews your products have. Put yourself in the buyer's shoes.
Would you rather purchase from a seller with an average 5.0-star rating but only two reviews or a product with a 4.4-star rating and thousands of reviews?
As we stated earlier, trust is everything with online shopping, and many consumers trust buyer-verified reviews.
To boost sales and grab more buyer's attention, focus on increasing your product reviews. You can do this by sending messages to buyers to please leave a review.
Another method is to include a QR code on a business card or stock of paper within the package that sends buyers to the review page.
This doesn't have to be expensive. You can create a free QR code with Uniqode.
4.4 Push Overstock and Low Sale Items
Do you have products sitting for a while with little to no sales? Or one particular item that is just sitting stacked up in a warehouse?
Amazon Prime Sale Day is the perfect day to push these items with heavy discounts and sales.
The products sold the most during this sale range a lot.
NBC rounded up some of the most purchased items during Amazon Prime Day in 2024 according to their NBC select readers.
One of these more common items is Duracell Optimum AA Batteries. An uncommon purchase ordered is the Magna-Tiles Space 32-Piece Magnetic Construction Set.
Need some assistance managing your e-commerce business and warehouses? Get in touch with Bigblue by booking a demo.
4.5 Market Before Amazon Prime Day
How will buyers know if your product will be on sale during Amazon Prime Day? The answer is simple - by marketing beforehand.
Marketing is going to vary a lot depending on your product. With some products, you can easily market to your repeat buyers through email marketing.
Email marketing doesn't have to be tedious or take hours or days. Automation tools can make your life a lot easier by scheduling emails ahead of time.
These emails can include photos of the products that will be on sale along with more deal days to watch out for.
Email marketing is just one method. Not everyone is going to read or even enlist in your email updates.
You can also use social media to reach buyers. Social media ads can make a difference, targeting a specific demographic related to your products.
Another method entails using SEO for your small business. Using the right keywords can boost your product listing to the first page, increasing visibility.
Very few buyers will browse past the first or second page. You want to make it as easy as possible for your product to reach their eyes and fingertips.
When marketing before the sale day, include the dates in bold. The longer someone has to save for the item, the better chance you have at snagging more sales.
5. How Many Amazon Sale Events Will Happen in 2026?
Amazon runs several major sale events each year beyond Prime Day. In early 2026, the Big Spring Sale runs from March 25 to 31. Bloomberg reported in March 2026 that Amazon plans to shift Prime Day from July to late June, though official dates have not been confirmed. Prime Big Deal Days are expected to return in October.
Other key dates include Black Friday and Cyber Monday.
Amazon Black Friday sales run for about a week starting a few days before Thanksgiving.
In 2024, Amazon's Black Friday sales ran from November 21st to the 29th.
Cyber Monday runs directly after Black Friday. The 2024 dates were November 30th to December 2nd.
You can also host savings events based on holidays. For instance, if you sell backpacks or pencils, you can slash prices and push your products more during Back to School sales.
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