Amazon is reportedly moving its annual Prime Day sale this year

Amazon is reportedly planning to move up its annual Prime Day sale from July to June this year, a change that would have a huge ripple effect on the retail calendar. The news comes from Bloomberg, which cites "people familiar with the matter."

When reached for comment by Mashable, an Amazon representative said, "We do not have anything to share at this time."

Amazon has hosted its flagship summer sale for Prime members in July almost every year since 2015. The event was moved to October in 2020 due to logistical and supply chain issues amid the COVID-19 pandemic.

Prime Day has traditionally been a 48-hour sale, but Amazon extended it to four days in 2025. The longer slot gave consumers more time to shop, but lessened the sense of urgency to make impulse purchases, per Bloomberg.

Rivaling retailers like Best Buy, Target, and Walmart always plan competing sales around Amazon events like Prime Day, so if its timeframe shifts, they'll have to adapt accordingly.

Such a move would also affect the myriad third-party sellers that do business through Amazon's Marketplace platform. As of 2025, their listings accounted for over 60 percent of all Amazon sales, according to a company press release.

Bloomberg's sources didn't provide reasoning for the possible Prime Day switch-up. But RetailWire speculates that it's a twofold decision where Amazon is chasing more back-to-school shoppers and distancing itself from the competition. (This assumes other retailers stick with the usual schedule.)

In the meantime, Amazon is gearing up to host its third annual Big Spring Sale from March 25 to 31 — its first major shopping event of the year, and one that also attracts attention from its rivals. Target just announced a concurrent Circle Deal Days sale that will run from March 25 to 27. Best Buy and Walmart will probably throw their hats in the ring, too.