Amazon scheduled its annual Prime Day shopping event for June 23 through June 26. The event maintains the four-day format established last year. This schedule shifts the sale from its traditional July slot to June. The move marks the first June event since 2021.
Adobe Analytics forecasts event spending will reach $26.3 billion. This total represents a 9% increase over the previous year. The earlier timing aligns with major summer events and precedes back-to-school shopping. Prime members will have access to deals across more than 35 categories.