The dates for Amazon Prime Day 2026 have now been announced, with the company stating it is bringing the event forward from its traditional July timing in order to avoid clashing with a couple of major events.

Amazon had previously announced earlier timings but not stated the dates. The company has now said that it wanted to avoid the FIFA World Cup and the 250th anniversary US Independence Day …

The company announced that the event kicks off on June 23.

Amazon’s annual Prime Day event returns June 23–26, bringing millions of exclusive deals to Prime members across more than 35 categories—including clothing, beauty, kitchen, home, and electronics. The four-day shopping event kicks off at 12:01 a.m. PDT on June 23, with deals available on the Prime page and the Amazon Shopping app.

It will go live in the following countries: Austria, Belgium, Canada, Colombia, Egypt, France, Germany, Ireland, Italy, Luxembourg, Mexico, the Netherlands, Poland, Portugal, Saudi Arabia, Singapore, Spain, Sweden, Türkiye, the United Arab Emirates, the United Kingdom, and the United States.

Reuters reports on the reason for Amazon choosing to avoid July this year.

“This year, we have the (FIFA) World Cup,” Jamil Ghani, Amazon Prime international ⁠vice president, told Reuters. “We’ve got also the 250th anniversary of U.S. independence, and so we thought ​this week (beginning June 22) was the best week for us to hold Prime Day.” FIFA World Cup 2026 ​runs from June 11 through July 19, while the U.S. Independence Day is on July 4.

Amazon is launching some early Prime deals, including its own smart speakers, Kindles, Prime Video and more. Check out the (updating) links on our sister site, 9to5Toys.

• Amazon Prime Day 2026
• Official Apple Store on Amazon
• Discounted AirPods Pro 3
• Wireless CarPlay adapter
• AirTag holders and accessories
• Mac Pro-style Mac mini casing
• NordVPN – privacy-first VPN with no logs and independent audits to verify