Amazon has set the dates for its annual Prime Day event, which will return between 23 and 26 Jun this year, bringing “millions” of deals to Prime Members across 35 categories over four days.

Since launching in 2015, Prime Day has grown into a multi-day discounting event, creating one of Amazon’s biggest revenue driving periods of the year, with deals available on its Prime webpage, across its app and via Alexa.

“Prime Day is the biggest shopping event of the year exclusively for Members, whether they’re looking for deals on electronics, back-to-school shopping or household essentials,” said Jamil Ghani, VP of Amazon Prime. “The incomparable value of Prime keeps growing, and this year is no exception.”

Last year, Amazon said Prime Day, which took place over four days in July 2025, was its “biggest ever” event, generating record sales and helping customers “save billions”. Data from Adobe suggested last year’s Prime Day sales were “equivalent to two Black Fridays” and estimated that U.S. online revenues alone could have reached $23.8billion, up +28% year-on-year.

Yet, separate research from Sensormatic showed that, despite Prime Day becoming more established, twice as many UK consumers plan to shop on Black Friday than those intending to make purchases on Prime Day.

Its study revealed that 79% plan to shop on Black Friday compared to 37% intending to make purchases on Amazon Prime Day, with greater channel choice across on- and off-line broadening Black Friday’s appeal.