Amazon is set to hold its annual Prime Day sales event in the US from June 23 to June 26. According to a Reuters report, the e-commerce giant said it’s moving the event from its usual July schedule for the first time since 2021. The company said factors including the FIFA World Cup and the 250th anniversary of US independence influenced the decision.“This year, we have the (FIFA) World Cup. We’ve got also the 250th anniversary of US independence, and so we thought this week (beginning June 22) was the best week for us to hold Prime Day,” Jamil Ghani, Amazon Prime international vice president, told Reuters.Prime Day is one of Amazon’s largest annual sales events, generating $24.1 billion in the US. online spending in 2025, according to Adobe Analytics. Last year, Amazon extended the event from two days to four days, a format it will continue this year, the report adds.The company told Reuters that it evaluates US and international events, religious observances and bank holidays each year before finalising Prime Day dates. The 2026 FIFA World Cup is set to run from June 11 to July 19, while Independence Day in the US falls on July 4.Amazon eyes grocery demand during World Cup and holiday celebrationsAmazon expects customers to purchase groceries and household essentials ahead of World Cup matches and Independence Day celebrations. The company said perishable products such as bananas and ice cream are becoming a larger part of Prime members’ orders as it expands same-day and next-day delivery services.Last year, Amazon introduced free same-day delivery of perishable foods for Prime members, a move aimed at increasing grocery purchases through its platform.Industry analysts expect the earlier timing of Prime Day to boost online spending in June. Vivek Pandya, lead analyst at Adobe Digital Insights, told Reuters that the shift could drive sales growth across categories including appliances, office supplies, and home and garden products.The focus on groceries is also part of Amazon’s broader effort to compete with Walmart in the US grocery market. Walmart+, the retailer’s membership programme, offers same-day delivery services, including some orders delivered within 30 minutes.Ghani said grocery products are expected to account for a larger share of Amazon deliveries over time because consumers purchase food and household essentials more frequently than beauty products, apparel and electronics.
