Amazon's four-day Prime Day event starts June 23, as shoppers battle inflation

A worker delivers Amazon packages in San Francisco, California, on Feb. 2, 2026. David Paul Morris | Bloomberg | Getty Images Amazon's annual Prime Day event is scheduled to last four days — June 23 through June 26 — for a second straight year. Launched in 2015, Prime Day is Amazon's effort at creating a holiday season-like shopping event in the middle of the year. It's also served as a way for Amazon to secure new members for its $139-a-year loyalty program, and to promote its own products and services. Jamil Ghani, Amazon's vice president of Prime, said in an interview that the company opted to keep the extended timeframe after observing Prime members browsing and purchasing items throughout the entire four-day period last year . The company will offer limited-time deals and new discounts each day to entice shoppers to participate in more than one day of the event, Ghani added. But Amazon is contending with a difficult economy, as U.S. consumer sentiment dropped in May to a record low, according to data collected by the University of Michigan. Surging oil prices and the U.S.-Iran war were primarily to blame for worsening sentiment, while many respondents , especially lower-income consumers, said high prices were eating into their personal finances. Groceries and household essentials will be a "real focus" of this year's promotions, Ghani said. …