Why Did Amazon Prime Day Shift To June? Here's What The Company Has Said (And Not Said)

Technically, this isn't the first time Prime Day has occurred in June. Amazon is hosting its 2026 Prime Day sale from June 23 to 26 instead of mid-July like usual, throwing the summer retail calendar for a loop. What gives? The company isn't sharing many details about its reasoning. But based on what it has said, and what it's prioritizing lately, …