Amazon will hold Prime Day June 23–26 to capitalize on FIFA World Cup matches and U.S. 250th Independence Day celebrations. The four-day event generated $24.1 billion in U.S. online sales in 2025 and aims to boost grocery orders via expanded same-day delivery.
Amazon has moved its annual Prime Day from July to June 23–26 this year to align with FIFA World Cup group stages and the U.S. 250th Independence Day celebrations, aiming to tap increased consumer demand for event-related purchases.
The four-day sale generated $24.1 billion in U.S. online spending in 2025 after expanding from two days, marking its strongest performance; the last June Prime Day occurred in 2021 before five consecutive July events.
Amazon is promoting perishable groceries like bananas and ice cream through free same-day delivery for Prime members, intensifying its challenge to Walmart’s same-day grocery service under Walmart+.
Analysts expect strong year-over-year sales growth across major segments including appliances, home & garden, and office supplies, driven by deeper discounts and extended event duration.
