Can't wait until Prime Day? According to a March report from Bloomberg, Amazon's biggest sale of the year might be arriving sooner than expected. While there hasn't been official confirmation of the date change yet, here's what we know so far.
When is Amazon Prime Day 2026?
Traditionally, Amazon Prime Day takes place in the peak of summer around early July. Though not confirmed by Amazon, it is rumored that Prime Day 2026 will move to late June for the first time ever. However, there is still a possibility that the retailer will stick to its routine timeframe.
In 2025, Amazon hosted Prime Day over a span of four days, a first for the retailer. In previous years, Prime Day was labeled as a two-day event. For 2026, it is unclear if Prime Day will revert to its original schedule or repeat from last year.
Does Amazon Prime Day happen twice a year?
Primary Prime Day occurs in the summer, but a second Prime Day-labeled sale occurs in the fall, also known as Prime Big Deals Days. Customers can expect the fall Prime Day to occur sometime in October, typically, in a similar timeframe as the main summer event.
Best Amazon deals to shop now
Whether for touch-ups or a full routine, the Kintion Pocket Mirror is just a few inches tall and wide to stick in your bag or use as a portable travel mirror.
A recent winner in our Shop TODAY Sleep Awards, this portable reading light clips to a page and lights up with eight adjustable settings to choose from.
Bobbie Thomas recently shared that Anua's Zero-Cast Moisturizing Sunscreen SPF 50 is one of her favorite SPFs for reliable coverage. According to the brand, it has zero white cast and a non-greasy texture.
According to our experts, water flossers are a helpful device to remove stubborn food, bacteria and more between the teeth. If you're new to the device, associate editor Kamari Stewart-Jackson recommends the pick above, especially if you're short on space.
"I now use this one several times a week," she raves. "It has several settings (I usually keep it to the gentlest clean setting because my gums are sensitive), but it’s easy to maneuver and lightweight. Plus, it takes up so little space on my counter. I don’t think I’ll ever go back to any other water flosser after using this one.”
This wireless charging pad is compatible with the latest iPhones, and keeps your device secure with a powerful magnet while charging in just a short period of time.
While you're adjusting to the traditional weather, throw on this sweater top to stay warm on chilly spring nights. It was a recent customer favorite in our Amazon April Bestsellers segment.
If you asked the Shop TODAY team their favorite Clinique product, they'd most likely say the Almost Lipstick. Available in three universally flattering shades, the lipstick goes on like a lipstick but leaves a subtle neutral sheen on the lips.
"I have very fair skin, so I find this color to be the perfect fall or winter red for everyday wear," said associate editor Shannon Garlin in her review. "It complements my skin tone nicely and helps add a pop of color without being overwhelming. I probably wear this shade every day to work — it just goes with everything and helps me feel put together."
With warmer weather soon upon us, that also means it is nearly time to swap out our trousers for denim shorts. Levi's iconic 501 pants come in a short version that is a current Amazon bestseller in its category.
This spin mop as a built-in wringer and splash guard for hands- and mess-free cleaning. The mop head is also machine-washable so you can use it repeatedly.
Crocs offer more than meets the eye. They're fully customizable with Jibbitz charms, lightweight, water-friendly, flexible and breathable, making them an ideal summer shoe.
With thousands of rave reviews, a near five-star rating and a current No. 1 bestseller, BAGSMART Puffy Tote Bag is evidently a reliable work and travel bag to have on hand. Customers compliment its lightweight and durable design, which many have said is easy to clean.
Garlin raves that this oversized blanket from Ugg is “the softest, warmest blanket I’ve ever owned." She adds that the blanket is "nice and thick, and looks lovely and luxurious draped on my couch or bed.”
At just five inches wide, Keurig's single-serve coffee maker is an ideal size for small spaces. According to the brand, it brews any cup size between 6 and 12 oz in minutes, by using a Keurig K-Cup pod.
A frequent bestseller during any Amazon sale event, the Beckham Hotel Collection Bed Pillows offer soft support for side, back and stomach sleepers.
The recently updated Apple AirPods Pro are currently $50 off on the retailer. From active noise-cancellation to live translation, expect a better audio experience compared to previous versions.
How we chose
At Shop TODAY, our reporters interview a range of qualified sources and experts to capture a wide scope of perspectives on a given topic. We also make sure that all expert guidance and recommendations are made independently and with no undisclosed financial conflicts of interest.
