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2026 Amazon Prime Day Study
How Higher Gas Prices, AI Tools, and June Timing Will Impact Amazon’s Biggest Sales Event
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The New Rule of Prime Day: It Won’t Be Like Last Year
In 2025, Amazon doubled the length of its premiere summer sales event to four days. This year, Prime Day is expected to get pulled earlier in the calendar year, moving from its traditional July timing to June. Add in the complexity of rising gas prices from the war in Iran, and we’re once again looking at a unique backdrop for vendors and sellers.
That said, what is almost certainly going to remain true is that it will be one of the best opportunities to reach Amazon Prime members.
71%
of Prime Day shoppers say it’s a better opportunity than Black Friday/Cyber Monday
39%
of Prime members would be more excited for a June Prime Day Instead of July
39%
of Prime Day 2025 shoppers spent more money on Amazon because it lasted four days
Prime Members Are Excited about Prime Day, Even as Higher Gas Prices Weigh on Plans
Among Prime members surveyed by Tinuiti, 88% expect to make purchases during Amazon’s Prime Day event this year, compared to 81% who shopped during the event last year. For respondents who shopped last year and plan to shop again in 2026, nearly half are more excited this year, compared to just 9% who are less excited.
Asked about how different types of inflation might negatively impact their Prime Day purchases, 55% expect higher product prices to weigh on their shopping. The next largest share, 45%, said the same about both higher grocery prices and higher gas prices. The timing of the survey followed several weeks of elevated gas prices as a result of the war in Iran.
Make the Most Out of Amazon Prime Day
Understand how shoppers are approaching this year’s event, including:
- Top Picks: Which product categories Prime Day shoppers are most likely to purchase, and how much they’ll focus on everyday essentials.
- Christmas in June: How many Prime Day shoppers see it as a better opportunity than Black Friday/Cyber Monday, and whether they’ll use it to kick off Christmas shopping before the second half of the year.
- PrAIme Day: The extent to which Prime Day shoppers are going to turn to AI platforms like Gemini, ChatGPT, and Rufus to research deals.
The Complete Prime Day Study Vault
