Prime Day timing has shifted, but consumers remain excited

Amazon has officially moved its Prime Day sales event from July to June, and consumers have thoughts.

According to a new study by Tinuiti, 88% of Prime members plan to shop during the event this year, up from 81% in 2025.

Among those shopping, 54% were “just as excited” about accessing the deals earlier this year, while 39% said they were “even more excited” about the earlier date. Only 7% said they were less excited.

The survey, which included responses from 1,000 Prime members, also found the most common reason among those who did not participate in the event last year but planned to this year was simply because they were more interested in finding deals. Additionally, about 1 in 4 shoppers felt better about their finances this year, including 42% of millennials and Gen Z.

By contrast, 53% of those who did not plan to participate this year were not looking for anything to buy, while 1 in 3 were concerned about money and 1 in 5 did not find products that usually have Prime deals as appealing.

“What is driving this shift from Amazon’s POV is to balance one major sales event per quarter,” Joe O’Connor, senior innovation and growth director at Tinuiti, said in an email. “It will also be interesting to see what Amazon does with Prime Big Deal Day: Will they move that to September to balance big discount events in Q2 (Prime Day), Q3 (Big Deal Day), and Q4 (BFCM)?”

Prime Day has continued to be a hit for not just Amazon, but also Amazon sellers even when it’s not in the summer. In October 2025, for instance, consumers spent $9.1 billion on Amazon’s fall Prime Day.

Ultimately, in the current economy, it’s all about getting a good deal. Per a recent US consumer survey by CouponFollow, 91% of shoppers said they delayed their purchases to get a discount, with 61% agreeing to wait over a month.