Amazon needs to bring back the two-day Prime Day in July. Four days is too long
By Jasonlandro · June 30, 2026 · Curated by George's Blog
Amazon needs to bring back the two-day Prime Day in July. Four days is too long and doesn't create urgency like two days. June is too early.
Amazon got away with four days last year because it was novel, but the lengthy Prime Day was tired in year 2
Brands can't run massive deals for four straight days, and consumers are overwhelmed with choices when they have 4 days to try to find the best deals
Our data shows that brands went heavy on deals on days 1 and 4 and pulled back days 2 and 3, generally
That makes a lot of sense in light of what I outlined above
I recognize Adobe is projecting an increase in sales year over year for the event, but that doesn’t mean it wouldn’t have been stronger if it were two days
Inflation also has had a huge impact on pricing, which drives up the total sales for the event
As for the month, June is too early beacuse it's before July 4, so no one is in back-to-school mode yet
People generally spend a lot of money on vacation, parties, etc. for the 4th, so having Prime Day before July 4th seems like a self-inflicted wound in terms of capitalizing on spending trends
Also, Amazon shouldn't focus so much when other retailers run their online high-visibility events
It seems Amazon is trying to keep Walmart, Target, etc. guessing and on their toes about when Prime Day will be by moving it around, keeping the date close to the vest, and extending the duration of the event
The consequence is that there is less time to advertise the event to consumers, which hurts
I talked to many people who didn't realize it was "Prime Day" until day 3 of the event
Also, Amazon created this now-iconic event
By comparison, Walmart and all the other online retailers have nothing when it comes to a summer blockbuster sales event
Amazon should let them all chase and pound its chest like the 800 lb gorilla it is
Do you agree? Disagree? Why?
P.S. Four days is a grueling marathon for everyone involved in operating Prime Day. 2 days is much more manageable and sane