Amazon has announced that its now-annual Big Spring Sale will time with the end of March 2026.
All consumers can shop Amazon during the sale period, Amazon said. However, it will feature a “Prime Spring Deal” badge for items with sales exclusive to Amazon Prime loyalty members.
Amazon is promoting Rufus, one of its agentic artificial intelligence (AI) tools, as a shopping assistant during the event.
“Ask Rufus to help you find deals, track prices with Price History, set up price alerts to be notified when a product you’re interested in reaches a certain price, or enable Auto Buy to have Rufus purchase items automatically when they hit your target price,” Amazon said in announcing the 2026 Big Spring Sale.
Its most recent Prime Day-equivalent ran in October 2025 (Called Prime Big Deal Days), two months after Amazon ran its main sales event in the summer. Its summer Prime Day sales event ran for four days in 2025, from July 8 to July 11. Both the summer and fall promotional periods follow the return in March of Amazon’s Big Spring Sale, the pre-summer equivalent of its Prime Day event.
Amazon announced the sales event two days before announcing that it is introducing one-hour and three-hour delivery options in the U.S. It said one-hour delivery is available in hundreds of cities and towns. Meanwhile, three-hour delivery is available in more than 2,000 cities and towns, according to Amazon.
Prime members will pay delivery fees of $9.99 for one-hour delivery and $4.99 for three-hour delivery. Non-members pay $19.99 and $14.99, respectively. The standard same-day delivery option remains free for members on qualifying orders.
Amazon ranks No. 1 in Digital Commerce 360’s Top 2000 Database. The database is how Digital Commerce 360 tracks the largest North American online retailers by their annual ecommerce sales.
Amazon is also No. 3 in Digital Commerce 360’s Global Online Marketplaces Database. That database ranks the 100 largest such marketplaces by third-party gross merchandise value (GMV).
When is Amazon Prime Day 2026?
In 2026, Amazon’s Big Spring Sale — its Prime Day equivalent — will last for one week, from March 25 through 31.
It will begin and end based on Pacific time in the U.S., at 12:01 a.m. on March 25 and at 11:59 p.m. on March 31.
The online marketplace said consumers will find products discounted up to 50% off on Amazon Outlet. Deals will also include discounts of:
- 40% off fashion products
- 40% off Easter
- 35% off kitchen supplies
- 30% off beauty products
- 30% off lawn and garden products
- 25% off grocery
- 25% off home products
“Our customers are busier than ever and are looking for new ways to save time while keeping their households running,” said Udit Madan, senior vice president of Worldwide Operations at Amazon, in announcing the new delivery speed offerings. “We saw an opportunity to use our unique operational expertise and delivery network to help make customers’ lives a little easier while unlocking even more value for Prime members.”
Amazon’s largest sales event of 2025 ran from July 8 to July 11, and its fall-equivalent Prime Big Deal Days ran on Oct. 7 and 8.
The four-day promotional period in July 2025 marked the first time the retailer’s main sales event of the year was not just one or two days.
How much did Amazon make on Prime Day?
Although Amazon did not attach a dollar amount to its summer 2025 Prime Day sales, it said the event was its biggest ever.
Digital Commerce 360 previously reported that during the time frame of the summer event, U.S. ecommerce sales outside of Amazon reached $24.1 billion. That’s $300 million more than Adobe had projected going into the event, as well as the equivalent of combining Black Friday and Cyber Monday online sales in 2024 ($10.8 billion and $13.3 billion, respectively).
How many countries will Prime Day take place in?
Amazon Prime Big Deal Days will take place in 18 countries:
- Australia
- Belgium
- Brazil
- Canada
- Colombia
- France
- Germany
- Ireland
- Italy
- Japan
- Mexico
- Netherlands
- Poland
- Singapore
- Spain
- Sweden
- U.S.
- U.K.
When is Amazon Prime Day usually?
Dates for Amazon Prime Day in the past:
- 11th: July 8-11, 2025
- 10th: July 16-July 17, 2024
- Ninth: July 11-12, 2023
- Eighth: July 12-13, 2022
- Seventh: June 21-22, 2021
- Sixth: Oct 13-14, 2020
- Fifth: July 15-16, 2019
- Fourth: July 16-17, 2018
- Third: July 11-12, 2017
- Second: July 12, 2016
- First: July 15, 2015
How often is Amazon Prime Day?
Until 2022, Amazon Prime Day was once a year in the summer. In 2022, the retail giant added another Prime Day event in October. So how many times a year is Prime Day? The answer used to be once. Amazon then established a two-year pattern of two separate sales events.
As of 2024, Amazon held its inaugural Big Spring Sale, from March 20 through 25. That Big Spring Sale event was open to all customers, and Prime members received access to exclusive deals, Amazon said.
Currently, the answer is that Amazon Prime Day — in its various sales event forms — is three times a year.
How do you sign up for a Prime membership?
You can join Prime or start a free trial at Amazon Prime Day. Amazon has recently faced a lawsuit from the U.S. Federal Trade Commission alleging the ecommerce giant duped consumers into signing up for its Prime membership service and deliberately made it hard to cancel.
How to prepare to find deals on Prime Day
The value of Prime Day to retailers both small and large is undisputed, as millions of shoppers visit the site in search of once-a-year deals.
- Sign up for the Prime Insider newsletter to hear about Amazon Prime member benefits and find updates on deals and events.
- Create deal alerts for recommendations. As an Amazon Prime Member, you can subscribe to receive deal alert notifications related to recent Amazon searches and recently viewed items. All you have to do is visit the Prime Day event page on the Amazon app before Prime Day to create deal alerts. Once Prime Day arrives, members will receive push notifications on any available deals.
- Get deal notifications from Alexa. Alexa can make sure you don’t miss any Amazon deals. Members can add products to their Wish List, Cart, or Save for Later, and then ask Alexa to notify them about the deal.
- Set a reminder so you don’t miss the multi-day event.
- Check back here to see the latest updates.
What are the Big Spring Sale and Big Deal Days, and how are they different from Prime Days?
Amazon called its inaugural March promotional period its Big Spring Sale. In October 2023, it created a new fall sale event called Big Deal Days. Amazon’s Big Spring Sale is not exclusive to Prime members. The online retailer also held a fall sale in 2022 for the first time, called the Early Access Sale.
Prime Day is now Amazon’s biggest sale of the year. It is usually held during the summer months. In 2025, it was July 8 through July 11. Historically, the annual event has been two days and for Prime members only.
Prime Day, which features deals on many products on Amazon.com, began in 2015 as a celebration of Amazon’s 20th year in business. It turned into a summer sales holiday to drum up additional business for Amazon — and the retailer’s marketplace sellers — before the holiday shopping season. In recent years, other large retailers have offered promotions on their own websites around Prime Day to take advantage of the additional online shoppers.
Abbas Haleem, Brian Warmoth, Mary Meisenzahl, James Risley and Paul Conley contributed to this report.
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