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Amazon confirmed its 10th annual Prime Day sale will remain a two-day event, as it has for the past seven years.

Amazon.com Inc. confirmed in April that it would hold another Prime Day sale in July 2024. It will be the 10th year Amazon has held the sale.

Now, the retailer has shared the event’s dates. The Amazon Prime Day sales event will be July 16 through July 17, starting at 12:01 a.m. Pacific time, the retailer announced.

Prime members will have “exclusive access to millions” of deals, Amazon said. That includes invite-only deals, which Prime members can request invitations for. Two such invite-only deals are for up to 40% off Sony wireless headphones and up to 30% off Peloton products, Amazon said. And Amazon will continue to drop new deals “as often as every five minutes during select periods throughout the event.”

In 2023, Amazon customers saved nearly $24 billion via deals and coupons, according to Jamil Ghani, vice president of Amazon Prime. He said Prime members accounted for the “vast majority of those savings.” More than $2.5 billion of those savings were during Prime Day 2023, Ghani said.

Amazon is No. 1 in the Top 1000. The database is Digital Commerce 360’s ranking of the largest North American online retailers. Amazon is also No. 3 in the Global Online Marketplaces database, which ranks the 100 largest global marketplaces.


The most recent Amazon sales event

Most recently, the online retail giant held its inaugural Big Spring Sale from March 20 through 25, its first Prime Day-equivalent sales event of 2024.

The Amazon Big Spring Sale event was open to all customers, and Prime members received access to exclusive deals, Amazon said. Additionally, Amazon said it would release new deals each day of the event. In the U.S., shoppers found deals up to 50% off on beauty products as well as sports and outdoors equipment, according to Amazon. They also saw 40% off some home products, spring apparel and electronics.


“The Big Spring Sale was an opportunity for customers to save on seasonally relevant deals across a wide selection of products, including spring fashion, outdoor furniture, lawn and garden essentials, cleaning and organizing products, and more,” an Amazon spokesperson told Digital Commerce 360.


The Big Spring Sale’s best-selling items included:

  • COSRX Snail Mucin
  • PRETTYGARDEN Women’s Loose Solid Off Shoulder Romper
  • Sunzel Flare Leggings
  • YKYI Electric Spin Scrubber
  • Bluetooth Headphones Wireless Earbuds
  • Coleman Breeze Beach Chair

Amazon said that last year Prime members purchased more than 375 million items during the event, making it the biggest Prime Day ever. The mass merchant also said it had its fastest-ever global shipping speeds for Prime members in 2023, with more than 4 billion units arriving the same or next day for U.S. customers and more than 2 billion for those in Europe.

How many countries will Prime Day take place in?

Amazon Prime Day will take place in 24 countries, including:

  • Australia
  • Austria
  • Belgium
  • Brazil 
  • Canada
  • Egypt
  • France 
  • Germany 
  • India
  • Italy 
  • Japan 
  • Luxembourg
  • Mexico
  • Netherlands 
  • Poland
  • Portugal
  • Saudi Arabia
  • Singapore
  • Spain
  • Sweden
  • Turkey
  • The United Arab Emirates
  • The United States
  • The United Kingdom

How much did Amazon make on Prime Day 2023?

Consumers worldwide spent nearly $13 billion with Amazon.com Inc. during the retail giant’s ninth-annual Prime Day, according to Digital Commerce 360 analysis.

Digital Commerce 360 estimates Amazon’s sales on Prime Day 2023 hit $12.90 billion globally during the manufactured retail holiday, which spanned July 11 and 12. That’s up 6.7% year over year from the same shopping spree in 2022, which ran July 12 and 13.

In 2023, Amazon held a second Prime Day sales event Oct. 10-11, 2023. That fall event was called Prime Big Deal Days, and it was announced in a LinkedIn post from Doug Herrington, CEO of Amazon Worldwide Stores. Amazon sellers previously told Digital Commerce 360 they’d been given an Aug. 11 deadline to submit deals for the event.


Shoppers largely avoided big-ticket items in favor of smaller purchases. 58% of purchases in a period of the sale monitored by research firm Numerator cost less than $20, indicating consumer preference for inexpensive products.

The summer Prime Day sales event in 2023 grew less than in the previous year, up 6.7% to $12.9 billion, according to Digital Commerce 360 Research.

When is Prime Day 2024?

The next major Amazon sale will be held in July 2024. Amazon held its last major sale in March.

Amazon Prime Day 2023 was held Tuesday, July 11, and Wednesday, July 12. We’ll update this page regularly to reflect new information. 


Dates for Amazon Prime Day in the past:

  • 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 has since established a two-year pattern of two separate sales events. This year, it also hosted the Amazon Big Spring Sale for the first time in 2024.

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 this year’s 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 2023, it was July 12 and July 13. Historically, the annual two-day deals event is 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 designed 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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