Amazon has extended its Prime Day event to a four-day sale, running from June 23 to June 26, 2026. This marks a significant shift from the traditional two-day format, giving Prime members more time to shop and allowing sellers additional opportunities to showcase deals. The move also pushes the event earlier in the year (from the usual July timing), which requires retailers to adjust inventory and marketing strategies ahead of schedule. For sellers, this means tighter deadlines for submitting deals and fulfilling orders, as inventory must arrive at Amazon’s fulfillment centers well in advance.
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