When is Prime Day? Here are the dates for the shopping event.

June 21, 2023 | By Rebecca Fontana, Senior Editorial Manager

3 hands holding Amazon box

The official dates for Prime Day 2023 have been announced. One of the biggest shopping events of the year will return on July 11 and 12. Brands can now mark their calendars and finalize plans for how they can engage their audiences and highlight their deals during this exciting time.

Prime Day begins at 3 a.m. EDT on July 11, 2023, and it will bring shopping deals to current Prime members across the globe. In 2022, Prime Day saw its biggest event ever, with Prime members purchasing more than 300 million items worldwide and saving over $1.7 billion.1

In 2023, Prime Day begins on July 11 in Australia, Austria, Belgium, Brazil, Canada, China, Egypt, France, Germany, Italy, Japan, Luxembourg, Mexico, the Netherlands, Poland, Portugal, Saudi Arabia, Singapore, Spain, Sweden, Turkey, the United Arab Emirates, the U.S., and the U.K. Prime members in India can shop on Prime Day later this summer.

Prime Day can be especially important to small businesses: 2022 was the biggest Prime Day event for Amazon sellers, most of whom are small and medium-size businesses. Customers spent over $3 billion on more than 100 million items from small businesses in 2022.2

The weeks or months before Prime Day is also a great time to set up your marketing strategy to reach customers. In a 2022 Kantar survey, 71% of shoppers said they discovered new brands in the lead-up to Prime Day.3 To get started, Amazon Ads offers products and advertising tips that can assist with Prime Day planning. Self-service products including Sponsored Products, Sponsored Brands, Sponsored Display, and Amazon DSP can help you reach customers as they shop for Prime Day deals.

1-2 Amazon internal data, WW, 2022
3 Kantar Quickfire Survey, 2022. 3,008 survey respondents (across US, CA, MX, UK, DE, JP, AU), who have shopped Prime Day week in 2020 and/or 2021 and plan to do so in 2022