Key takeaways
- Prime Day 2026 runs June 23-26 across Europe, with deals dropping across all categories for Prime members.
Amazon's annual Prime Day event returns June 23-26, bringing hundreds of thousands of exclusive deals to Prime members across all categories—including clothing, beauty, kitchen, home, and electronics. The four-day shopping event kicks off at 12:01 a.m. CET on June 23, with deals available to Prime members on your local European Amazon Store and the Amazon Shopping app.
Members can save on top brands, trending products, and items exclusive to Amazon, plus fresh groceries, summer essentials, and back-to-school must-haves—all with fast, free delivery.
"Prime Day is the biggest shopping event of the year exclusively for members, whether they're looking for deals on the latest electronics, getting ahead on back-to-school shopping, or saving on fresh groceries and household essentials," said Jamil Ghani, vice president of Amazon Prime. "The incomparable value of Prime keeps growing, and this year is no exception.”
When is Prime Day 2026?
Prime Day 2026 runs from June 23 at 12:01 a.m. CET through June 26. The event is exclusively for Prime members.
What is Prime Day?
Prime Day is Amazon's annual shopping event offering millions of exclusive deals to Prime members. Since launching in 2015, it has grown into one of Amazon’s biggest shopping events of the year, with savings across categories like electronics, fashion, beauty, home, kitchen, and groceries.
This Prime Day, in France, Germany, Italy, Spain and United Kingdom, Amazon offers daily themed content curated exclusively for Prime members, including limited-time deals on newly launched items, and spotlighting Top 100 deals and Epic Prime Deals throughout the event.
How do I prepare for Prime Day 2026?
Shop personalised recommendations: Shoppers will see customized deal lists such as: 'recommended deals for you', 'deals related to your lists', '4+ star deals for you' and 'deals related to items in your cart', making it easier for customers to find deals that match their interests.
- Set deal and price alerts: Create alerts to track deals for specific needs. You can also set a target price on any item and get notified when it drops.
- Get organized with Lists: Add items to Lists now to quickly see which products go on deal during the event.
- Use Amazon Lens: Tap the camera icon in the Amazon Shopping app search bar to scan a product or upload an image—instantly finding similar items and Prime Day deals.
How do I sign up for Prime?
Anyone can join Prime in on their local European Amazon Store or start a free 30-day trial if eligible.
Where is Prime Day 2026 available?
Prime Day 2026 will take place in June in Austria, Belgium, Canada, Colombia, Egypt, France, Germany, Italy, Ireland, Luxembourg, Mexico, the Netherlands, Poland, Portugal, Saudi Arabia, Singapore, Spain, Sweden, Turkey, the United Arab Emirates, the United Kingdom, and the United States. Prime members in Australia, Brazil, India, and Japan will be able to shop Prime Day deals later this summer.
