Amazon shifts Prime Day strategy to late June. The e-commerce giant plans to move its flagship sale event from July for the first time since 2015, positioning it within its second quarter ending June 30. Last year's four-day event generated 24.1 billion dollars in U.S. online spending, up 30 percent annually. The timing change reflects intensifying retail competition as Walmart and Target expand digital capabilities and same-day delivery options. Amazon faces mounting pressure from rivals investing heavily in fulfillment infrastructure. Moving Prime Day earlier could capture back-to-school shoppers while boosting second-quarter financial results. The strategic shift demonstrates how major retailers are reshaping seasonal shopping calendars to compete for consumer spending and market share in the evolving e-commerce landscape.
