When does prime day start and end

On 5 October 2026, Amazon officially confirmed the schedule for its annual Prime Day event, which is set to take place later this month. The retail giant announced that the shopping extravaganza will officially begin at 12:01 a.m. PT on Tuesday, 13 October 2026, and will run for a total of 48 hours. The event is scheduled to conclude at 11:59 p.m. PT on Wednesday, 14 October 2026. This two-day window is designed to provide Prime members with exclusive access to deep discounts across a wide range of categories, including electronics, home goods, and fashion. Amazon noted that early deals will begin appearing on the platform starting 10 October to build momentum leading up to the main event. The company emphasized that this year’s sale will feature a record number of small business promotions alongside major brand markdowns. Shoppers are encouraged to monitor their personalized deal feeds and utilize the "Watch a Deal" feature in the Amazon mobile app to receive notifications when specific items go on sale during the 48-hour period.