Amazon Prime Day forecast to generate $22B in sales

Bank of America projects Amazon's Prime Day will generate nearly $22 billion in gross merchandise value over four days starting June 23.

"The shift to an earlier June date and expanded format should drive incremental GMV versus prior years," a Bank of America analyst said.

The 12th annual Prime Day runs June 23-26, maintaining the 96-hour format introduced last year but moving from its traditional July timing. Amazon is using the event to highlight its artificial intelligence-powered shopping tools, including personalized recommendations and AI-driven deal discovery.

The $22 billion GMV forecast would represent a significant sales haul for the e-commerce giant. The event serves as a key indicator of consumer spending strength heading into the second half of 2026, with Amazon expected to offer discounts across categories including electronics, home goods, and fashion.

Competing retailers including Walmart and Target typically run their own sales events during the same period, intensifying the promotional environment. The forecast positions Prime Day as one of the largest shopping events on the US retail calendar outside the holiday season.

The GMV projection signals that Amazon's strategy of expanding the event to four days is paying off. Investors will watch the company's Q3 earnings report for the financial impact of Prime Day on Amazon's retail margins and overall revenue growth.

This article is for informational purposes only and does not constitute investment advice.