We track sales every day, but nothing compares to Amazon's biggest shopping holiday. When is Prime Day 2023? The company keeps that information under lock and key until shortly before the event. Our shopping experts evaluated the dates of previous Prime Days and came up with clever predictions for this year's sale.


Dates of Previous Prime Days

While the past doesn't predict the future, it can certainly help guide our decisions. Here's a list of the start dates of previous Prime Days.

  • July 15, 2015 (the first Prime Day)
  • July 12, 2016
  • July 11, 2017
  • July 16, 2018
  • July 15, 2019
  • October 13, 2020
  • June 21, 2021
  • July 12, 2022
A black friday shopper holds several shopping bags over their sholders

Consumer Rumor: Another Prime Day This Year?

Notable Changes to Previous Prime Days

Prime Day started as—get this—a single day! Now, it's a 48-hour shopping event. The first major change, one might argue, happened on Amazon Prime Day 2017. That's when the event first surpassed the 24-hour mark. That year, Prime Day extended to 30 hours.

Prime Day extended to a full 48 hours in 2019. The event ran from July 15th through July 16th, and we saw several flash sales during those extra hours.


When Does Brad's Deals Expect Prime Day 2023?

Given all the information, our experts predict Prime Day 2023 will happen in mid-July. We also anticipate a strong sale in October, potentially a follow-up to the successful event a few years ago.

The team at Brad's Deals knows where to find the best Prime Day deals. Get notified by signing up for the free Brad's Deals newsletter or by downloading the free mobile app. We're also excited to connect with shoppers on TikTok, Instagram, Facebook, and everywhere else you talk about deals.