Amazon.com is reportedly planning to shift its Prime Day shopping event to late June, marking a rare schedule change for the decade-old retail promotion. During Prime Day, significant discounts are offered on a wide range of products, including apparel and electronics. The event coincides with the back-to-school shopping season, attracting parents and students looking for deals.

This adjustment will place the Prime Day sales within Amazon's second fiscal quarter, which typically concludes on June 30. Since its launch in 2015, Amazon's Prime Day has traditionally been held in July, although it was paused for two years during the pandemic.

Last year, the event was extended from its usual two-day duration to four days, driving online spending for U.S. retailers to $24.1 billion, a 30% increase compared to the previous year, according to data from Adobe Analytics.