AMAZON’S PRIME DAY RETURNS JULY 7 – 13 WITH UNMISSABLE OFFERS FOR AUSSIE SHOPPERS

IT’S A BIG DEAL!

Prime Day returns from 7 July to 13 July, giving Prime members 
access to major savings across leading global and local brands 

 New research shows Australians are increasingly using sales events 
to plan household spending and shop more strategically.

09 June 2026 — Amazon Australia today announced the return of its highly anticipated Prime Day event, delivering limited-time deals across seven days for Prime members from 12:01AM AEST Tuesday 7 July until 11:59PM AEST Monday 13 July. 

This year’s event kicks off with deals exclusively for Prime members, bringing together deep discounts from top brands and trending products, plus savings on fresh groceries from Harris Farm Markets, winter essentials and products from thousands of Australian businesses and small sellers – all with fast, free delivery.

Amazon Prime members can shop low prices on thousands of items across all categories including electronics, home, fashion, beauty, books, toys from leading and much-loved brands.

Prime Day delivers for the strategic shopper

Last year's Prime Day saw Amazon Prime members save big across the seven-day event, with everyday essentials, electronics, home and kitchen, and toys among the most popular categories. The event also saw strong participation from thousands of Australian small and medium businesses.

Arno Lenior, Director of Amazon Prime APAC, said Prime Day this year will continue to deliver for Australian shoppers.
"We're excited to bring Prime members seven full days of incredible savings across hundreds of thousands of deals, spanning the brands and categories Aussies love most. Australians are planning ahead, comparing options more carefully, and Prime Day has become the event they turn to. As one of the biggest shopping events of the season, with free and fast delivery, Prime Day is unmissable for shoppers across Australia.”

Sales events now central to how Australians manage spending

This year’s Prime Day comes as Australians continue to adapt how they manage household budgets, with new research commissioned by Amazon Australia showing major sales periods are now playing a more intentional role in how people plan and time their purchases.

The research shows that nearly nine in ten Australians (88 per cent) have adjusted their shopping behaviour in response to cost-of-living pressures, with 80 per cent deliberately postponing purchases to align with major sales periods.

Rather than simply reducing spend, Australians are becoming more selective in how they allocate their budgets, with 77 per cent saying they are buying fewer items overall but placing greater emphasis on quality when they do purchase. The average Australian is expected to spend $425 during sales events this year.

More than seven in ten Australians (73 per cent) report actively making trade-offs in their spending decisions, including scaling back discretionary categories such as dining out and travel to prioritise planned purchases during key retail events.

These shifts are being seen broadly across the community, with 79 per cent of middle-income Australians ($100,000–$169,000) also making deliberate trade-offs in how they approach shopping and budgeting.

Personal finance expert Canna Campbell said the findings highlight how household budgeting behaviour is evolving.
“What we’re seeing is a clear shift towards more structured and intentional spending,” Ms. Campbell said. “Sales events are increasingly being incorporated into household financial planning rather than treated as spontaneous shopping moments.

“People are comparing prices more actively, delaying purchases until key sales periods like Amazon’s Prime Day, and focusing on products that offer better long-term value. Importantly, this behaviour is now increasingly consistent across a wide range of income groups.”

Additional insights from the research

• The average Australian shopper expected to spend $425 during sales events this year.

• Families with children are expected to spend even more, with households with one or more children planning to spend an average of $577.
• 46 per cent of Australians are actively comparing prices across retailers before purchasing
• 51 per cent are reducing spending on dining out and takeaway
• 40 per cent are cutting back on travel and holidays

• Groceries and household essentials are the most anticipated spending category over the next 12 months (38 per cent)

The value of Prime membership

In Australia, Prime members enjoy fast and free delivery on millions of eligible local and international items in eligible postcodes, plus access to Prime Video, Amazon Music Prime, Prime Reading, Prime Gaming, exclusive deals, Prime Day, and more. Prime Video offers award-winning Amazon Originals and popular TV shows and movies; Amazon Music Prime includes 100 million songs and podcasts in shuffle mode, plus thousands of playlists and stations. Members can also enjoy a rotating selection of eBooks and gaming perks. New members can start a 30-day free trial at amazon.com.au/prime, then continue for $9.99/month or $79/year, with the flexibility to cancel anytime.

Tips to Get Ready for Prime Day

• Join Prime: Not yet a member? Try Prime free for 30 days at amazon.com.au/prime. Membership gives you access to Prime Day and a host of year-round benefits including fast, free delivery, and premium entertainment. After the trial, Prime is $9.99/month or $79/year.
• Create a Wishlist: Prime members can build a Wishlist and turn on deal alerts to be notified when those items go on sale.
• Download the App: Browse, search and shop with ease. The app also lets customers track orders, manage deliveries, and receive deal notifications.
• Shop faster with Amazon Lens: Using Amazon Lens, you can upload an image, take a photo, or scan a barcode to discover exact matches and similar items in the Amazon app - perfect for checking if an item you're after is on sale.
• Let Alexa help: Alexa-enabled devices can assist in preparing for Prime Day. Just say, “Alexa, start a Prime Day list” or ask “Alexa, what are my deals?” to begin shopping by voice.

Every Day Made Better with Prime 
Prime offers the best of shopping, savings, and entertainment to more than 200 million paid members around the world. In Australia, that includes Free delivery on millions of eligible local and international items for Prime members in eligible postcodes; Prime Video, which gives you access to exclusive and award-winning Prime Original series and other popular movies and TV shows; Amazon Music Prime, which gives you access to 100 million songs and podcasts in shuffle mode, thousands of stations and top playlists; Prime Reading, which gives you access to a selection of over 1,000 e-books; video game benefits with Prime Gaming; exclusive Prime member deals; access to Prime Day and more. New customers in Australia can join Prime at amazon.com.au/prime with Amazon’s 30-day free trial and then pay AU$9.99 a month or AU$79 a year and cancel anytime. 

About Amazon 
Amazon is guided by four principles: customer obsession rather than competitor focus, passion for invention, commitment to operational excellence, and long-term thinking. Amazon strives to be Earth’s Most Customer-Centric Company, Earth’s Best Employer, and Earth’s Safest Place to Work. Customer reviews, 1-Click shopping, personalized recommendations, Prime, Fulfillment by Amazon, AWS, Kindle Direct Publishing, Kindle, Career Choice, Fire TV, Amazon Echo, Alexa, Just Walk Out technology, Amazon Studios, and The Climate Pledge are some of the things pioneered by Amazon. For more information, visit amazon.com/about and follow @AmazonNews.

About Prime Day
Prime Day offers are subject to availability and are subject to change.