Amazon has officially announced that its highly anticipated Prime Day discount event will take place from June 23 to 26 this year. This marks the 12th edition of the annual promotion, which for the second consecutive year will run for four full days, instead of the original two-day format.

One of the key changes is the date shift: for the first time, Prime Day will be held in June, moving away from its traditional mid-July slot. The company had already hinted at this change — possibly by accident — in its first-quarter earnings report released on April 29. That document mentioned that the event would take place in June in most countries, although no formal announcement had been made at that time. Shortly after, Amazon published a blog post officially confirming the news.

In the official statement, the company highlighted that Prime members can enjoy discounts on popular brands, social media trending items, creator-approved products, and Amazon exclusives. A spokesperson for Amazon told Mashable that the decision to move Prime Day to June was made with shoppers in mind, though they did not provide further details.

“We work with our teams around the world every year to determine the best timing for Prime Day,” the spokesperson said. “This year, we felt that holding the event in early summer was the right decision for our customers.”

As for competitors, chains like Best Buy, Target, and Walmart typically launch their own sales to coincide with Prime Day — a practice they maintained when the event was held in July. Everything suggests they will follow the same strategy this year, although none of them have confirmed their plans so far.