March 12 (Reuters) - Amazon.com ( AMZN ) is planning to

move its Prime Day sale event up to late June, Bloomberg News

reported on Thursday, marking a rare shift in calendar for the

critical, decade-old shopping event.

Prime Day is marked by heavy discounts on categories ranging

from apparel and electronics, and its summer iteration coincides

with the back-to-school shopping season with parents and

students waiting to cash in on the deals.

The timing shift would also move Prime Day sales to Amazon's ( AMZN )

second quarter, which typically ends on June 30. The company did

not immediately respond to a Reuters request for comment.

Amazon's ( AMZN ) Prime Day event has taken place in July since its

launch in 2015, barring a change for two years during the

pandemic.

Last year, the event was extended to four days from the

usual two, and drove $24.1 billion in online spending across

U.S. retailers, up 30% from a year ago, according to data from

Adobe Analytics.

However, Amazon ( AMZN ) has also had to contend with competing deals

events from retailers such as Walmart ( WMT ) and Target ( TGT )

as these companies invest in their digital order fulfillment and

same-day delivery capabilities.

Contribution to U.S. sales from e-commerce almost doubled

for Walmart ( WMT ) in its most recently reported quarter, and the

company said customers using its option for delivery under three

hours grew more than 60% for fiscal year 2026.

(Reporting by Juveria Tabassum in Bengaluru; Editing by Arun

Koyyur)