Walmart Moves Deals Event to June to Compete Directly with Amazon Prime Day

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6.11.2026

Quick Facts

Walmart Deals runs June 22-28, directly overlapping with Amazon Prime Day (June 23-26) for the first time
Walmart’s 2025 event saw 24% year-over-year spending growth, six times faster than Prime Day’s growth
Four major retailers will run simultaneous sales during the same week, creating unprecedented deal competition

Walmart moved its annual Deals event from July to June 22-28, creating a direct collision with Amazon Prime Day for the first time. The seven-day event starts online at 12:01 a.m. ET on June 22 and in stores at 6 a.m. local time.

Amazon Prime Day runs June 23-26, earlier than its typical July timing. The overlap creates the most concentrated deal competition in retail history, with four major sales events running simultaneously.

Best Buy’s Tech Fest sale and Target Circle Deal Days also run during the same week, marking an escalation in retail deal wars.

Walmart Gains Market Share

Walmart’s strategy appears to be working. In 2025, spending on Walmart.com during its comparable weeklong Deals event grew 24% year over year, according to Bloomberg Second Measure credit and debit card data. Amazon Prime Day’s growth was just 4%.

Walmart’s web traffic rose 14% during that period while Amazon’s remained flat. The retailer’s app usage grew 22% compared to Amazon’s 3%, per Similarweb data.

Consumer research firm Numerator found that 49% of Prime Day shoppers in 2025 also shopped Walmart’s competing event, confirming cross-shopping behavior.

Key Differences from Prime Day

Unlike Prime Day, Walmart Deals is open to all shoppers. Amazon Prime membership costs $14.99 per month or about $140 annually when paid upfront.

Walmart+ members get 24 hours of early access to select deals starting June 22, with remaining items opening to all customers June 23.

The retailer expanded its event from four days last year to seven this year. Deals span electronics, fashion, toys, collectibles, furniture, and skincare across online and store locations.

Financial Performance

Walmart reported $165.6 billion in revenue for Q1 fiscal 2026, a 2.5% year-over-year increase. Global e-commerce sales rose 22% while U.S. comparable store sales increased 4.5%.

CFO John David Rainey said the company absorbed $175 million in higher fuel costs but emphasized investing in customer value. “We think the single best return that we can have on a dollar capital right now is to invest in the customer and invest in price,” Rainey told CNBC.

Walmart projects net sales growth of 3.0% to 4.0% for fiscal 2026, with adjusted earnings per share between $2.50 and $2.60.

The timing shift reflects retailers’ efforts to compete directly with Amazon’s e-commerce dominance while leveraging physical store advantages during peak shopping periods.