SEATTLE — Amazon's Prime Day 2026 event reached its final day on Sunday, closing a multi-day discount period featuring steep price cuts on flagship smartphones, laptops and smart-home devices across the United States, Europe and India.

The event has expanded in recent years from a two-day format into a longer summer sales window. Prime members were offered discounts on devices including the Samsung Galaxy S25 Ultra and the iQOO 15, according to product listings and promotional pages.

Competing retailers scheduled their own concurrent promotions to blunt Amazon's reach. Walmart and Target have historically timed rival sales to overlap with Prime Day. Adobe Analytics has tracked record online spending during past events.

Amazon has emphasised AI-powered shopping features and personalised recommendations across the 2026 campaign. Retail analysts expected the final day to drive a surge in last-minute purchases, particularly on electronics where inventory is limited.

The timing places pressure on smaller merchants who rely on Amazon's marketplace for visibility during the peak summer shopping period. Amazon has not yet released full sales figures for the 2026 event, though the company typically publishes selective performance highlights in the days after Prime Day concludes, often citing record participation from small and medium-sized sellers.