Amazon has officially announced the dates for its 10th annual Prime Day shopping event in India, after teasers. The 72-hour sale is scheduled to begin at 12:00 AM on July 4 and conclude at 11:59 PM on July 6, 2026. To mark the 10-year milestone, the e-commerce platform is introducing specialized anniversary deals, discounted membership tiers, and AI-driven features for its Prime user base.
Membership Discounts and Financial Incentives
As part of the anniversary event, Amazon is temporarily reducing the cost of its annual subscription tiers for new members. The pricing adjustments are structured as follows:
| Membership Tier | Regular Annual Price | Anniversary Promotional Price |
| Standard Annual Prime | INR 1,499 | INR 999 |
| Prime Lite | INR 799 | INR 599 |
| Prime Shopping Edition (PSE) | INR 399 | INR 299 |
Additionally, the event features specific banking partnerships and cashback structures:
- SBI and Axis Bank: A 10% additional savings on credit card and EMI transactions.
- Amazon Pay ICICI Bank Credit Card: Unlimited 5% cashback for Prime members.
- Amazon Pay Later: Interest-free EMIs spread across three installments on cart values of INR 1,500 and above.
- Travel Booking Discounts: Travel incentives include a 10% instant discount via MakeMyTrip, alongside up to 75% off on hotel bookings and up to 17% off on bus reservations.
Product Launches and Brand Participation
The 2026 event will feature more than 500 new product launches from over 100 Indian and global brands. Participating companies span multiple sectors, including consumer electronics, home appliances, apparel, and daily essentials.
Key participating brands include:
- Electronics & Tech: Samsung, OnePlus, HP, Lenovo, Asus, iQOO, and Redmi.
- Fashion & Lifestyle: Adidas, Allen Solly, Puma, Van Heusen, and Mokobara.
- Home & Kitchen: LG, Bosch, Borosil, Crompton, Kohler, and Shark Ninja.
The sale will also feature products from small and medium businesses (SMBs), regional artisans, weavers, and women-led enterprises, including brands like DC Doctor’s Choice and Mille.
AI Integration and Digital Features
Amazon is deploying several artificial intelligence tools on its platform to assist consumers during the 72-hour window:
- Rufus: A conversational AI assistant designed to provide product recommendations, price insights, and comparisons.
- Lens AI: A visual search tool enabling users to look up items using images.
- AI Review Highlights & Buying Guides: Tools designed to summarize consumer feedback and streamline product research.
- Prime Playback: Launching on June 18, this feature generates personalized video summaries for select members, highlighting their historical shopping milestones and streaming preferences on the platform.
Furthermore, integration with Alexa allows users to manage their shopping carts and track orders via voice commands. Amazon-branded hardware, including Echo smart speakers and Fire TV devices, will see promotional discounts of up to 45% during the event.
Entertainment Lineup
In tandem with the shopping event, Prime Video has announced a slate of upcoming content premieres across various genres and languages. The lineup includes:
- Original Series & Reality TV: The investigative thriller Raakh, comedies The Pyramid Scheme and Gram Chikitsalay Season 2, and a daily reality series titled Alliance (premiering June 26).
- Digital Premieres: Post-theatrical streaming rights for major Indian box-office films, including Karuppu, Drishyam 3, and Dacoit.
- International & Anime Content: Global titles such as Scream 7, Elle, and Your Fault London, alongside anime series like Ghost in the Shell.
Further details are available on the Amazon India website.
Abhinav Agarwal, Director – Prime, Amazon India, said:
From new launches and blockbuster entertainment to great deals delivered fast, Prime Day has always been about celebrating our members, sellers and brand partners. As we mark the 10th edition of Prime Day, this milestone makes the celebration even more special reflecting a decade of delivering shopping, savings and entertainment across Bharat. We are excited to bring our Prime members an even superior experience this year with the biggest launches, special never-seen-before anniversary deals, incredible AI experiences, blockbuster entertainment and more. throughout the 10th edition of Prime Day.