Amazon is putting groceries at the center of Prime Day
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Amazon is putting a spotlight on groceries this Prime Day, reflecting its broader push to become a bigger destination for shoppers' everyday spending, not just occasional big-ticket purchases.
Why it matters: The retail giant is using its marquee summer sales event to highlight grocery savings, faster delivery and AI-powered shopping tools as it looks to make Prime a deeper part of consumers' daily lives.
- Prime Day has become a barometer for consumer spending, with major retailers often launching competing promotions to attract value-conscious shoppers.
Driving the news: Amazon's Prime Day will run June 23-26, marking the second consecutive year the company has stretched the event to four days and the first time since 2021 the sale has been held in June.
- The company is promoting millions of deals across more than 35 categories but is putting particular emphasis on fresh food, pantry staples and household essentials this year as it continues to expand its grocery business.
- "We're working really hard to make grocery a destination during Prime Day," Jamil Ghani, Amazon's vice president of worldwide Prime, told Axios.
- Target announced Tuesday that its Circle Deal Days will run June 23-26, the same dates as Prime Day.
By the numbers: Amazon delivered 4 billion grocery and everyday essentials items through same-day delivery in the U.S. last year, Ghani said.
- Globally, Amazon delivered 8 billion items through same-day or next-day delivery services last year.
- Prime members saved an average of about $550 on shipping in 2025, according to the company.
Between the lines: Prime Day is increasingly serving as a showcase for Amazon's broader efforts to make Prime a daily habit rather than simply a shopping membership.
- The company has spent the past year expanding grocery offerings, speeding up delivery and rolling out AI-powered shopping tools through Alexa+ that can help consumers discover deals, track prices and manage recurring purchases.
- Amazon also is encouraging shoppers to use Alexa for Shopping to build personalized deal guides, track prices, set deal alerts and automatically purchase products once they hit a target price.
What they're saying: Ghani said shoppers continue to buy a mix of necessities and discretionary items, though grocery and everyday essentials are among the company's fastest-growing categories.
- "It's great to get a deal on the TV you've been saving up for," Ghani said. "But it's also really great to know that folks were able to stretch their grocery dollar that much further because of the event."
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