Investing.com -- Amazon.com Inc (NASDAQ: AMZN) is shifting its annual Prime Day promotion to June from its traditional July window, according to reporting from Bloomberg. The strategic move alters the schedule for a sales event that has become a fundamental pillar of the modern e-commerce economy.

The timing is expected to occur in late June, though the company’s internal plans have not yet been made public. A representative for the retail giant declined to comment to Bloomberg on the matter.

The rescheduling carries significant weight for third-party vendors who rely on the discounting surge to attract new shoppers. Because Amazon captures roughly 40% of money spent online, competitors also track the date to capitalize on the increased web traffic.

Amazon originally launched the summer sale in 2015 to bolster sign-ups for its Prime membership program. Members currently pay an annual fee of $139 for various benefits, including shipping discounts and digital streaming services.

The company has recently experimented with the event’s duration, extending the sale to four days last year to give shoppers more time to browse. However, this change reportedly reduced the sense of urgency that typically drives high-volume, immediate purchases during the event.

Moving the sale to June will pull significant revenue into the second quarter, impacting Amazon’s upcoming financial reporting. Analysts also view the event as a critical barometer for measuring broader consumer sentiment during periods of economic uncertainty.