Prime Day 2026: up to 35% off Amazon brands and how to buy them from Colombia

One of the most anticipated moments of the year for online shoppers has arrived: Amazon officially announced that its Prime Day 2026 will be from June 23 to 26—as confirmed by the company itself via Amazon News—four consecutive days of exclusive offers for Prime members. And the best part is that you don't have to wait until the 23rd: pre-deals are already active, with early discounts on thousands of products.

The hook for this edition is Amazon's own brands. The company announced up to 35% off Amazon brand items (such as Amazon Basics and Amazon Essentials) and markdowns that go even higher in some categories. These are exactly the practical, good-value-for-money products that end up in the day-to-day of any home: kitchen, organization, personal care, fashion basics, and accessories.

If you want to get straight to the point and see what is available today, you can explore the Prime Day early deals on Amazon. Keep two things in mind from now on: these are prices for Prime members and discounts change during the event, so the value you see today may not be the same tomorrow. Below we explain how to activate Prime and, above all, how to receive your purchases in Colombia without surprises.

This is a buying guide, not a review: we don't test every product in our hands. What we do is organize the important information so you can decide with criteria, compare intelligently, and understand the real cost of bringing something from the United States to your door in Colombia.

Prime Day 2026: what it is and why it starts in June this year

Prime Day is Amazon's biggest discount event, reserved for Prime members. During those days, Amazon releases markdowns in practically every category and refreshes offers throughout the day. This 2026 it was moved up to June: as confirmed by Amazon on its official channel (Amazon News) and reported by outlets like NBC Today Show, it is the first time since 2021 that Prime Day falls in June instead of the traditional July. The early date breaks with years of convention; for you, it means one good thing: starting to save earlier in the year.

Each day of the event, Amazon releases new batches of offers at fixed times and adds promotions very frequently. That is why it is worth checking more than once a day: what sells out in the morning sometimes returns, and new discounts appear that were not there hours before. The pre-deals that are already active are the best time to start building your list and compare calmly before the madness of the four days.

Up to 35% on Amazon brands: what is included in the offers?

When we talk about “Amazon brands” we refer to the store's own lines: Amazon Basics (home, kitchen, tools, simple technology) and Amazon Essentials (clothing and wardrobe basics), among others. They are products without a designer name, but designed to perform a function well at a sensible price. In an event like this, that value-for-money ratio becomes even more attractive.

As announced by Amazon, these are the discount caps you will see by category:

• Amazon brands (Amazon Basics and Amazon Essentials): up to 35% on home, kitchen, grilling, organization, and fashion basics items.
• Fashion in general: up to 40% on seasonal clothing, footwear, and accessories.
• Electronics: up to 30% on headphones, speakers, accessories, and home devices.
• Beauty and personal care: up to 30% on facial care, hair care, and sun protection.
• Home and kitchen: rotating markdowns on small appliances and organization items.

Those percentages are the maximums announced for the event; the exact discount changes depending on the product and is adjusted during the four days. The recommendation is simple: if something you need is discounted and the final cost works for you, don't wait until the last minute.

And it's not just the own brands: big names like Apple, Sony, Ninja, Bissell, Casper, and Carhartt also appeared with markdowns in the pre-deals. Availability and shipping to Colombia vary by product and seller, so it is always worth confirming that the offer you are interested in can be shipped to your address (directly or via a freight forwarder) before getting your hopes up.

How not to miss the best offers during the four days

Prime Day rewards those who arrive prepared. With pre-deals already active, it is worth having everything ready from now on so you don't have to improvise when the best prices drop between June 23 and 26. These are the moves that pay off the most:

• Build your wishlist on Amazon: add what you are interested in so you can track its price without losing sight of it.
• Check several times a day: Amazon releases new batches of offers at fixed times and adds promotions frequently, so the good stuff appears and disappears quickly.
• Confirm the “real” price: compare with the product's usual value so you don't fall for an inflated discount.
• Have everything ready before the 23rd: your Amazon account, active Prime membership, and, if you are going to use a freight forwarder, your U.S. address already configured.
• Decide quickly but wisely: if the final cost delivered to Colombia works for you and the product was already on your list, don't overthink it; the best offers have limited stock.

One last tip: group several purchases into the same shipment when using a freight forwarder. Consolidating usually lowers the cost per product and saves you repeated paperwork.

How to buy from Colombia, step by step

Buying on Amazon U.S. from Colombia is entirely possible, and it is becoming more common every year. The first thing is to have an account on the U.S. store (amazon.com). Since Prime Day offers are exclusive to members, you will need a Prime membership; if you have never had one, you can usually start with a free trial period and cancel it if it doesn't suit you.

For shipping, you have two paths. The first is Amazon Global: many products ship directly to Colombia, and at checkout, Amazon shows you an estimate of import taxes and duties (the so-called “import fees deposit”) plus the approximate delivery time for your address. The second is using a virtual mailbox: you are given an address in the United States, Amazon delivers there, and then you forward the package to Colombia. The mailbox opens the door to products that don't have direct shipping, and if you consolidate several purchases, it can be more cost-effective.

About taxes: purchases from the U.S. benefit from the FTA (Free Trade Agreement), which generally keeps the tariff at 0%. VAT (19%) may apply depending on the value of the package; individual purchases under USD $200 are usually exempt from tariffs when they come from countries with an FTA, although the exact conditions depend on the type of product. Amazon automatically calculates any estimated import taxes at the time of payment. The golden rule: always check the final cost at checkout before confirming, because that is where you will see the total price in Colombia including shipping and taxes.

You can pay with a Colombian card (Visa or Mastercard work without any problem) and keep in mind the daily exchange rate. If you want the full details on how to buy in the United States and receive in Colombia using a mailbox, we explain it step-by-step in our guide to buying in the U.S. and receiving in Colombia.

How to buy it from Colombia

Many Amazon products arrive in Colombia through Amazon Global: at checkout, Amazon estimates the import taxes and duties and the delivery time for your address. Another option is to use a virtual mailbox (an address in the United States) and forward the package. Always check the estimated final cost before paying.

Do you prefer to buy it locally or second-hand? Look for it on the Colombia Move marketplace, where Colombians buy and sell among themselves.

See availability for Colombia on Amazon →

Is it worth importing or is it better to buy locally?

Not everything is worth bringing from abroad, and being honest about this is part of shopping smart. Large and heavy products (major appliances, bulky furniture) usually drive up shipping and tax costs until the discount becomes irrelevant. If you need the item urgently, need a warranty that is easy to enforce, or need technical service just around the corner, buying it in Colombia can save you headaches.

For those cases, or when you simply prefer to support the local economy and receive it the same day, you can look at what other people are selling near you on the Colombia Move marketplace. The ideal is to combine the best of both worlds: import the basics and the technology that are truly worth it during Prime Day, and resolve the bulky or urgent items right here.

Frequently Asked Questions

When is Prime Day 2026?

Prime Day 2026 is from June 23 to 26, as officially announced by Amazon through Amazon News. It is the first time since 2021 that the event falls in June instead of the traditional month of July. Additionally, pre-deals are already active before those dates, so you can start comparing and buying from now on.

Do I need a Prime membership to access the deals?

Yes. Prime Day deals are exclusive to Prime members. If you have never had the membership, you can usually activate a free trial period to take advantage of the event and cancel it afterward if you are not going to use it.

Can I buy from Colombia and receive it here?

Yes. You have two options: Amazon Global, where many products ship directly to Colombia and the store estimates taxes and delivery time at checkout; or a virtual mailbox, an address in the United States from which you forward the package to Colombia.

What taxes do I pay when bringing an Amazon purchase to Colombia?

In Colombia, individual purchases with a value of less than USD $200 coming from countries with an FTA like the U.S. are usually exempt from tariffs (0% due to the FTA), although the 19% VAT may apply depending on the amount and type of product. Amazon automatically calculates any estimated import fees deposit at the time of payment. Always check the final cost at checkout before confirming: that is where you will see the real total with shipping and taxes included.

What exactly are “Amazon brands”?

They are the store's own lines, such as Amazon Basics (home, kitchen, simple technology) and Amazon Essentials (clothing and wardrobe basics). They offer good value for money, and on Prime Day 2026 they have up to 35% off.

Are Prime Day deals really worth it?

They are worth it when you already needed the product and the final cost delivered to Colombia works for you. Compare the price with its usual value, avoid buying on impulse just because of the percentage, and prioritize categories where Amazon is strong, such as home basics and technology.