- February 19, 2026
- BELONGING JAPAN
Amazon Sale events in Japan are closely tied to the country’s culture and seasonal customs. From New Year’s lucky bags to shopping tied around school, work, and holiday schedules, these events provide opportunities for big savings.
We’ve updated our 2026 guide with the latest confirmed dates and expert predictions to help you time your big purchases perfectly.
Quick Update: The next major event is the Amazon New Life Sale, happening this March!
Table of Contents
Chapter 1: Amazon Japan 2026 Sale Calendar
January “New Year’s first sale (Hatsuyuri) Sale”: Jan 3 – Jan 7 (Finished)- March “New Life Sale” : March 3 – March 9 (Confirmed)
- April “Golden Week Sale” : Late April
- July “Prime Day” : Mid-July (Annual Highlight)
- October “Prime Appreciation Days” : Mid-October
- November “Black Friday” : Late November (Biggest Discounts)
- December “Holiday / Year-End Sale” : Mid-December
Chapter 1: Amazon Sales Upcoming Events Guide 2026
1. January – Hatsu-Uri Sale
In Japan, “Hatsuuri” (New Year’s first sale) usually takes place in early January. During this period, both department stores and online retailers hold sales. Amazon typically launches its Hatsuuri Sale around January 3. A unique highlight of this sale is the “Fukubukuro” (lucky bags), which contain surprise items, making them a popular choice among shoppers.
Past Sales Dates:
- From January 3 – 7th, 2026
- From January 3 – 7th, 2025
April marks the start of Japan’s fiscal and school year. Many people move homes, buy furniture, and prepare for a new lifestyle. To meet this demand, Amazon holds the Shin Seikatsu Sale in early March, featuring discounts on home appliances, daily necessities, and computer accessories.
Confirmed Sales Dates:
- March 6th, Fri – 9th, Mon, 2026
Past Sales Dates:
From February 28th – March 4th, 2025
From March 28th – April 1st, 2025
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3. April–May – Golden Week Sale
Golden Week 2026 runs from April 29 (Wed) – May 6 (Wed). Many take extended vacations, travel, or enjoy outdoor activities. Amazon matches this demand with sales on travel goods, outdoor equipment, and family leisure products.
Predicted Sales Dates: Late April – Early May 2026
Past Sales Dates:
From April 18th – 21st, 2025
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4. July – Amazon Prime Day (Prime Members’ Sale)
Summer bonuses are distributed in late June and early July, making this a key shopping season. Amazon Japan usually schedules Prime Day around this time, offering Prime members exclusive discounts.
Predicted Sales Dates: Mid-July 2026
Past Sales Dates:
From July 11th – 14th, 2025
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5. October – Major Prime Member Sale
Amazon Japan holds another large-scale Prime sale in autumn, typically in mid to late October, targeting electronics, appliances, and seasonal products.
Predicted Sales Dates: October 2026
Past Sales Dates:
From October 7th – 10th, 2025
6. November – Black Friday Sale
Black Friday is now a major shopping event in Japan. Amazon’s Black Friday Sale often runs for over a week.
Predicted Sales Dates: Late November – Early December 2026
Past Sales Dates:
From November 24th – Dec 1st, 2025
7. December – Holiday Sale
December is the year-end shopping season in Japan. Amazon usually schedules its Holiday Sale before companies begin their holidays around December 28.
Predicted Sales Dates: Mid – Late December 2026
Past Sales Dates:
From December 16th – 25th, 2025
Chapter 2: Ongoing Sales
Time Sales
Amazon runs daily time-limited deals across categories. If you have a specific item in mind, it’s worth checking daily to catch unexpected discounts.
Chapter 3: FAQs – Amazon Sales in Japan 2025
Q1. What is the biggest Amazon Sale in Japan?
Amazon Prime Day and Black Friday are usually the largest sales, offering wide discounts across categories.
Q2. Does Amazon Japan offer Fukubukuro (lucky bags)?
Yes. During the Hatsuuri Sale in January, Amazon features Fukubukuro bundles, a traditional New Year shopping custom.
Q3. Does Amazon Japan participate in Black Friday?
Yes. Black Friday has become one of the most anticipated sales in Japan, typically held in late November.
Q4. How can I get the best deals during Amazon sales?
Check official sale pages in advance
Add items to your wishlist before the sale begins
Watch for time sales and lightning deals
Use Amazon Japan’s Prime membership for exclusive discounts
* This article provides general information about Amazon Japan’s sales based on past trends and available announcements. Exact dates may change. Please confirm the latest information directly on Amazon Japan’s official sale page before shopping.
* When you purchase products introduced in the content, a portion of the sales may be returned to belongingJAPAN.
