Prime Day is almost here, and it’ll be hard to avoid if you have a pulse, a Prime membership, and a smartphone. The four-day event runs June 23-26, which is a change from the past mid-July timing. It’s Amazon’s way of keeping us interested and engaged, and jumping out ahead of July Fourth sales, says Samantha Gordon, deals editor at Consumer Reports. The timing also coincides with peak summer spending and rising gas prices. Some consumers might sit this one out.