Because a word is not stored the first time it is read, or the second. It takes repeated successful decoding before a word becomes instantly recognisable, and until then a child has to work it out afresh every time.
This is normal. It is not a memory problem and it is not inattention. The process has a name, orthographic mapping, and knowing how it works changes what you do about it.
Is this normal?
Yes. Every child does it while learning to read.
What is worth raising with school is a pattern that will not shift: accurate decoding, regular rereading, and words still not becoming automatic after months. Raise it sooner if reading difficulties or dyslexia run in the family.
What is happening
It is tempting to think reading a word means looking at it hard enough to remember its shape. Reading research has spent decades showing that is not how skilled reading works.
Linnea Ehri's work on orthographic mapping describes what happens instead (Ehri, 2014). The child connects the spellings in a word to the sounds they represent. Do that successfully several times and the whole word bonds into long-term memory and comes back on sight. From then on it looks effortless, and the effort that built it is invisible.
See the word → decode the spellings → connect spellings to sounds → repeat → automatic
So the word your child read on page four and lost by page six was never stored. They decoded it once, which is exactly right, and once was not enough.
How many times?
More than you would expect, and it varies enormously.
David Share's self-teaching hypothesis describes how children build their own store of known words through successful decoding, with each accurate read contributing (Share, 1995). Some children need a handful of encounters. Others need many more, and children with dyslexia may need a great many. The same child will store some words quickly and others slowly for no reason you can see.
None of that means anything is wrong. The number of repetitions your child needs is the number they need. The job is to provide them.
Guessing right does not count
This is the part that surprises people.
If your child looks at the picture, sees a dog and says "dog", they have produced the right word. But the spellings were never connected to the sounds, so nothing was stored. Tomorrow the word is just as unfamiliar and you both wonder why.
Same for working from the first letter, from the word's shape, or from what would make sense in the sentence. All can produce right answers. None gives the word-reading practice that builds the memory.
This is the strongest argument for books your child can actually decode. Where every word is reachable, every word read is a word being learned.
What helps
Reread the book. Three reads of one beats one read each of three. The first is decoding. The second and third are where words settle and fluency appears.
Re-sound, do not scold. Never "you knew that one yesterday". Sound it out together and move on. They need another successful decode, not a reminder they failed.
Use the word list. Words in isolation, no picture, no sentence, so the repetitions are certain to be real decoding.
Cover the picture. Words first, illustration after.
Keep it short. Five to ten minutes daily beats a long weekend session. Repetitions work better spaced out.
Tricky words are no different
The, said and of have to be stored the same way, and they stick better when the child looks at the actual spellings than when they memorise an outline.
Most are mostly regular anyway. In said, the s and the d behave perfectly and only the middle is odd. Pointing that out gives your child something to hold on to instead of an arbitrary shape.
Older readers
An older child who decodes accurately but slowly, and still meets familiar words as though they were new, is usually short of successful repetitions, not short of ability.
The remedy is the same. The material has to change. Rereading is only tolerable if the book is worth reading twice, and a book aimed at a four-year-old never will be.
Sources
Department for Education (2023) The Reading Framework. gov.uk