Amazon is expanding its Prime Day event to four days this year—running from July 8 to July 11—in response to evolving consumer demand and rising concerns over prices tied to tariffs and inflation.
Starting at 3:01 a.m. ET on Tuesday, the e-commerce giant will roll out deals continuously, offering new discounts every few minutes at peak times. This marks the event’s 11th year and its first return to a four-day format, after being held over two days since 2019. Prime members aged 18–24 will also receive an exclusive 5% cash-back benefit as part of a Gen Z targeted perk.
The decision comes amid concerns that escalating tariffs could disrupt pricing, but analysts point out that Amazon and its marketplace sellers had stockpiled inventory in anticipation—helping maintain discounts at levels comparable to last year.
Experts project a significant boost in online shopping: Adobe forecasts U.S. sales across retailers could reach $23.8 billion between July 8 and July 11—a 28 percent increase from 2024. Much of this spending is expected to focus on essentials like back-to-school supplies, electronics, and household goods.
Amazon’s move is prompting other retailers—including Walmart, Best Buy, and Target—to launch competing sales events. While the extended format may help boost traffic, some analysts caution that persistent inflation and tariff pressures could dampen total consumer spending.
With input from AP News
The latest news in your social feeds
Subscribe to our social media platforms to stay tuned