Amazon Extends Prime Day to Four Days from July 8 to 11

Amazon.com has announced that its annual Prime Day sales event will be extended to four days this year, running from July 8 through July 11, doubling the two-day length of last year’s event.

Jamil Ghani, Amazon’s vice president of worldwide Prime, explained the extension is a response to member feedback requesting more time to shop the deals.

The longer Prime Day comes amid uncertainty in the U.S. retail market over tariffs affecting prices and product availability. According to Adobe Analytics, U.S. shoppers spent $14.2 billion during Prime Day 2024, marking an 11% increase year-over-year.

Amazon faces stiff competition from other major retailers such as Walmart, Target, and ByteDance’s TikTok Shop, which are all launching early sales events targeting back-to-school and back-to-college shoppers with personal electronics, apparel, and home goods.

To attract younger consumers, Amazon is also offering discounted Prime memberships for customers aged 18 to 24, alongside other benefits. Prime memberships generally cost $14.99 per month or $139 per year.