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

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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.

Amazon Cuts Jobs in Books Division Amid Ongoing Restructuring Efforts

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Amazon has implemented another round of job cuts, this time targeting its books division, including its Goodreads review platform and Kindle operations. The company confirmed on Thursday that fewer than 100 employees were affected as part of an ongoing effort to enhance efficiency and better align with its evolving business strategy.

In a statement, an Amazon spokesperson explained, “As part of our ongoing work to make our teams and programs operate more efficiently, and to better align with our business roadmap, we’ve made the difficult decision to eliminate a small number of roles within the Books organization.”

These latest cuts are part of a broader trend of targeted layoffs at Amazon over the past year. The company has previously trimmed positions across several units, including its devices and services division, the Wondery podcast business, stores, and communications teams. The job reductions reflect CEO Andy Jassy’s broader initiative to streamline Amazon’s organizational structure, which has included efforts to minimize bureaucracy by reducing layers of management.

Despite the cuts, Amazon has shown modest workforce growth this year, adding approximately 4,000 jobs in the first quarter compared to the final quarter of 2024, according to a recent company disclosure. However, the overall pace of hiring remains cautious as Amazon continues to navigate a shifting economic environment and seeks to balance growth with cost control.

The job reductions were first reported by Business Insider and come as Amazon’s stock closed 0.3% higher on Thursday. However, shares remain down 5.6% year-to-date, reflecting broader market pressures and investor concerns about the tech sector’s growth trajectory.

Amazon’s books business, long a core component of its original e-commerce operations, remains significant but is facing shifting consumer habits and increased competition across both physical and digital reading platforms. The company’s ongoing restructuring highlights its attempt to adapt to changing market dynamics while optimizing operations across all business units.

MercadoLibre Expands Free Shipping in Brazil to Counter Rising Competition

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MercadoLibre, Latin America’s leading e-commerce platform, announced on Friday a significant expansion of its free shipping policy in Brazil, its largest and most profitable market. The move comes as competition intensifies with rivals like Amazon, Shopee, and emerging players such as Temu gaining traction in the region.

Effective immediately, purchases of 19 reais ($3.40) or more will qualify for free shipping, a sharp reduction from the previous minimum threshold of 79 reais ($14.15). According to Fernando Yunes, head of MercadoLibre’s e-commerce operations in Brazil, “practically the entire site will have free shipping from now on.” This aggressive change aims to boost sales volume across a wider range of products, particularly lower-priced items where competitors have been gaining market share.

Brazil accounts for over 50% of MercadoLibre’s total e-commerce revenue, making the market critical for its overall financial performance. The decision to absorb the financial impact of expanded free shipping underscores the company’s commitment to defending its market leadership. However, Yunes declined to provide specific estimates regarding the cost of the initiative.

The move follows earlier cuts to shipping fees for sellers on the platform, with discounts of up to 40% implemented since late May. Analysts at Itau BBA noted that these changes are strategically targeting product segments where Shopee has been increasingly successful, particularly in lower-priced, high-turnover categories.

While the expanded free shipping is expected to be costly in the short term, MercadoLibre is betting that higher transaction volumes and stronger customer loyalty will offset the immediate financial burden. The company’s long-standing investments in logistics infrastructure, including its proprietary delivery network, provide it with greater flexibility to absorb such aggressive pricing strategies compared to some of its competitors.

MercadoLibre remains Latin America’s most valuable company by market capitalization, but it faces mounting pressure from both established global giants and newer entrants offering highly competitive pricing models. The decision to further lower the free shipping threshold reflects the fierce competition in Brazil’s rapidly growing e-commerce sector, where convenience and price sensitivity remain key drivers of consumer behavior.