Amazon has announced that its annual Prime Day sales event will take place from July 8 to July 11, expanding to four days from the previous two-day format. The decision to extend the event was made in response to customer feedback, according to Jamil Ghani, Amazon’s vice president of worldwide Prime. “We’re extending it to four days because our members have told us they just need more time to shop the deals,” Ghani explained.
The expansion comes amid uncertainty in the U.S. retail market, particularly regarding tariffs and their impact on prices and product availability. Rob Garf, senior vice president of strategy and insights at retail marketing firm Cordial, noted that Amazon’s move is significant as shoppers and retailers navigate these uncertainties.

Data from Adobe Analytics shows that U.S. shoppers spent $14.2 billion during Amazon’s July 2024 Prime Day event, an 11% increase year-over-year. Amazon faces increasing competition from other retailers like Walmart, Target, and ByteDance’s TikTok Shop, which are attempting to attract early spending on back-to-school and back-to-college items.
In an effort to attract younger shoppers, Amazon is offering discounted Prime memberships for individuals between 18 and 24 years old, along with other perks. Standard Prime subscriptions cost $14.99 per month or $139 annually.