Amazon has officially announced that its annual Prime Day sales event will run for four days, from July 8 through July 11, 2025, marking a significant expansion from the traditional two-day format. The move is aimed at giving customers more time to take advantage of deals across electronics, home goods, fashion, and more.
“We’re extending it to four days because our members have told us they just need more time to shop the deals,” said Jamil Ghani, Amazon’s Vice President of Worldwide Prime, in an interview with Reuters.
Why Prime Day Is Growing in 2025
The decision to double the length of Prime Day 2025 comes amid shifting retail dynamics and evolving consumer expectations. As tariff concerns and inventory fluctuations loom over retailers, Amazon is seeking to capture more early-season back-to-school and back-to-college spending.
According to Adobe Analytics, U.S. consumers spent $14.2 billion during Prime Day 2024, an 11% increase year-over-year, highlighting the growing demand for summer mega sales events.
Competing Sales and Rising Competition
Amazon’s extended sale also aims to outpace rival retailers like Walmart, Target, and TikTok Shop, all of which are planning their own major discount events. These platforms are targeting young consumers and seasonal shoppers looking for deals on:
- Personal electronics
- Apparel and accessories
- Dorm room and home essentials
- School supplies
Exclusive Perks for Younger Shoppers
In a bid to attract younger consumers, Amazon is offering discounted Prime memberships for 18- to 24-year-olds, along with curated deals and exclusive access to limited-time offers.
The regular Amazon Prime subscription is priced at $14.99/month or $139/year, but students and younger shoppers may qualify for significant discounts.
What to Expect from Prime Day 2025
The four-day event is expected to feature thousands of deals across all major categories, with spotlight offers on:
- Amazon devices (Echo, Fire, Kindle)
- Smart home tech
- Fashion and beauty
- Grocery and pantry staples
- Entertainment subscriptions
With inflation concerns and economic uncertainty influencing consumer behaviour, Prime Day 2025 offers shoppers a well-timed opportunity to save and Amazon a way to boost loyalty ahead of the holiday season.
