Amazon’s Prime Day this year will be twice as long as in 2024. It could be a welcome sight for shoppers worried about tariffs.
The retail giant said Tuesday that this summer’s Prime Day deals event will last four days from July 8 to 11, compared to two days last year.
The discounts will apply to a range of products, from school supplies to electronics to snacks, Amazon said. The company plans to release deals on specific brands each day at midnight Pacific time.
Amazon also aims to keep shoppers on its website with new deals “dropping as often as every five minutes during select periods,” the company said.
Amazon’s longer Prime Day comes as many consumers are more focused on deals than they have been in a long time. The prospect of higher prices from tariffs has pushed even some high-income shoppers to dollar stores to save money, for instance. Others have stocked up over the last few months on products that could become more expensive if the tariffs come into full force.
Many companies have said that they plan to raise prices due to tariffs.
This year’s Prime Day will fall in the same week that President Donald Trump’s 90-day pause on many of the tariffs is set to expire. Trump implemented the pause in April after imposing tariffs on goods from various countries.
Last month, the US and China agreed to a separate 90-day cut that left US duties on imports from China at 30% instead of 145%.
For Amazon, Prime Day serves a couple of important purposes: It encourages more people to pay for a Prime membership and tries to keep them buying stuff through Amazon.
A four-day-long Prime Day is also hardly the first time that Amazon has tried to extend a big shopping event.
Amazon first offered Prime Day in 2015. Back then — true to its name — it lasted a single day.
Prime Day has gotten longer since. Other retailers, like Walmart and Target, have introduced their own sales around the same time of year.
Last year, Amazon also offered discounts during its October Prime Big Deal Days event.
The deals, which were separate from Amazon’s holiday shopping offers, included discounts on many seasonal items, such as chainsaws and camping gear, that sellers were likely trying to move after the summer.
