Amazon is stretching its Prime Day into a four-day extravaganza for the first time, kicking off a deal frenzy that could be a lifeline for savvy shoppers facing tariff fears and inflation pressures.
According to AP News, starting at 3:01 a.m. Eastern time on Tuesday, July 8, 2025, and running through early Friday, July 11, 2025, this 11th annual event offers Prime members more time to snag summer discounts while other retailers like Walmart, Target, and Best Buy roll out competing sales.
Prime Day began in 2015 as a one-day event, expanding to two days by 2019. This year’s extension to four days reflects Amazon’s push to maximize shopping opportunities. As Jamil Ghani, Amazon Prime Vice President, noted, they "wanted more time" for deals.
During select periods, deals will refresh as often as every five minutes, creating a fast-paced shopping environment. This blitz could drive significant spending, with Adobe Digital Insights forecasting $23.8 billion in online sales over the four days—a staggering 28.4% jump from last year.
Compare that to the 11% and 6.1% growth in 2024 and 2023, respectively, for similar July periods. The stakes are higher in 2025. Consumers, wary of potential price hikes, are expected to shop early. Analysts point to tariffs as a looming threat driving this urgency. Many fear import taxes could inflate costs later, pushing shoppers to act now during these sales.
Amazon isn’t alone in the game—Walmart, Target, and Best Buy are stepping up with their promotions. Walmart’s sale extends from July 8 through July 13, 2025, adding two extra days and including both online and in-store deals for the first time.
Walmart’s offers include a 32-inch Samsung smart monitor for $199 (down from $299.99) and $50 off a 50-inch Vizio Smart TV. Target, meanwhile, is holding 2024 prices on back-to-school essentials like a $5 backpack. These moves signal a fierce retail battle.
Adobe Digital Insights expects discounts to match last year’s levels at Amazon, while other U.S. retailers will slash prices by 10% to 24% off suggested retail figures. It’s a window of opportunity for frugal buyers.
Amazon and third-party sellers, who account for over 60% of its retail sales, stockpiled foreign goods earlier in 2025 to dodge tariff hits, as reported in May. Many sellers kept prices steady then, but some are now using Prime Day to clear excess inventory.
Take Outdoor Fellow, a home fragrance company earning 30% of sales via Amazon—they doubled stock from China pre-tariffs. As founder Patrick Jones said, their current inventory allows planned discounts. They’re offering 32% off a $34 candle during the event.
Yet, not all sellers are joining the discount party—some are sitting out Prime Day 2025 to protect margins amid tariff uncertainty. Outdoor Fellow itself faces unknowns, with a June order from China potentially facing steep duties soon.
Historically, Prime Day and July sales spark back-to-school spending and early seasonal purchases—a trend likely to continue. Vivek Pandya of Adobe Digital Insights predicts these events will "really amplify" spending speed. Consumers might buy now and pause later, per Salesforce’s Caila Schwartz.
For Prime members aged 18-24, Amazon sweetens the deal with a discounted $7.49 monthly rate versus $14.99 for others, plus 5% cash back for a limited time. Early deals and special discounts on Alexa-enabled products like Echo and Fire TV add extra incentive.
For wealth-builders, this is a moment to act—stock up on essentials or tech at deep discounts before potential price surges. Compare offers across retailers, prioritize needs over wants, and avoid debt traps with impulse buys. Prime Day’s four-day run is a test of discipline as much as a deal hunt.