Amazon's Prime Day 2025 to Last 4 Days As the Shopping Event Expands

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.

Alex Bitter

Senior Retail Reporter

Alex Bitter is a senior retail reporter covering the gig economy, food, and retail. His work focuses major gig delivery and ride-hailing apps, including Uber, Lyft, DoorDash, Instacart, and Walmart’s Spark. He is interested in everything from what it’s like to work on the apps to the companies’ business strategies.Some of his recent stories feature gig workers who have been deactivated on the apps, DoorDash hiring traditional employees to make deliveries, gig workers’ use of bots, and gig work expanding into new professions, such as nursing.Alex has also written about Aldi’s US expansion, Starbucks’ turnaround efforts, and the fallout from Kraft-Heinz’s budget cutting. Convenience store chain Sheetz ended its “smile policy” after his reporting.Before joining Insider in September 2020, he wrote about consumer and retail companies for S&P Global Market Intelligence. He’s a graduate of the University of Hawai’i at Mānoa and grew up on the Big Island.Alex lives in the Washington, DC, area, where you can find him studying ancient coins or searching for Civil War artifacts with his metal detector in his free time.Got a tip? Reach out at abitter@businessinsider.com or via encrypted messaging app Signal at +1 (808) 854-4501.