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Prime Day 2025 Turns Into a Four‑Day Shopping Marathon

Miles Carter
June 17, 2025
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What’s New for 2025

  • Extended Duration
    Prime Day 2025 will take place from July 8 at 12:01 a.m. PDT to July 11, quadrupling the time Prime members have to shop—making it the longest Prime Day ever‍.
  • “Today’s Big Deals” Feature
    Each day at midnight PDT, Amazon will unveil curated, limited-time deals under its new “Today’s Big Deals” program, highlighted by brands like Samsung, Kiehl’s, Levi’s, Dyson, Coach, and more.
  • Celebrity Campaign
    LeBron James will front Amazon’s Prime Day campaign, reinforcing the event’s growing cultural impact.

Why It Matters

  • Boosted Shopping Window
    Doubling the sale length caters to consumer demand for more deal-hunting time and allows shoppers to discover new offers across categories like electronics, fashion, home, beauty, and more.
  • Competitive Strategy
    As summer sales heat up, other major retailers such as Walmart, Target, and Best Buy align their promotions with Prime Day. Amazon’s longer event aims to reclaim its lead in the mid-year retail race.
  • Revenue Implications
    Analysts predict this shift could significantly boost sales. For instance, eMarketer forecasts U.S. Prime Day revenue jumping from $8.47 billion in 2024 to $12.93 billion in 2025 — with Amazon potentially capturing 75% of U.S. e‑commerce sales during Prime Day.

What’s in Store for Shoppers

  • Early Deals Already Live
    Prime members can access substantial pre‑Prime Day offers now—across electronics, kitchenware, fashion, beauty, and more—with savings up to 70–80%.
  • Smart Shopping Tools
    New AI features—including voice support via Alexa+ and generative AI assistance—will help users discover deals, track price drops, and receive personalized alerts.
  • Global Access
    The event will initially go live in six major markets (US, UK, Germany, etc.) from July 8, with additional countries like Brazil, India, Mexico, and others joining later this summer.

Bottom Line

Prime Day 2025 marks a strategic pivot for Amazon—transitioning from a two-day blitz to a weeklong retail event. By extending the sale, spotlighting fresh daily deals, and integrating smart shopping tools alongside star power, Amazon is clearly aiming to dominate the sales season and keep competitors on their heels.