Amazon Extends Prime Day to Four Days in 2025

Amazon has announced a major extension to its annual Prime Day shopping event, transforming it from a two-day to a four-day sales extravaganza in 2025. The e-commerce giant has decided to double the duration of its marquee summer sales event, making it the longest Prime Day in company history.

This expansion follows Amazon's record-breaking Prime Day in 2024, where U.S. shoppers spent $14.2 billion online during the 48-hour event. Amazon already described last year's sale as the "biggest Prime Day shopping event ever."

Strategic Timing

While exact dates haven't been disclosed (last year's event ran July 16-17), the extended timeline is designed to "allow more customers even more time to shop and discover millions of deals." It also represents a strategic move to counter increasing competition from retailers like Walmart, Target, and Temu, which have launched their summer sales events to capitalize on Prime Day's consumer momentum.

Seller Opportunities

This year, sellers can offer various Prime-exclusive promotions, including Best Deals, Lightning Deals, Prime Member Coupons, and Price Discounts. Deals offering 40% or more off will receive expanded placement across Amazon's site for increased visibility.

Prime's Growth

Since its launch in 2015, Prime Day has evolved from a single-day event to boost Amazon's membership program into a major shopping phenomenon. Amazon currently boasts approximately 189 million Prime subscribers in the U.S. as of September 2024 - a 9% increase from the previous year and the highest estimate since tracking began in 2013.

This four-day window aims to help Amazon reclaim attention in a competitive retail landscape where rivals have increasingly pulled focus with overlapping "deal weeks."