Amazon announces its longest Prime Day is coming in July
Amazon is doubling the length of Prime Day this year from two days to four — the longest sale in the event's history.
Why it matters: This year's Prime Day is forecast to be one of the year's biggest shopping events. Billions of dollars are projected to be spent at Amazon and other retailers that are expected to run competing sales.
In past years, Target, Walmart, Best Buy, Kohl's and Macy's and other retailers held their own version of Prime Day in July.
The big picture: Prime Day is considered the unofficial start of back-to-school shopping. Some shoppers get an early jump on buying Christmas gifts.
"Our members have told us that they want more time to shop and save," Jamil Ghani, Amazon Prime vice president, told Axios.
When is Prime Day 2025?
Driving the news: The e-commerce giant's 11th Prime Day promotion begins 12:01am PDT July 8 and goes through July 11.
July 8 is also the start of Prime Day in Australia, Austria, Belgium, Canada, Colombia, France, Germany, Italy, Ireland, Japan, Luxembourg, the Netherlands, Poland, Portugal, Singapore, Spain, Sweden, Turkey and the U.K.
Prime Day comes to Brazil, Egypt, India, Mexico, Saudi Arabia, and the United Arab Emirates later this summer, Amazon said.
Prime Day deals
Zoom in: Amazon said Prime members will get access to millions of deals "across more than 35 categories from fashion and beauty to groceries, household essentials, and electronics."
Some deals start early, including a gift card for being approved for a Prime Visa. Some discounts will roll out closer to the sale, such as $1 off per gallon of fuel purchases from July 3-6.
"With a four-day event, you can imagine it's really important to keep it fresh, interesting and new," Ghani said, noting "Today's Big Deals" will be a daily theme drop of deals that start at midnight every day.
"During certain key periods of the event, there'll be deals dropping every five minutes," Ghani said.
Longest Prime Day sale
State of play: Prime Day is a "key date in the retail calendar and is seen positively by a lot of consumers who use it to snag bargains and deals," GlobalData managing director Neil Saunders told Axios.
"With people even more conscious about prices, this year's Prime Day should be big," Saunders said.
"There is also a big focus on essentials categories like household goods and back to school stuff," he said. "These are areas where people really appreciate savings and they also nudge people into using Amazon for these everyday goods."
How long did past Prime Day sales last?
Flashback: Amazon launched Prime Day in 2015 to reward Prime members. Prime Day was held in July every year before the pandemic and returned to July in 2022.
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