Amazon Gives Members ‘More Time to Shop Deals’ with a 4-Day Prime Day Sale

American e-commerce giant Amazon (AMZN) is expanding its Prime Day event from two days to four this year, promising bigger and better deals. Jamil Ghani, Amazon vice president of worldwide Prime, told Reuters, “We’re extending it to four days because our members have told us they just need more time to shop the deals.” The annual sales event will begin on July 8 and run through July 11, aiming to attract a larger number of customers to Amazon’s Prime subscription service.

Only Prime members are eligible for the Prime Day sales event. Amazon is also offering attractive discounts on memberships to lure first-time customers. For instance, people aged between 18 and 24 can get a six-month free trial subscription, after which the service will cost $7.49 per month, a bargain compared to normal subscription price. Amazon’s Prime subscriptions typically cost $14.99 per month or $139 per year.

Amazon’s Prime Day Set to Skirt Tariff Concerns

Amazon.com’s extended Prime Day also gives customers a longer shopping period amid uncertainty about the impact of tariffs on product prices and availability. President Donald Trump’s import tariffs threaten to increase the prices of several goods. Currently, a majority of countries face a 10% baseline tariff rate, while the U.S.-China deal resulted in a 55% total tariff on Chinese imports. The 90-day tariff pause is set to expire on July 9, right in the middle of the Prime Day event, and could impact customers’ purchasing decisions.

The Prime Day event is perfect for shoppers needing back-to-school and college offers. The event also features some of the biggest discounts on apparel, electronics, and home goods. This year, the big box retailer is planning themed “deal drops” that will change daily and are subject to availability while stocks last. The company has used limited-time deals and offers during these Prime Day sales to create a sense of urgency or scarcity among shoppers.

The event was first launched in 2015 as a single-day Prime Day sale bonanza. In 2019, amid the COVID-19 slowdown, Amazon extended the event to last two days. Additionally, the company added a similar Prime-Day like event in the fall. This year, the company is expanding the event even further to four days to attract higher memberships and increase sales.  

In 2024, Amazon’s two-day event generated $14.2 billion in sales, up 11% year-over-year, according to Adobe Analytics. Other retailers such as Walmart (WMT), Target (TGT), and ByteDance’s TikTok Shop also offer similar shopping discounts during the same period.

Is Amazon a Good Long-Term Buy?

Wall Street remains highly optimistic about Amazon’s long-term stock trajectory. On TipRanks, AMZN stock has a Strong Buy consensus rating based on 43 Buys and one Hold rating. Also, the average Amazon.com price target of $240.59 implies 11.3% upside potential from current levels.

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