Amazon is expanding its annual Prime Day turnover and offers new benefits of membership to generation Z-shoppers in the midst of rate-related price worries and possibly some boredom of the consumer with an event that marks its 11th year.
The promised Blitz of the e-commerce giant of Summer Deals for Prime Members starts on Tuesday at 3:01 am Eastern Time. For the first time, Amazon is holding Amazon the now non-mentioned Prime Day for four days; The company launched the event in 2015 and expanded it to two days in 2019.
Before he was packed at the beginning of Friday in the first day 2025, Amazon said it would have deals that fall as often as every 5 minutes during certain periods. Prime members aged 18-24, who pay $ 7.49 per month instead of the $ 14.99 who pay older customers who are not eligible for reduced rates for free shipping and other benefits, receive 5% cash back on their purchases for a limited time.
Amazon leaders refused to comment on the potential impact of rates on Prime Day Deals. The event takes place two and a half months after an online news item washed ashon that Amazon was planning to show added tariff costs in addition to the product prices on its website.
White House Pers Secretary Karoline Leavitt denounced the alleged change as a “hostile and political act” before Amazon made it clear that the idea was driven because of the cheap draft shop but never approved.
Amazon’s earlier success with the use of Prime Day to encourage sale and attract new members, encouraged other large retail chains to plan competitive sales in July. Best Buy, Target and Walmart repeat the practice this year.
Just like Amazon, Walmart adds two more days to the promotion period, which starts on Tuesday and runs until July 13. The largest retailer in the country makes its summer agreements available in stores and for the first time online.
This is what to expect:
Will a longer Prime event reduce urgency?
Amazon extended Prime Day this year because Shoppers wanted more time to shop and save, “Amazon Prime Vice President Jamil Ghani recently told The Associated Press.
Analysts are not sure that the extra days will translate into more purchases, since renewed inflation -care and potential price increases can make rates that consumers are less willing to spend. Amazon does not reveal Prime Day sales figures, but said last year that the RECORD event has achieved global sales.
Adobe Digital Insights predicts that the sales event will generate $ 23.8 billion in general online expenses from July 8 to July 11, 28.4% more than the comparable period last year. In 2024 and 2023, online sales increased by 11% and 6.1% during the comparable four days of July.
Vivek Pandya, chief analyst at Adobe Digital Insights, noted that Amazon’s move to stretch the sales event for up to four days is a big chance to “really strengthen and accelerate spending speed.”
Caila Schwartz, director of consumer insights and strategy at software company Salesforce, noted that the sale of July in general has lost some momentum in recent years. Amazon is not a Salesforce customer, so the business software company is not aware of Prime Day figures.
“What we saw last year was that (shoppers) bought and then they were ready,” said Schwartz. “We know that the consumer is still really careful. So it is likely that we could see a similar pattern where they come out early, they are ready to buy and then they take a step back.”
How will the rising costs of rates influence discounts?
The managers of Amazon reported in May that the company and many of his external sellers were trying to defeat large import tax accounts by stocking up foreign goods before President Donald Trump’s rates came into force. And because of that step, quite a few external sellers had not changed their prices at the time, Amazon said.
Pandya from Adobe Digital Insights expects discounts to stay on the same rate with last year and for other American retail companies, 10% to 24% discount on the proposed selling price of the manufacturers will mark between Tuesday and Friday.
Schawartz from Salesforce said she noticed that retailers are becoming more precise with their discounts, such as offering promotional codes that apply to selected products instead of their entire websites.
Rates or customs duties are a tax on products purchased from abroad, and they are used by almost all countries
Will shoppers stick to supplies or publishing?
Amazon Prime and other sale of July have helped historically to jump back-to-school spending and have encouraged advanced planners to buy other seasonal merchandise. Analysts said they expected American consumers to make purchases this week for fear that rates will later make items more expensive.
Brett Rose, CEO of United National Consumer Supplies, a wholesaler distributor of overloaded goods such as toys and beauty products, thinks shoppers go for items such as Beauty Essentials.
“They are going to buy more everyday items,” he said.
What are some deals?
Just like in recent years, Amazon offered early deals prior to Prime Day. For the big event, Amazon said that it would have special discounts on products with Alexa, such as Echo, Fire TV and Fire Tablets.
Walmart said that the sale would include a 32-inch Samsung Smart monitor in July, priced at $ 199 instead of $ 299.99; And $ 50 discount on a 50-inch Vizio Smart TV with a standard selling price of $ 298.00. Target said it is 2024 prices for important back-to-school articles, including a $ 5 backpack and a selection of 20 school supplies of a total of less than $ 20.
How will the external sellers of Amazon do it?
Independent companies that sell goods through Amazon accounts for more than 60% of the company’s retail sales. Some third -party sellers are expected to sit outside and do not offer discounts to retain their profit margins during the current tariff uncertainty, analysts said.
Rose, from United National Consumer Supplies, said he said with external sellers who said they would rather take a sales hit this week than now using many of their pre-Tariff inventory and the risk of seeing their profit margins later suffer.
However, some independent companies that market their products on Amazon are looking for a Prime Day to make a dent in the inventory that they have built up earlier this year to prevent rates.
Home odor company Outdoor Fellow, which earns around 30% of its turnover through the Amazon market, gets most of its candle covers, labels, pots, reed diffusers and other items from China, founder Patrick Jones said. For fear of high costs of rates, Jones stored at the start of the year and roughly doubled his inventory.
For Prime Day, he plans to offer larger discounts, such as 32% discount on the price of a candle that normally cost $ 34, said Jones.
“All the product that we currently have on Amazon is still coming from the inventory we received before the rates came into force,” he said. “So we can still offer the discount that we intend to do.”
Jones said he was waiting to find out or the order he placed in June will make large customs work when the goods arrive from China within a few weeks.
White House Pers Secretary Karoline Leavitt crashed on Tuesday about plans to show the costs of the rates of President Donald Trump in addition to the product prices on the site. Amazon later confirmed that the plans “never approved” and “will not happen”.
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AP company writer Mae Anderson has contributed to this report.
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