Amazon will extend its annual Prime Day event to four days this year, running from July 8–11, up from the traditional two-day format. The company cited shopper demand for more time to browse deals, especially as competition from Walmart, Target, and TikTok Shop intensifies. The move comes as uncertainty around U.S. tariffs looms, with Amazon aiming to boost Prime subscriptions among younger shoppers through discounts and added perks.
