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Amazon Prime Day 2025 extends to four days for first time

Amazon announces expanded Prime Day schedule with new themed daily deals and celebrity partnerships running July 8-11.

Luis Rijo

• 5 min read
Amazon Prime Day 2025
Amazon Prime Day 2025

Amazon announced on June 16, 2025 that Prime Day 2025 will run for four days from July 8-11, marking the first time the shopping event extends beyond its traditional two-day format. The expanded timeline provides Prime members with 96 hours of deals across millions of products.

According to Amazon's announcement, Prime Day will start July 8 at 12:01 a.m. PDT and continue through July 11. This represents a significant expansion from previous years when the event typically lasted 48 hours. The company describes this as offering "double the time to shop millions of deals."

The four-day format introduces what Amazon calls "Today's Big Deals," which are themed daily deal drops that launch at midnight PDT each day. These deals feature discounts from brands including Samsung, Kiehl's, and Levi's, remaining available for limited time periods while supplies last. Amazon states that deals will drop as frequently as every five minutes during select periods throughout the event.

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Summary

Who: Amazon announced the expansion, targeting over 200 million Prime members globally. LeBron James serves as the celebrity spokesperson for the marketing campaign.

What: Prime Day 2025 extends to four days (July 8-11) for the first time, featuring "Today's Big Deals" with themed daily deal drops, AI-powered shopping assistance, and millions of discounted products across categories.

When: The event runs 96 hours from July 8 at 12:01 a.m. PDT through July 11, 2025. Amazon announced the expansion on June 16, 2025.

Where: The event operates in 20 countries including United States, United Kingdom, Germany, France, Japan, and Canada on July 8. Six additional countries (Brazil, Egypt, India, Mexico, Saudi Arabia, UAE) will access deals later this summer.

Why: The expansion provides Prime members with doubled shopping time while allowing Amazon to maximize revenue during its largest annual promotional event. The format change tests consumer response to extended deal periods and provides additional advertising revenue opportunities across Amazon's ecosystem.

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Prime membership requirements remain unchanged for the 2025 event. Amazon pricing for Prime membership stands at $14.99 per month or $139 annually, with a 30-day trial available for eligible customers. Students and young adults can access Prime for Young Adults at $7.49 monthly or $69 yearly after a six-month trial. Qualifying government assistance recipients pay $6.99 monthly for Prime Access.

Basketball superstar LeBron James stars in Amazon's marketing campaign for Prime Day 2025. The advertisements feature James considering various career paths including barber, chef, and lounge singer while highlighting Prime Day's diverse product selection. The campaign also promotes deals from James's brand The Shop Men's Grooming Line, which is available on Amazon.

The timing coincides with back-to-school shopping season, with Amazon promoting school technology starting at $15 and savings up to 40% on school supplies. The company operates dedicated Back to School and Off to College shopping sections at amazon.com/backtoschool and amazon.com/offtocollege. Early promotions include $20 off purchases of $100 or more on curated dorm essentials and back-to-school styles starting at $10.

Prime members can access early deals before the official event begins. Amazon's announcement mentions that members can "start enjoying Prime Day savings now" through early deal access on categories including home technology, wardrobe items, groceries, and household essentials.

Amazon integrates artificial intelligence features to help members navigate the expanded deal selection. The company's AI shopping assistant Rufus provides personalized deal recommendations and answers specific questions about Prime Day timing. The Interests feature creates custom prompts based on individual preferences such as hiking, cooking, or gaming to deliver tailored recommendations.

AI-powered Shopping Guides help customers research product categories and identify items at optimal prices. Members can add products to Lists to monitor which items go on sale or use Buy Again to find deals on frequently purchased items.

For U.S. Prime members with access, Alexa+ provides personalized deal recommendations and tracks deals on items in shopping carts or wish lists. According to Amazon, more than one million customers in the U.S. currently have Alexa+ access. The service sends proactive notifications when items drop to preferred price ranges.

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Global availability varies by region. Prime Day begins July 8 in Australia, Austria, Belgium, Canada, Colombia, France, Germany, Italy, Ireland, Japan, Luxembourg, Netherlands, Poland, Portugal, Singapore, Spain, Sweden, Türkiye, United States, and United Kingdom. Prime members in Brazil, Egypt, India, Mexico, Saudi Arabia, and United Arab Emirates will access Prime Day deals later this summer, though Amazon has not specified exact dates.

The expansion to four days represents Amazon's largest Prime Day format change since the event's inception in 2015. Prime Day has become a crucial sales period for Amazon's advertising revenue, with the company reporting $17.3 billion in advertising services revenue for Q4 2024, an 18% increase year-over-year.

Amazon's advertising ecosystem spans multiple touchpoints during Prime Day. The company's streaming TV advertising transparency has increased with detailed content reports for Prime Video and Freevee, allowing advertisers to track ad placement performance across Amazon's entertainment properties.

The event affects broader digital advertising landscapes beyond Amazon's direct platform. Advertising expenditure typically surges around Prime Day as retailers compete for consumer attention, with platforms like Google and Facebook experiencing increased ad spend from companies targeting deal-seeking shoppers.

For marketing professionals, Prime Day's expansion creates extended opportunities for campaign optimization. Amazon's Complete TV advertising system, launched in March 2025, helps advertisers manage streaming ad purchases more efficiently during high-traffic periods like the extended Prime Day event.

The four-day format may influence competitor responses, as other retailers often schedule their own promotional events to coincide with Prime Day. Amazon's expansion could prompt similar timeline extensions from other major e-commerce platforms seeking to capture the increased consumer shopping activity typically associated with mid-July promotional periods.

Amazon reports serving more than 200 million paid Prime members globally. The expanded Prime Day timeline provides the company with additional revenue opportunities across its advertising, retail, and subscription services during what has historically been one of its highest-traffic shopping periods of the year.

Prime Day 2025 follows Amazon's ongoing efforts to enhance customer experience through technology integration. The company recently launched AI-aided dubbing for Prime Video content and continues expanding its contextual advertising capabilities to improve ad relevance without relying on tracking identifiers.

The announcement indicates Amazon's confidence in sustained consumer demand for the extended shopping event format. With deals dropping as frequently as every five minutes during peak periods, the four-day timeline tests both Amazon's operational capacity and consumer engagement with extended promotional periods.

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