Advanced ➔ Results Amazon’s Prime Day sale is longer than ever — and even more important than usual for the company. Here’s why.
MarketWatch polling suggests interest in Amazon’s super-sized Prime Day is muted. BofA analysts say the longer event suggests Amazon has more capacity to offer discounts, despite tariff fears.
Last d: July 7, 2025 at 10:06 p. ETFirst Published: July 2, 2025 at 5:38 p. ETResizeListen(6 min)Amazon’s Prime Day takes place from July 8 through July 11.
Photo: Getty ImagesFor the past few years, Amazon. Has recalibrated its Prime Day shopping events to entice cautious consumers and play defense against stiffer competition from the s of Walmart Inc.
, Target Corp. And TikTok, which have launched their own discount days in response.
Now, as the online-retail giant prepares for its longest Prime Day event yet — from July 8 through July 11 — analysts say 2025’s super-sized event is a response to tariff-related anxieties.
But as its big-box rivals struggle more directly with tariffs, the analysts say Amazon AMZN could nudge the bar higher for everyone else as it leans on its vast dery network, artificial-intelligence shopping assistants and extra perks related to travel and food dery.
The Author Bill PetersBill Peters is a Los Angeles-based MarketWatch reporter who covers earnings. Show Conversation (0)Back To TopCopyright © 2025 MarketWatch, Inc. All rights reserved.
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