Amazon’s Prime Day sale is longer than ever — and even more important than usual for the company. Here’s why.

Advanced ➔ Results Amazon’s Prime Day sale is longer than ever — and even more important than usual for the company

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

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

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

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