Amazon Prime Day 2025 Kicks Off: Extended Deals and Tariff Concerns

Amazon’s highly anticipated Prime Day 2025 officially kicks off today, July 8th, marking its longest duration yet at four days. The annual sales event, which now runs through early Friday, is set to offer Prime members a blitz of deals, with new discounts dropping as frequently as every five minutes during peak periods.

This year, the e-commerce giant is also introducing new incentives, including a 5% cash back offer for Prime members aged 18-24, who already benefit from a discounted monthly membership. The extended sales period comes as retailers, including Amazon, navigate uncertainties around potential tariff-related price increases and aim to combat consumer fatigue with the long-running event.

Despite the expansion, analysts remain cautious about whether the extra days will translate into significantly higher spending. Adobe Digital Insights projects $23.8 billion in online spending from July 8-11, a substantial increase from last year, yet experts like Salesforce’s Caila Schwartz note a general slowdown in July sales momentum, suggesting consumers may still be hesitant despite early purchasing trends.

The specter of tariffs, particularly from China, looms over the retail landscape. However, initial indications suggest that many sellers, including Amazon and its third-party partners, stocked up on inventory prior to new tariffs taking effect, potentially mitigating immediate price impacts. Discounts are expected to remain competitive, with some retailers offering 10-24% off MSRP.

Competing sales from major retailers like Walmart and Target are also underway, with Walmart extending its own promotional period until July 13 and making deals available in-store for the first time. Shoppers are expected to prioritize necessities and everyday items, driven by concerns that future tariff impacts could lead to higher prices.

While some independent third-party sellers on Amazon’s marketplace may opt out of deep discounts to protect profit margins, others are using Prime Day to clear pre-tariff inventory. This strategic approach highlights the complex environment retailers and sellers face as they balance sales targets with economic uncertainties.

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