Empire State Review Contributor 
Amazon’s Prime Day 2025, running from July 8 to July 11, is projected to generate a record-breaking $23.8 billion in U.S. online sales, marking a 28.4% increase from the previous year. This four-day event, the longest in Prime Day history, underscores Amazon’s strategic efforts to capitalize on consumer demand and solidify its dominance in the e-commerce sector.
The decision to extend Prime Day to 96 hours aligns with Amazon’s response to evolving consumer behaviors and economic challenges. By offering a prolonged shopping window, Amazon aims to accommodate budget-conscious consumers seeking deals on back-to-school items, electronics, and household essentials. This approach also positions Amazon to better compete with rival retailers like Walmart and Target, which have launched their own promotional events during the same period.
Despite economic headwinds, including inflation and trade tensions, consumer interest in Prime Day remains robust. A RetailMeNot survey indicates that 84% of U.S. shoppers plan to participate in the event, although average spending per shopper is expected to decrease from $300 to $242. Notably, over half of the projected purchases are anticipated to be made via mobile devices, reflecting the growing trend of app-based and impulse shopping.
Amazon’s Prime Day faces intensified competition from other retailers offering overlapping promotions. However, Amazon is expected to capture over 75% of the projected $17.2 billion in online sales during the event, leveraging its advanced logistics, AI-driven shopping tools, and exclusive Prime member benefits. Bank of America estimates Amazon could generate $21 billion in total sales, highlighting its strengthened inventory capabilities and customer reach.
While Amazon anticipates strong sales performance, many third-party sellers are scaling back discounts due to financial pressures from newly imposed tariffs, particularly the 50% tariff on aluminum. These increased costs have tightened margins, prompting some sellers to forego or limit discounts during Prime Day. Despite these challenges, Amazon’s extended event is expected to drive significant overall sales.
As Prime Day 2025 continues, Amazon’s strategic initiatives, including the extended sale duration and enhanced shopping technologies, are poised to set new benchmarks in e-commerce sales. The event’s success will not only reflect consumer spending habits but also influence retail strategies in the face of economic uncertainties.
