Amazon is prolonging its annual Prime Day event and providing fresh membership benefits to Gen Z consumers due to concerns over tariff-related pricing and possibly some consumer fatigue with an occasion that marks its 11th anniversary.

The online retail powerhouse's anticipated surge of summer promotions for Prime members kicks off at 3:01 a.m. Eastern time on Tuesday. For the first time, the Seattle-based company is hosting the now-misleadingly named Prime Day for four days; the event was initiated in 2015 and expanded to two days in 2019.

Before concluding Prime Day 2025 early on Friday, Amazon announced that it would feature deals dropping as frequently as every five minutes during specific intervals. Prime members aged 18-24, who pay a reduced rate of $7.49 per month instead of the $14.99 that older users not eligible for discounts pay for free shipping and other perks, will receive 5 cash back on their purchases for a limited time.

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Amazon's executives refrained from commenting on how tariffs might affect Prime Day promotions. This year’s event is occurring two and a half months after reports arose speculating that Amazon intended to display additional tariff costs alongside product prices on its website.

White House Press Secretary Karoline Leavitt criticized the rumored change as a "hostile and political act" until Amazon clarified that this notion had been suggested for its low-cost Haul store but was never authorized.

The company's previous achievements in leveraging Prime Day to boost sales and attract new members prompted other prominent retailers to arrange competing sales in July. Best Buy, Target, and Walmart are all adopting this strategy again this year.

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Similar to Amazon, Walmart is extending its sales promotion by adding two more days, which begins Tuesday and continues until July 13. This year, the largest retailer in the country is making its summer sales available both in stores and online for the first time.