Amazon.com's annual Prime Day sales event is scheduled for July 8 through July 11, expanding to four days from two days compared to last year, according to reports.

"We're extending it to four days because our members have told us they just need more time to shop the deals,” says Jamil Ghani, Amazon vice president of worldwide prime.

Amazon's growing Prime Day comes as American consumers and retailers navigate uncertainty regarding the effects of tariffs on pricing and product availability, according to Rob Garf, senior vice president of strategy and insights at marketing firm Cordial.

U.S. shoppers reportedly spent $14.2 billion during Amazon's July 2024 Prime Day event, marking an 11 percent increase compared to the previous year, as per Adobe Analytics. The e-commerce leader frequently contends with competing sales events from retailers like Walmart, Target, and TikTok Shop from ByteDance, all aiming to attract consumers to shop for back-to-school and back-to-college items such as personal electronics, clothing, and home goods.

To appeal to younger consumers and encourage them to subscribe to its Prime service, Amazon offers discounted memberships for individuals aged 18 to 24 along with additional benefits. Prime memberships normally cost $14.99 monthly or $139 annually.

Even though Prime Day has now expanded to a four-day event, Amazon is also extending the savings across several other days. For example, Prime members can access deals on Amazon brands starting July 1, or receive gas discounts at participating locations over the Fourth of July weekend, between July 3-6.

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Additionally, promotions from small- and medium-sized businesses began on June 23 and will be available through July 6.