Amazon's Prime Day sale has been extended to four days, from July 8 to July 11, as a strategic response to increasing competition and economic concerns. Analysts anticipate a substantial increase in online spending during this period, with expectations of record sales despite mixed consumer interest driven by tariff-related anxieties.

Over half of consumers participating in this year’s Prime Day plan to purchase everyday essentials, influenced by concerns over rising prices due to tariffs. Many shoppers are seeking deeper discounts, with a significant portion relying on social media for deal information. Additionally, consumer confidence has fluctuated amidst tariff messaging, prompting early purchases and interest in deals from retailers beyond Amazon.