Amazon.com is extending its Prime Day discount bonanza, announcing that the annual sale will run four days this year, reports CNBC. The 96-hour event will start at 12:01 a.m. PT on July 8, and continue through July 11, Amazon said in a press release. For the first time, the company will roll out themed “deal drops” that change daily and are available “while supplies last.” Amazon in recent years has toyed with adding more limited-run and invite-only deals during Prime Day events to create a feeling of urgency or scarcity.
Amazon launched Prime Day in 2015 as a way to secure new members for its $139-a-year loyalty program, as well as to promote its own products and services while providing a sales boost in the middle of the year. In 2019, the company made Prime Day a 48-hour event, and it’s since added a second Prime Day-like event in the fall. Prime Day is also a significant revenue driver for other retailers, which often host competing discount events.
Total Retail's Take: For the first time ever, Amazon's exclusive Prime Day sale is four days long for Prime members. The extension of its usual 48-hour event to a 96-hour mega sale promises more deals and discounts for shoppers. Current economic headwinds, including tariff scares and weak consumer sentiment, could be factors in Amazon's decision to double-down on Prime Day and grab deal-savvy shoppers' dollars.
Furthermore, Amazon is leaning into its offer of exclusivity by adding a new "Today's Big Deals" feature, offering limited-time deals while supplies last on products from top brands such as Samsung, Kiehl’s, and Levi’s, according to a company press release. Amazon is also already pushing back-to-school and off-to-college shops with early deals for the upcoming school year.
Retailers and brands that sell on Amazon are sure to make a push to capitalize on the extended sale event. If your brand hasn't adjusted its Amazon selling strategy for Prime Day yet, now is the time.
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Kristina Stidham is the digital content director at Total Retail and sister brands Women in Retail Leadership Circle and Women Leading Travel & Hospitality at NAPCO Media. She is passionate about digital media and handles video, podcast and virtual event production for all brands. You can often find her at WIRLC, TR, WLT&H or industry events with her camera and podcasting equipment—or at home on Zoom—recording interviews with thought leaders and business executives.
Kristina holds a B.A. in Media Studies and Production from the Temple University Klein College of Media and Communication in Philadelphia. Go Owls! When she's not in the office, she loves to go on long walks, sing around the house, hangout with her family and two pet guinea pigs, and travel to new places.