Amazon.com Inc. has announced that its summer Prime Day sales event will last four days this year.
The promotional period follows the return in March of Amazon’s Big Spring Sale, the pre-summer equivalent of its Prime Day event. That also followed its recent Prime Big Deal Days — the fall equivalent to its Prime Day sales event — in October 2024. Amazon’s Big Spring Sale in 2025 lasted from March 25 through March 31.
The retailer also said it will offer thousands of Prime Day deals for products under $5 through Amazon Haul. In addition to sales on its own storefronts, Amazon is working with retailers using its “Buy with Prime” checkout feature to offer discounts of up to 40% on products they sell through their own ecommerce websites. Participating Buy with Prime brands include Steve Madden, JLab and Wyze, Amazon said.
Amazon ranks No. 1 in Digital Commerce 360’s Top 2000 Database. The database is how Digital Commerce 360 tracks the largest North American online retailers by their annual ecommerce sales. Amazon is also No. 3 in Digital Commerce 360’s Global Online Marketplaces Database. That database ranks the 100 largest global marketplaces by third-party gross merchandise value (GMV).
Amazon is among the “Big Four” Mass Merchants that Digital Commerce 360 covers in depth as part of the newly published State of American Ecommerce Report.
When is Amazon Prime Day 2025?
The Amazon Prime Day sales event will run from July 8, starting at 12:01 a.m. PDT, through July 11.
The four-day promotional period marks the first time that the retailer’s main sales event of the year will not be just one or two days.
“Prime members have double the time to shop millions of deals,” Amazon said in its event announcement.
Discounts will include up to 40% off school supplies, plus promotions on categories including laptops, fashion, home, beauty and books, according to Amazon. Additionally, Prime members will receive up to 30% off products from Amazon’s own brands, it said.
It’s also providing early access to deals from independent sellers between June 23 and July 6. Amazon said independent sellers represent more than 60% of sales on its store. Most of them are small and medium-sized business, it added.
Prime members can also receive $1 off per gallon on one fuel purchase up to 35 gallons during the Independence Day weekend (July 3 through 6). Additionally, members can save 10 cents per gallon each day of Amazon’s Prime Day event if they purchase at participating locations.
How much did Amazon make on Prime Day?
July 2024 marked the 10th time Amazon held its Prime Day sales event. It took place July 16 through July 17, starting at 12:01 a.m. Pacific time.
Although Amazon didn’t reveal exactly how much it made in Prime Day 2024 sales, third-party data provides insights into how the event went. The online marketplace’s manufactured summer sales holiday drove record U.S. ecommerce sales — from other online retailers. U.S. consumers spent $14.2 billion — off of Amazon — during the full Amazon Prime Day 2024 sales event, Digital Commerce 360 previously reported.
In 2023, Amazon customers saved nearly $24 billion via deals and coupons, according to Jamil Ghani, vice president of Amazon Prime. He said Prime members accounted for the “vast majority of those savings.” More than $2.5 billion of those savings were during Prime Day 2023, Ghani said.
The summer Prime Day sales event in 2023 grew less than in the previous year, up 6.7% to $12.9 billion, according to Digital Commerce 360 Research. Amazon Prime Day went from generating less than $1 billion in 2015 to more than $12 billion in 2024.
How many countries will Prime Day take place in?
Amazon Prime Day will take place in 24 countries, including:
- Australia
- Austria
- Belgium
- Brazil
- Canada
- Colombia
- Egypt
- France
- Germany
- India
- Ireland
- Italy
- Japan
- Luxembourg
- Mexico
- Netherlands
- Poland
- Portugal
- Saudi Arabia
- Singapore
- Spain
- Sweden
- Turkey
- The United Arab Emirates
- The United States
- The United Kingdom
When is Amazon Prime Day usually?
Dates for Amazon Prime Day in the past:
- 10th: July 16-July 17, 2024
- Ninth: July 11-12, 2023
- Eighth: July 12-13, 2022
- Seventh: June 21-22, 2021
- Sixth: Oct 13-14, 2020
- Fifth: July 15-16, 2019
- Fourth: July 16-17, 2018
- Third: July 11-12, 2017
- Second: July 12, 2016
- First: July 15, 2015
How often is Amazon Prime Day?
Until 2022, Amazon Prime Day was once a year in the summer. In 2022, the retail giant added another Prime Day event in October. So how many times a year is Prime Day? The answer used to be once. Amazon then established a two-year pattern of two separate sales events.
As of 2024, Amazon held its inaugural Big Spring Sale, from March 20 through 25. That Big Spring Sale event was open to all customers, and Prime members received access to exclusive deals, Amazon said.
Currently, the answer is that Amazon Prime Day — in its various sales event forms — is three times a year.
How do you sign up for a Prime membership?
You can join Prime or start a free trial at Amazon Prime Day. Amazon has recently faced a lawsuit from the U.S. Federal Trade Commission alleging the ecommerce giant duped consumers into signing up for its Prime membership service and deliberately made it hard to cancel.
How to prepare to find deals on Prime Day
The value of Prime Day to retailers both small and large is undisputed, as millions of shoppers visit the site in search of once-a-year deals.
- Sign up for the Prime Insider newsletter to hear about Amazon Prime member benefits and find updates on deals and events.
- Create deal alerts for recommendations. As an Amazon Prime Member, you can subscribe to receive deal alert notifications related to recent Amazon searches and recently viewed items. All you have to do is visit the Prime Day event page on the Amazon app before Prime Day to create deal alerts. Once Prime Day arrives, members will receive push notifications on any available deals.
- Get deal notifications from Alexa. Alexa can make sure you don’t miss any Amazon deals. Members can add products to their Wish List, Cart, or Save for Later, and then ask Alexa to notify them about the deal.
- Set a reminder so you don’t miss the multi-day event.
- Check back here to see the latest updates.
What are the Big Spring Sale and Big Deal Days, and how are they different from Prime Days?
Amazon called its inaugural March promotional period its Big Spring Sale. In October 2023, it created a new fall sale event called Big Deal Days. Amazon’s Big Spring Sale is not exclusive to Prime members. The online retailer also held a fall sale in 2022 for the first time, called the Early Access Sale.
Prime Day is now Amazon’s biggest sale of the year. It is usually held during the summer months. In 2024, it was July 16 and July 17. Historically, the annual two-day deals event is for Prime members only.
Prime Day, which features deals on many products on Amazon.com, began in 2015 as a celebration of Amazon’s 20th year in business. It turned into a summer sales holiday designed to drum up additional business for Amazon — and the retailer’s marketplace sellers — before the holiday shopping season. In recent years, other large retailers have offered promotions on their own websites around Prime Day to take advantage of the additional online shoppers.
Abbas Haleem, Brian Warmoth, Mary Meisenzahl, James Risley and Paul Conley contributed to this report.
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