Amazon is flipping the script on its biggest shopping event ever, Prime Day 2025 is going four days strong for the first time in the company’s history.
That’s right, shoppers now have 96 full hours to score serious deals, starting Tuesday, July 8 through Friday, July 11. If you’re a Prime member or planning to sign up for a free trial, this year’s Prime Day is going to feel more like a shopping marathon than a sprint.
The e-commerce giant made the bombshell announcement this week, officially confirming what had only been rumored in April. The event spans multiple countries including the US, UK, and Australia, with more regions like Brazil and India set to get in on the action later this summer. And this time around, Amazon is promising a lot more than just discounts, they’re rolling out all-new features and doubling down on AI.
One of the major additions is a brand new ‘Today’s Big Deals’ section, where each day of the sale will focus on handpicked themes and product categories. So whether you’re into home gadgets, fitness tech, or back-to-school gear, there’s probably going to be a whole day dedicated to it. But it doesn’t stop there, Amazon is also launching a ‘New Deal Drop’ feature that hits at midnight each day, keeping the momentum going throughout all four days.
And if decision fatigue is real for you, Amazon has a solution for that too. The company is encouraging Prime members to try out Rufus, its AI shopping assistant that can help you hunt for deals, find product comparisons, or just make sense of the endless sales. It’s basically like having a personal shopper in your pocket, except powered by artificial intelligence.
Of course, to get in on these deals, you’ll need to be a Prime member. The standard membership costs $14.99 per month or $139 per year. Students and 18- to 22-year-olds get a discount, paying just $7.49 per month or $69 annually. If you’re not yet a member, Amazon is offering a free trial at amazon.co.uk/primeday so you don’t miss out.
The lineup of brands this year is also top-tier. Think Bose, Dyson, Lego, Sonos, and other big names that rarely go on sale. From tech to toys, home essentials to fashion, Amazon says it’s pulling out all the stops to make this the most inclusive and expansive Prime Day yet.
Last year’s two-day Prime Day shattered sales records, and Amazon is clearly hoping this year’s extended version will top that. Independent sellers crushed it in 2024, with over 200 million items sold, most of them from small or medium-sized businesses. However, 2025 might look a little different, some sellers are reportedly scaling back or dropping out of Prime Day altogether due to rising tariffs. Small businesses especially are feeling the heat, lacking the scale to absorb cost hikes or negotiate better terms with suppliers.
Meanwhile, Amazon has its eyes firmly on the future. The company is said to be developing humanoid delivery robots, part of its broader push into AI and automation. Reports suggest a test park for these robots is already under construction, and while Amazon hasn’t confirmed it publicly yet, it wouldn’t be a shocker given how integrated robotics have already become in their warehouse systems.
So what does all this mean for you? Basically, Prime Day 2025 isn’t just longer, it’s smarter, more strategic, and absolutely stacked with ways to save. Whether you’re stocking up, tech shopping, or just in it for the midnight surprises, this four-day mega sale is going to be hard to ignore.
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