This year’s Prime Day (from July 8 to 11, 2025) has turned into a four-day shopping frenzy in the United States with only two days of sales, which many are calling ‘the Black Friday of summer.’ Across the shopping landscape—from Amazon to Walmart and Target—alternative discounts are being offered, but Amazon is taking an aggressive approach. With rising fees and supply chain pressure, shoppers are rushing to snag deals on technology, home goods, and school supplies, as prices continue to rise. Analysts predict an increase of about $24 billion in online shopping during this period in the United States, which is nearly double that of last year, equivalent to two holiday Black Fridays.
This is due to large discounts on products (laptops, TVs, devices, kitchen utensils) and smart tools like AI-driven shopping guides from Amazon and app alerts. The four-day extension is not just about more time, but a strategic push to enhance Amazon’s pricing image and Prime memberships, while leveraging its logistical strength. Despite economic concerns, inflation fears, and doubts about how significant these discounts are, Prime Day remains very important. Bank of America expects Amazon to generate over 21 billion dollars in sales, representing nearly 10 percent of its third-quarter sales. Meanwhile, competing retailers have launched their ‘July sales’ campaigns, but are still chasing Amazon’s technology, delivery speed, and scale advantages.
For consumers, it has become a seasonal event. Deal experts now suggest treating it like a holiday sale, with significant planning. Prime Day is ideal for electronics (especially given the risk of price increases related to taxes), kitchen utensils, activewear, and basic beauty products. But be cautious of savings that are more speculative: furniture and children’s products often offer greater discounts during Black Friday. In short, Prime Day is becoming popular in the United States because it has turned into a key mid-year shopping event, influenced by the need to cut costs, temporary tax restrictions, intense retail competition, and the launch of Amazon-enabled AI tools and increasing incentive strategies. The result? A spending period that breaks records and eclipses the signals of traditional holidays.
