Amazon Extends Prime Day To Four Days; Sales Expected To Soar 53%

HomeNews* Amazon‘s Prime Day event extends to four days this year, starting Tuesday.

• Analysts expect Prime Day sales in the U.S. to reach a record $12.9 billion, up 53% from last year.
• 84% of adults surveyed plan to shop on Prime Day 2025, according to recent data.
• Early spending on Prime Day shows a drop, but analysts remain optimistic for the rest of the week.
• 97% of analysts tracked by CNN recommend buying Amazon stock, forecasting up to 32% growth over the next year. The annual Prime Day sale for Amazon begins Tuesday, with this year’s event lasting four days instead of the usual two. The prolonged sale gives shoppers more time to find discounts and allows the company to benefit from increased website traffic.

• Advertisement - Industry analysts at Emarketer predict Prime Day sales in the U.S. could reach $12.9 billion, representing a 53% increase compared to last year. A June survey shows that 84% of adults are planning to shop on Prime Day 2025, supporting expectations for strong consumer participation.

Shoppers are “very focused on getting value where and when they can right now,” said Zak Stambor, a senior analyst at Emarketer. The extended event also provides more opportunity for advertisers, as Amazon advertising sales exceed $50 billion annually. Sellers on the platform often boost their spending to promote their products during this high-traffic period.

JPMorgan noted that new fulfillment centers—where shipping, sorting, and last-mile delivery happen under one roof—are reducing order processing time by as much as 25%. This change lowers costs during Prime Week and other peak periods.

However, Bloomberg cited data from Momentum Commerce, which supports $7 billion in annual Amazon sales for brands, reporting a slow start in early Prime Day spending across 50 managed brands. Analysts expect that overall activity could pick up throughout the week.

Amazon shares fell slightly, down just over 1% in the past week. CNN reports 97% of 71 analysts surveyed recommend buying the stock, projecting an average 10% price increase to $243.50 in the next 12 months, with some forecasts as high as $290, representing 32% growth.

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