The figures apply across all online retailers for Amazon Prime Days. Tariffs and economic uncertainty are on the minds of shoppers as they prepare for Amazon's summer Prime Day sales. But at least one company is forecasting that sales for the online sales event will break records as budget-conscious shoppers look for deals.

Amazon Prime Day 2025 turned into a four-day retail surge, running from July 8 to July 11. This year, the shopping event stretched beyond its traditional two-day format, giving millions of American consumers extended time to search,

Amazon is extending its annual Prime Day sales and offering new membership perks to Gen Z shoppers amid tariff-related price worries and possibly some consumer boredom with an event marking its 11th year.