Amazon has announced that its annual Prime Day sales event will run for four days this year, the longest duration in the event’s history.
The 96-hour shopping extravaganza will begin at 12:01 a.m. PT on July 8 and run through July 11.
This year’s edition will also feature a new twist: daily themed “deal drops” available only while supplies last. The move builds on Amazon’s recent strategy of creating urgency through limited-time or invite-only offers.
First launched in 2015, Prime Day was designed to drive sign-ups for Amazon’s $139-per-year Prime membership and to promote the company’s own products and services.
The event has since become a mid-year revenue boost not just for Amazon, but for the wider retail sector, with many competitors now staging parallel promotions.
Amazon extended Prime Day to 48 hours in 2019 and later introduced a second Prime-style sale in the autumn. This year’s expanded format continues the trend of turning Prime Day into a broader retail moment.
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