Amazon announced that this year’s Prime Day will run for an unprecedented four days, from July 8 through July 11, exclusively for Prime members. The event will feature a “Today’s Big Deals” segment offering themed daily product drops, with deals refreshing as frequently as every five minutes on items from top brands such as Samsung, Kiehl’s, and Levi’s.

Basketball superstar LeBron James stars in the “What’s next?” Prime Day advertising campaign, where he playfully imagines alternative career paths like chef, barber, and lounge singer. His men’s grooming brand, The Shop, will also participate with exclusive deals during the event.

Prime members will benefit from three weeks of early deals on select categories, including groceries and swimwear. Alexa+ users can receive real-time notifications when items go on sale. Additionally, Amazon has enhanced its Prime for Young Adults program, offering subscribers aged 18 to 24 a 5% cash-back incentive on purchases for a limited time, along with improved tools for discovering personalized savings.

Prime Day has historically been a major sales driver for Amazon. Consumer interest may intensify this year amid ongoing trade tensions, with over half of shoppers intending to stockpile essentials and nearly half planning to buy products before anticipated tariff-related price increases, according to recent market research.

Despite competing retailers like Walmart, Target, and Best Buy launching their own summer promotions, the majority of consumers (84%) who shopped during Prime Day events last year purchased exclusively on Amazon, underscoring the platform’s dominant position in the market.

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