Amazon Prime Day expanded to four days amid tariff fears

In the United States, major retail events are set to unfold in early July 2025, with Amazon extending its Prime Day from its traditional one-day format to four days, beginning July 15. This shift in strategy comes as consumer confidence has been shaken due to economic uncertainties and fears regarding the impact of tariffs on prices. In an effort to bolster sales, other major retailers such as Walmart and Target are also launching their own competitive sales events, with Walmart also extending its Deal Days from four to six days, commencing on July 8. Target's comparable event, Circle Week, is set for July 6 to July 12, offering early access to selected customers. These sales coincide with the back-to-school shopping season, during which retailers hope to attract budget-conscious consumers looking to economize due to rising price concerns. As both Amazon and Walmart open their deals to in-store customers instead of restricting them just to members, competition is expected to intensify, particularly among established giants like Target which is carrying a steady lineup of essentials at last year’s prices. Overall, these sales are a response to both market pressures and consumer apprehensions as retail competition heats up ahead of the crucial late-summer and holiday shopping seasons.