In April, Amazon confirmed that its annual July Prime Day event will return this summer. Despite an uncertain economic outlook, Amazon is full steam ahead on its first Prime Day event of the year. 

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Amazon hosted its second annual Big Spring Sale in March, which was extended from five days in 2024 to seven days this year. In a similar fashion, some early leaks suggest that Prime Day will be extended from the usual two days to four days as well. Though Amazon has not publicly announced the dates of the 2025 July Prime Day event or commented on the length of the sale, competing retailers already take advantage of similar savings events that extend prior to, during, and after the dates Amazon selects.

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In 2024, Prime Day ran from July 16 to July 17. I’ve covered plenty of sale cycles over the last few years, and I’m placing my best estimate for this year’s Prime Day event to land either from July 8-9 or July 15-16 — after Fourth of July, but not too late into the month. It’s typically a two-day sale running on a Tuesday and a Wednesday. If Amazon chooses to extend it like with their Big Spring Sale, I’d expect more days to save within the same weeks as those dates. We’ll have to wait and see. 

Prime Day is Amazon’s flagship sale event, and it happens twice a year: July and October. Shoppers can expect tons of savings across nearly every product category on the site, including popular Amazon products. Typically, Prime members can shop for new deals that are refreshed throughout the event and partake in exclusive invite-only deals. Plus, market competition with Prime Day has turned the month of July into a true shopping extravaganza that mimics holiday-like sales in the heat of the summer, making it a great time to be a consumer. 

I’ll be keeping up with all the best Prime Day news through the end of the sale, so be sure to keep up with our team on ZDNET.com. We’ll be updating the site with all the details you need to shop savvy — including the best deals on products we’ve personally tested and would recommend.