Amazon’s longest Prime Day targets tariff fears, rivals

Amazon launched its longest Prime Day ever, which started at midnight and will go on till Friday, seeking to lock in consumer spending before potential tariff hikes.

Adobe forecasts $23.8 billion in US online spending during the four days—equal to two Black Fridays—driven by back-to-school sales and big-ticket items like TVs, mattresses, and appliances.

Bank of America expects Amazon to generate $21.4 billion in merchandise sales, 60% more than it raked in during the event last year.

Analysts say the longer sale reflects Amazon’s logistics edge, its expanded delivery network, and a deep inventory that customers can access with its AI shopping assistant Rufus. It guides users to products based on their interests and prompts.

But according to experts, the retailer is also trying to reduce the impact of tariffs, as the four-day period allows consumers to make purchases before new levies are imposed.

Growing competition
Retailers like Walmart, Target, Best Buy, and Kohl’s have launched competing sales, but lack Amazon’s reach. Still, analysts warn Amazon’s aggressive pricing could strain third-quarter margins, even as it strengthens brand loyalty and Prime retention.

Overall, it is a happy buying season for customers looking to snag deals.