Amazon has confirmed that its 2025 Prime Day event will run over four days, between 08 – 11 July this year. This is the first time the online retail giant has run its Prime Day promotion over a 96-hour period, doubling the usual two days it dedicates to offering deep discounting for Prime members.

Building on last year’s £1.3billion sales bonanza

Last year, Adobe estimated that total sales across Amazon’s two day Prime Day topped £1.3billion as shoppers cashed in on deals, with electronics, clothing and homeware among the top performing categories. In the UK, 2024 Prime Day sales surged past the £618million mark, with GlobalData suggesting two thirds (65%) of UK consumers planned to purchase at least one item during the Prime Day event last year.

As well as being able to shop millions of deals across categories, including back-to-school, healthcare, toys and pet essentials, Amazon will also introduce a new ‘Today’s Big Deals’ promotion for 2025. The themed daily deal drop will launch at midnight, offering discounts across selected categories and top brands, including Samsung, Kiehl’s, and Levi’s.

Jamil Ghani, VP of Amazon Prime, said: “Prime Day is about celebrating our members by providing them with exceptional savings and convenient delivery.” He added that this year, Amazon would launch “new shopping features that make discovering personalised savings easier than ever” for customers.

An AI-powered Prime Day 2025

This year, Amazon will leverage generative AI (Gen AI) shopping features to connect shoppers with deals and personalised offers.

Its AI shopping assistant, Rufus, will offer tailored, 1-2-1 deal recommendations, while Amazon Interests will create custom prompts based on shoppers’ interests and then match personalised deals based on them. Amazon will also deploy AI-powered Shopping Guides, speeding up deal discovery to connect customers to the best deals on preferred products.

In the U.S., Prime members can also use conversational commerce via Amazon’s next generation personal assistant, Alexa+, to search deals during the event. With a million+ North American consumers already using Alexa+, shoppers can also track promotions on items in their cart, as well as being notified when a product drops into their preferred pricing range, ensuring they don’t miss out.