AMAZON has rolled out a major change to its much-awaited Prime Day event.
For the first time, the e-commerce giant will run the event for four full days – giving Prime members 96 hours to snag deals.
Amazon revealed on Tuesday that Prime Day will take place from Tuesday, July 8 to Friday, July 11.
It has promised savings across a range of categories, including top brands like Bose, Dyson, Lego and Sonos.
The tech giant is set to introduce a new ‘Today’s Big Deals’ feature at the four-day sale, which involves discounts on daily themes curated exclusively for members.
A “New Deal Drop” feature will also launch at midnight every day throughout the shopping event.
Amazon is encouraging members to use Rufus, its AI shopping assistant, to ask for recommendations and find out more about Prime Day.
To shop the discounts, customers must be a Prime member or start a free trial at amazon.co.uk/primeday.
A Prime membership costs $14.99 per month or $139 per year.
For students and 18-22 year-olds, membership is at $7.49 each month or $69 yearly.
Prime Day starts on July 8 in many countries including the US, UK and Australia, while shoppers in Brazil, India and other countries will get deals later this summer.
Amazon officially announced the event in late April – though at the time the dates were not yet known.
“We know members love savings, so we are working hard around the world to offer the hottest deals from new brands and trending products you can only shop on Amazon,” the company said.
Last year’s two-day Prime Day event saw record-breaking sales for Amazon, with more items sold during the promotion than ever before.
Independent sellers – most of them small- and medium-sized businesses – played a huge role in that success, selling over 200 million items in 2024 alone.
However, some businesses are reportedly scaling back their participation or pulling out of Prime Day entirely due to the impact of tariffs, according to Reuters.
Experts note that smaller sellers are particularly vulnerable to tariffs since they lack the leverage to negotiate deals with vendors.
It comes as Amazon is working on humanoid robots that could soon be delivering packages to shoppers’ doors.
The tech giant is reportedly developing AI that could end up replacing human delivery drivers.
According to The Information, Amazon is gearing up to trial the new robot delivery drivers, with even a testing park reportedly under construction.
Amazon is yet to publicly confirm this, but the company has expanded the use of robots in its warehouses in recent years.
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