Amazon Extends Prime Day Sale To 4 Days This Year, Event To Begin From July 8

Amazon has announced that its popular Prime Day sale will run for four days this year, beginning on July 8 and ending on July 11, marking a significant expansion from last year's two-day event.

"We're extending it to four days because our members have told us they just need more time to shop the deals," said Jamil Ghani, Amazon's vice president of worldwide Prime, in a statement to Reuters.

The longer duration comes at a time when American shoppers and retailers alike are grappling with uncertainties related to tariffs and their potential impact on prices and product availability.

Rob Garf, senior vice president of strategy and insights at retail marketing firm Cordial, noted that these variables are influencing both consumer behaviour and retailer strategies.

During the July 2024 Prime Day, US consumers spent $14.2 billion, reflecting an 11 per cent increase from the previous year, according to data from Adobe Analytics.

However, Amazon continues to face fierce competition from rival retailers like Walmart, Target, and TikTok Shop, all of whom are ramping up their own promotions around back-to-school and back-to-college shopping seasons, offering discounts on items such as electronics, clothing, and home essentials.

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Targeting Young Consumers and Subscription Growth

In a bid to attract a younger customer base, Amazon is offering discounted Prime memberships for individuals aged 18 to 24. This demographic-focused promotion is part of Amazon's broader effort to expand its subscriber base. Typically, a Prime membership costs $14.99 per month or $139 annually, granting members access to exclusive deals, fast shipping, and various digital services.

Massive Data Center Expansion Fuels AI Ambitions

Beyond retail, Amazon is making a significant infrastructure play by investing at least $20 billion into Pennsylvania to expand its data centre footprint. This move aligns with Amazon’s strategy to strengthen its artificial intelligence and cloud computing capabilities, as competition intensifies across the tech sector to dominate generative AI technologies.

The substantial investment will allow Amazon Web Services (AWS) to better support advanced AI models and meet growing enterprise demand for AI-powered tools and cloud services. Salem Township and Falls Township have been identified as the initial sites for these new data center developments, where construction will bring considerable infrastructure improvements and community engagement opportunities.

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