Amazon Spins Prime Day Into 4-Day Event

Amazon says its annual Prime Day sale is doubling in size this summer.

The retail giant announced Tuesday (June 17) that the event will stretch over four days instead of the usual two, running from July 8 through July 11.

Also new this year is something called “Today’s Big Deals.” According to Amazon’s announcement, these are “themed daily deal drops” exclusive to Prime members.

“Members can enjoy deep discounts across top brands like Samsung, Kiehl’s, and Levi’s,” the announcement said. “These special offers launch daily at midnight PDT and remain available for a limited time, while supplies last. Members can also check back frequently to discover incredible savings with deals dropping as often as every five minutes during select periods throughout the event.”

The expanded version of Prime Days comes as Amazon is seeing more of its members also hold subscriptions to Walmart+, as recent PYMNTS Intelligence research has shown.

“Far from being an either-or decision, a significant segment of the U.S. population, particularly millennials, is choosing to ‘win both carts’ by leveraging the distinct advantages offered by these retail giants,” PYMNTS wrote in May.

This shift reflects consumers’ changing priorities and spending patterns that payments executives need to grasp to understand to the future of retail and commerce.

The jump in dual subscriptions has been notable, that report added, nearly doubling since 2021 and suggesting a move toward multi-platform loyalty over exclusivity, fueled by a desire to maximize perks and value to combat ongoing inflation.

“Consumers are increasingly choosing the best offerings from each retailer to meet their specific needs, rather than committing themselves to just one,” PYMNTS wrote. “This strategic approach allows them to compare prices and find the best deals, underscoring the perceived value of combined benefits, even among households facing tight budgets.”

Among the insights from the research is the clear division in how dual subscribers use each platform. Walmart dominates grocery buying, with nearly a third of American consumers making their most recent grocery purchase at Walmart, compared to just 1.3% at Amazon.

By contrast, Amazon maintains a hold on online discretionary retail, with both dual subscribers, and Prime-only members, using the platform for nonessential, higher-ticket items.

“Perhaps the most compelling finding for payments executives is that subscribers to both Amazon Prime and Walmart+ consistently outspend other consumer segments on retail purchases at Amazon,” the report added. “Dual subscribers averaged $110 per transaction on Amazon, significantly higher than Prime-only members ($78), Walmart+-only members ($75), and those with neither subscription ($58).”