Amazon announces Prime Day 2025 dates, and the 4-day rumors are true

It's official: Prime Day 2025 will take place July 8 through July 11, Amazon confirmed in a press release early June 17.

The four-day window is a first for Amazon — previous Prime Days were just 48 hours long. It's actually a wonder that Amazon managed to wait until its tenth Prime Day to have its sale take up a majority of the work week. Whether the extension is related to the decade anniversary or inspired by challenging market conditions, we can't say for sure. We can say this: we saw it coming months ago.

When exactly does Prime Day start this year?

Amazon's signature shopping event will kick off on Tuesday, July 8, shortly after the Fourth of July weekend. Typically, shopping events at Amazon start at 3 a.m. ET in the early morning hours, so in this case, a few hours after midnight on July 7. We expect the deals will stay live until around the same time the following Friday. We'll update this article if we learn anything new.

What else is new this year?

In addition to the four-day schedule, Amazon is introducing a new type of deal called Today's Big Deals. In a press release, Amazon describes these deals as "themed daily deal drops featuring some of the most exciting deals of the event, exclusive to Prime members. Members can enjoy deep discounts across top brands like Samsung, Kiehl’s, and Levi’s. These special offers launch daily at midnight PDT and remain available for a limited time, while supplies last."

Do I need a Prime account?

For the most part, yes. While some deals will be available to anyone who shops at Amazon, whether you're a Prime member or not, most deals are Prime exclusives. Prime members also get access to free 2-day shipping and returns, as well as access to Prime Video and other perks like Grubhub+. Fortunately, if you're not a member yet, it's easy to sign up for a free trial. You can pay for Amazon Prime memberships monthly, so there's nothing stopping you from canceling your membership once your Prime Day packages arrive.

Once your trial is over, Prime memberships cost $14.99 a month, or $7.49 a month for Prime Student.

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Does a longer Prime Day mean more deals?

There will probably be a higher volume of Prime Day deals this year just because there's more time to squeeze them all in. In theory, the deals should also last longer, which might be less stressful for buyers who want to ponder the items in their cart for a few days. This'll be nice for bigger investments that would ideally involve some quick research before buying, like a TV, laptop, or robot vacuum.

Plus, it's easy to frantically buy a ton of stuff you don't need on Prime Day just because it's on sale and just in case that price goes up tomorrow. Perhaps the extended time window will act as a cushion against time-sensitive panic buys.

This is barring the infamous lightning deals, which drop on the hour and have a limited inventory that can be claimed.

However, the actual dates of Prime Day aren't exactly hard cutoffs for most Prime Day deals. Just like Black Friday lasts essentially the entire month of November, we expect many Prime Day deals to linger throughout July. Many brands also unlock their Prime Day deals days ahead of the official start. Amazon itself tends to open discounts on some of its own devices early, though it is pretty strict about ending its own discounts once the clock strikes 12 (a.m. PT or 3 a.m. ET). If we see deals dropping early, we'll update this story immediately.