Prime Day 2025 will run for four days straight, starting July 8 at 12:01 a.m. PDT and ending July 11. It’s the first time Amazon has extended the event to 96 hours (4 days instead of 2!).
The company says shoppers can expect discounts on a wide range of items—from groceries and school supplies to electronics, toys, home goods, and even luxury brands. The deals are exclusive to Prime members.
A new feature this year called “Today’s Big Deals” will highlight daily themed offers from well-known brands like Samsung, Levi’s, and Kiehl’s. These deals will go live at midnight each day and will be available for a limited time or while supplies last. Amazon also says new deals will launch as frequently as every five minutes during peak periods.
In addition to standard back-to-school promotions and early Prime Day discounts already live, Amazon is also using AI to help shoppers. Its AI shopping assistant, Rufus, and its Alexa+ tool can suggest personalized deals and alert users when prices drop.
Prime Day 2025 will run in over 20 countries, including Canada, the U.S., UK, Germany, Japan, and Australia. Some countries, including India, Mexico, and Brazil, will get access to deals later in the summer. Amazon is promoting the event with a new ad campaign starring NBA superstar LeBron James.
As part of Prime Day Canada, Prime Video is releasing a new documentary called Simple Plan: The Kids In The Crowd, highlighting the Montreal band’s 25-year career. The film gives Prime members exclusive access to behind-the-scenes moments, interviews, and live footage from the Canadian pop-punk group. Alongside the documentary, Amazon Music will release the official soundtrack on July 8. Fans can already stream a special early demo version of I’m Just A Kid on Amazon Music ahead of the full release.
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