Prime Day? More Like Prime Week!

For only the second time in the 12-year-long history of Prime Day, Amazon is holding its exclusive shopping event in June this year. Starting today, Prime members in more than 20 countries will have the chance to score deals as part of the event that Amazon has successfully established as a summer counterpart to Black Friday and Cyber Monday.

What started as a 24-hour sales event to celebrate Amazon’s 20th anniversary in 2015 has grown into a multi-day shopping marathon, now lasting 96 hours or four full days. By stretching the event across several days, Amazon not only boosts total sales but also keeps shoppers engaged for longer, while giving sellers more opportunities to promote deals.

The evolution of Prime Day into a “Prime Week” underscores how major retail events are becoming longer, more frequent and increasingly central to online shopping strategies worldwide. The same has happened to Black Friday and Cyber Monday, which have evolved into Black Week and Cyber Week, with deals seemingly stretched across longer periods each year.