Amazon Prime Day 2025 will be a four-day event beginning on July 8, an expansion from previous years. Approximately 60% of Amazon's sales come from independent sellers, who are facing various strategies influenced by U.S. tariffs. Some sellers will maintain normal discounts to drive sales and improve rankings, while others choose to hold inventory for higher profit margins. Customers are also reconsidering their shopping strategies, weighing the timing of purchases against anticipated price increases due to tariffs.
The 2025 Prime Day version is a four-day long event that kicks off on Tuesday July 8, up from two days in 2024.
Independent Amazon sellers, who account for around 60% of Amazon sales, are contending with tariff chaos that impacts their Prime Day strategies.
Some sellers will discount as normal to drive top line sales for cash flow and increased rankings, while others plan to play it safe.
For Amazon customers, there is a new calculus on whether to cash in on deals now or wait for potential future price increases.
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