The figures apply across all online retailers for Amazon Prime Days. Tariffs and economic uncertainty are on the minds of shoppers as they prepare for Amazon's summer Prime Day sales. But at least one company is forecasting that sales for the online sales event will break records as budget-conscious shoppers look for deals.

Amazon Prime Day 2025 turned into a four-day retail surge, running from July 8 to July 11. This year, the shopping event stretched beyond its traditional two-day format, giving millions of American consumers extended time to search,

Ten years after Amazon launched Prime Day in 2015, this year's version of the online shopping and discount extravaganza is unlike any other in the company's history.