Amazon Prime delivery truck

Amazon’s Prime Day could be the shopping spree that consumers (and the economy) have been waiting for

This year’s mega sales event is longer, earlier, and arriving just as shoppers tighten their belts.

7/7/25 1:38PM

Amazon’s biggest sales event of the year kicks off tomorrow and it could be its biggest ever.

This year’s Prime Day sales event will stretch from July 8 through 11, be available across 26 countries (its widest reach to date), and offer discounts of up to 40% across a range of products. Amazon’s betting a longer window of deals and new AI-powered shopping tools can keep carts full in a cooler retail climate.

Early forecasts are bullish: Adobe Analytics expects the event to generate a record $23.8 billion in US sales, despite signs that consumers are getting more selective with big-ticket buys.

Prime Day isn’t just about deals; it’s about keeping membership sticky.

The sales event is one of Amazon’s biggest drivers of Prime sign-ups and engagement. JPMorgan estimates the company could hit ~350 million global Prime members by the end of this year, up from 200 million in 2021, thanks to a steady climb in both the US and abroad.

Still… shoppers are looser with loyalty than they once were. A recent survey by Upside found that nearly 80% of shoppers consider themselves uncommitted, or willing to switch stores, apps, or brands, to find the best deal.

But analysts believe Prime Day’s impact stretches beyond the four-day event. The sale is expected to give Amazon an early boost on back-to-school and college shopping, helping it lock in spending before the busier fall shopping season kicks off. Bank of America estimates this week’s event will drive ~10% year-over-year growth for Amazon.

Even with rivals circling, Amazon’s scale could keep it ahead.

Walmart, Target, and Best Buy are all running competing sales this week, hoping to capture some Prime Day spillover with discounts of their own. But Amazon’s size and early prep work may give it the edge.

Heading into the event, industry experts were concerned that Amazon’s third-party sellers may not be as active because of recent tariff hikes. But in a recent Bank of America note, analysts said the retailer and many of its sellers stocked up early to avoid tariff hikes and potential shortages later. Amazon’s extended four-day sale is also considered a sign of confidence in its supply chain.

Analysts added that the company’s expansive inventory, industry-leading fulfillment capacity, and record delivery capability allows the company to stretch deals longer without running out of stock.

Amazon has continually made its Prime Day longer, giving members 30 hours in 2017 and 36 in 2018 to shop before going to two full days in 2019. The number of countries privy to the sale has grown as well:

The sales event lands as consumer confidence stays on shaky ground. June’s reading gave back nearly half of May’s sharp gains, and many shoppers are still prioritizing travel and experiences over splurging on a new kitchen setup or 55-inch flatscreen for the living room.

Shoppers may use Prime Day to trade back up.

After months of trading down to budget or cheaper in-house brands, consumers may finally be ready to stretch their wallets for more premium products... if the price is right.

According to Adobe Analytics, the share of higher-priced items sold during the sales event is expected to jump 18% as shoppers dip back into electronics, smartphones, and other bigger-ticket buys they may have delayed until now.

That deal-chasing behavior doesn’t just stay on Amazon. Retailers like Chewy, eBay, Etsy, and Peloton are also expected to see a Prime Day halo effect, as shoppers bounce around sites in search of the best price (or just a little retail therapy). The stakes are high: Amazon said last year’s Prime Day set new records, with estimates pegging sales at $14.2 billion in just 48 hours.

Amazon shares are up just over 1.5% on the year, still trading below their all-time highs.

Tom Jones

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Yum! is in exclusive talks with private equity firm LongRange Capital about a sale, per reports.

Hyunsoo Rim

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Costco’s gas stations are breaking records as drivers seek cheaper fuel

Higher prices have pushed many members to the retailer’s pumps for the first time.

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The Trump administration is reportedly planning a 50% made-in-America requirement for USMCA tariff relief

Qualifying for USMCA-related lower tariffs may soon require more US-made vehicle components, according to reporting by The Wall Street Journal.

The Trump administration is reportedly planning to introduce a 50% US content requirement for vehicles covered by the trade pact to receive lower tariffs. The content would be measured by cost, according to the WSJ.

There currently isn’t any US-specific requirement for those lower tariff rates, but in order to receive preferential tariffs, vehicles are must contain at least 75% regional content (components made in North America). Per Reuters reporting, the Trump admin is seeking to raise the regional requirement to 82%.

These reported plans are subject to change as the US negotiates USMCA terms with Mexico over the next few months.

Overall, Tesla will likely have the easiest time qualifying for any stricter requirements. The automaker’s vehicles contained the highest amount of US/Canadian content in 2025, according to American University research. Ford, GM, and Stellantis all scored lower.

Notably: the underlying government data that many domestic content measurements rely on intentionally combines US and Canadian components, so it’s difficult to know exactly how much of any given vehicle is specifically US-made.

Exclusive | Trump Administration Wants Autos Under USMCA to Be at Least 50% Made in America

These reported plans are subject to change as the US negotiates USMCA terms with Mexico over the next few months.

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The $640,000 Luce makes the average Ferrari look like a bargain

Put aside the shape; put aside the smoothing out of Ferrari’s iconic sharp edges; put aside, even, the calls from former Chairman and President Luca Cordero di Montezemolo to “take the Prancing Horse off.” On the grounds of price alone, Luce detractors might have a point.

By now, many of us will have read the criticisms of Ferrari’s first fully electric vehicle, as the Luce — which was unveiled to the world earlier this week and promptly saw the company’s shares crash out in New York and Milan — gets subtly shaded by competitors online and not-so-subtly shaded by basically everyone else.

What makes all of this worse for Ferrari is that, even by the luxury car maker’s notoriously high standards, they’ve slapped a pretty hefty price tag on the Luce, and the company’s CEO, Benedetto Vigna, has already been forced to defend the €550,000 ($640,000) price point, saying yesterday that it’s “fair to pay for innovation,” per Reuters.

While Ferrari’s cars have been getting more expensive of late, as recently as 2022, Ferrari’s average revenue per car sold was around $340,000. At nearly twice that price, this new electric model is obviously proving a little much (visually, conceptually, and financially) for many loyal and long-standing fans of the Prancing Horse to stomach.

Ferrari’s EV push is testing what makes a Ferrari a Ferrari

Claire Yubin Oh

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Temu’s US web traffic quietly recovered from last year’s tariff blow

Temu’s parent company’s stock is still under pressure though, both this year and this morning.