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 Jones6/24/26

Prime Day is here again and Amazon’s subscription service has never been more popular

Well, it’s that time of year again: many have made their wish lists, people are scraping together the money they’ve saved to pick out a perfect gift, some are presumably leaving out refreshments for the weary delivery drivers and, more and more, drones.

It’s Amazon Prime Day — meaning that it’s the second day of the four-day promotional event that Amazon still calls Prime Day — of course, and it’s even come early this year, with the company bringing the period into late June from July, when it’s been traditionally held for the last five years.

The Prime Age

Alongside the eyes and endless clicks that the arbitrary stream of listicles on “The Best Prime Day Deals” that almost every media outlet pours into, Amazon will also be cheering the fact that there’s now more Prime users than ever before to devour the retailer and its sellers’ sometimes-contested “discounts.” Indeed, according to the latest annual estimates from Consumer Intelligence Research Partners (CIRP), there were just over 200 million American shoppers using Amazon’s massive subscription service at the end of 2025.

Max Knoblauch6/15/26

Electronic Arts launches a platform to put more ads in its games

Video game publishing giant EA launched a new platform on Monday designed to make the process of selling immersive ad space in its popular games easier.

The company says the platform, called EA Advertising, allows brands to “integrate directly into gameplay through dynamic, real-time placements, from stadium signage to custom in-game content.”

More so than other studios, EA has incorporated advertising into its most popular titles. As Kotaku points out, the company’s ad efforts stretch as far back as 2006. Several of its sports franchises already feature partnerships with brands like Visa, Lowe’s, Red Bull, and PepsiCo.

In-game advertising hasn’t exactly been embraced by fans, but industry experts expect it to ramp up as companies seek more revenue to offset higher games budgets and surging memory costs. EA rival Take-Two has taken a different approach, with CEO Strauss Zelnick recently saying the company was “not at risk of doing brand partnerships” in the forthcoming “Grand Theft Auto VI,” and that ads in full-price games seems “unfair.”

The $55 billion deal to take EA private, led by Saudi Arabia’s Public Investment Fund, is set to close at the end of this month. Being the largest leveraged buyout in history, EA will likely look for more ways to boost revenue to cover interest payments.

Electronic Arts Makes Push for Ad Dollars Tied to Sports

Millie Giles6/11/26

JM Smucker says it sold $1 billion worth of Uncrustables in FY2026

After years of booming sandwich sales, JM Smucker has finally earned a billion-dollar crust.

On Tuesday, the company reported results for fiscal year 2026, highlighting better-than-expected profits driven by higher prices for coffee and sweet baked goods. However, at another point on the earnings call, CEO Mark Smucker pointed to one particularly jammy figure: in line with previous forecasts, the company sold $1 billion worth of its (almost always) crustless sandwiches, Uncrustables, in the last year alone.

Max Knoblauch6/8/26

Paramount reportedly offers concessions to resolve multistate antitrust investigation

Paramount has reportedly offered up some concessions in an effort to prevent an antitrust lawsuit by California and about 10 other states, according to Bloomberg reporting on Monday.

Reuters first reported on the potential suit from a group of unnamed states last week, which could throw a wrench in Paramount’s plans to buy rival Warner Bros. Discovery in a Hollywood megamerger.

The list of concessions is unknown, though Bloomberg previously reported that Paramount is open to divesting some of its kids TV assets to appease EU regulators.

Late last month, reports said US regulators appeared likely to approve the $110 billion merger, following a meeting between Paramount CEO David Ellison and DOJ antitrust staffers.

Paramount Offers Concessions to Head Off State Antitrust Lawsuit

The list of concessions is unknown, though Bloomberg previously reported that Paramount is open to divesting some of its kids TV assets to appease EU regulators.

Late last month, reports said US regulators appeared likely to approve the $110 billion merger, following a meeting between Paramount CEO David Ellison and DOJ antitrust staffers.

$98B ⛽

Max Knoblauch6/8/26

The IATA released its latest financial outlook for the airline industry over the weekend, forecasting a $98 billion jump in the sector’s collective fuel bill. The world’s largest trade group representing airlines expects the oil spike to halve profits by 49% from last year to $23 billion.

The group also expects profit margins to halve year over year, falling from 2025’s 4.2% to 2%. Still, revenue is expected to climb to $1.17 trillion from $1.07 trillion.

A surge in the cost of jet fuel has rocked US and global airlines this year, leading Delta Air Lines, United Airlines, American Airlines, Southwest Airlines, JetBlue, and others to raise fares and ancillary charges like bag fees. Low-cost carriers, which operate on smaller margins, have been squeezed the hardest, resulting in Spirit’s shutdown.

“It’s a tough year for all airlines, especially those whose balance sheets had not yet recovered from COVID. And, of course, for those operating in the Gulf,” said IATA Director General Willie Walsh, who added that demand is holding up and about half of passengers expect to spend more on travel this year. “That bodes well for a strong northern summer peak season. The big unknown is how long travelers and shippers can tolerate the higher costs of connectivity.”