Katie Thomas, who leads the Kearney Consumer Institute, said it’s possible to posit pros and cons of the extension of Amazon Prime Day 2025 to four days beginning today.
In an analysis by the institute, an internal think tank at global consultancy Kearney, KCI noted July 8-to-11 Prime Day event as now constituted addresses many consumer considerations. Indeed, Prime Day allows consumers to check off a number of tasks from stocking up on summertime needs and beginning back-to-school shopping to revisiting delayed purchases on discretionary items and getting a jump on shopping for the year-end holidays. As Kearney puts it, Prime Day, from the consumer point of view, is a chance to accomplish many shopping tasks using a reliable source.
KCI’s Thomas contemplated potential positive and negative results from the decision to increase the duration of Prime Day:
- Pro: This year’s prolonged event means more time to buy and potentially track down more deals.
- Con: The longer sales periods might dilute urgency and lead to cart abandonment.
- Pro: Prime Day, in its extended form, gives consumers time to think about spending their money on everyday basics at minimum prices at a time when they might not be as willing to spend a lot of money on discretionary items, as might have been the case during the promotional period in years past.
- Con: The sheer quantity of sales can lead to analysis paralysis, creating consumer confusion around what and when to buy, which could translate to less purchasing.
KCI data demonstrates consumers historically have approached Prime Day as a chance to treat themselves rather than to purchase for other purposes, such as buying gifts, even if some consumers start their Christmas shopping during the promotional event, Kearney reported. Given tariff worries, the incentive for gift purchasing during the extended Prime Day 2025 might prove to be more attractive.
