Amazon has doubled 2025’s Prime Day event to four days, offering 96 hours of deals and special offers from July 8-11. New this year will be Today’s Big Deals, themed daily drops of deals for brands including Samsung, Kiehl’s and Levi’s that will be available exclusively to Prime members. Amazon also has sweetened the Prime for Young Adults membership offer for customers aged 18 to 24.
Prime Day was a two-day event in 2024 that generated record-breaking sales, contributing to $14.2 billion in ecommerce sales, an 11% increase year over year, according to Adobe Analytics.
This year, LeBron James replaces Megan Thee Stallion as the Prime Day spokesperson, starring in an ad that shows Amazon providing the gear for whatever comes next for the basketball superstar — from cooking at a Benihana-style restaurant to crooning (off-key) in a nightclub to facing off with hungry raccoons as he leads a camping trip.
Prime Day is generally seen as the kickoff to the back-to-school shopping season. Amazon’s Back to School and Off to College Shops help organize school supplies, which will be available for up to 40% off during the event. Early deals on Amazon Brands and devices will begin July 1.
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Wooing Young Adults with Prime Membership Discounts
Amazon also is refreshing Prime for Young Adults, offering 18- to 24-year-olds enhanced memberships for $7.49 per month or $69 per year. (The normal Prime membership fee is $14.99 per month or $139 annually.) Benefits include everyday 5% cash back on favorite items, which will be doubled to 10% cash back on popular categories during Prime Day, as well as exclusive drops. Eligible new members can try Prime for Young Adults for six months for $0.
“Whether someone is beginning their first job, moving into their first apartment or college dorm or taking time to decide what’s next, the new Prime for Young Adults membership helps members save money, save time and make the most of this important life stage,” said Jamil Ghani, Worldwide VP of Amazon Prime in a statement.
