Amazon’s Prime Day sale is longer than ever — and even more important than usual for the company. Here’s why.

For the past couple of years, Amazon.com Inc. has recalibrated its Prime Day shopping events to entice cautious consumers and

play defense against stiffer competition from the likes of Walmart Inc., Target Corp. and TikTok, who have launched their own discount days in response.

Now, as the online retail giant prepares for its longest Prime Day event yet — from July 8 through July 11 — analysts say 2025’s super-sized event is a response to tariff-related anxieties. But as its big-box rivals struggle more directly with tariffs, they also say Amazon AMZN could nudge the bar higher for everyone else, as it leans on its vast delivery network, artificial-intelligence shopping assistants and extra perks related to travel and food delivery.