Image courtesy of Amazon.
SEATTLE — Amazon continues to tweak its Prime Day format, this year expanding it to four days and adding incentives to draw in younger shoppers.
Prime Day will run from July 8-11 — its first four-day run — and feature daily themed drops for Prime members as Today’s Big Deals. The special offers will launch each day at midnight Pacific time with multiple deals dropping as often as every five minutes during select periods.
To lure Gen Z shoppers, Amazon has enhanced its Prime for Young Adults membership, giving the 18-to-24 age group 5% cash back for a limited time and a six-month, $0 trial membership. Amazon is also targeting the back-to-school crowd through its Back to School and Off to College shops and discounts such as $20 off a $100-plus purchase of curated “build your dorm” essentials.
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If four days isn’t enough for Prime shoppers, Amazon is offering early access for its members beginning July 1 for deals on its own brands such as Amazon Essentials and Amazon Basics. The Prime Day event is also being extended to products such as fuel purchases at participating BP, Amoco and Ampm locations; groceries via Amazon Fresh and Whole Foods; restaurant deliveries with Grubhub+; and travel with those who reserve on Amazon.
Professional basketball player LeBron James, who sells his men’s grooming line on Amazon, has been tapped to star in the Prime Day ad campaign.
Amazon is also making use of AI for Prime Day shopping via Alexa+, shopping assistant Rufus and AI-powered shopping guides to research product categories.