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.

Amazon employees load packages on carts before being put on to trucks for distribution for Amazon’s annual Prime Day event at an Amazon’s DAX7 delivery station, July 16, 2024, in South Gate, California [Photo: Richard Vogel, File/AP Photo]

For the first time, Seattle-based Amazon is holding the now-somewhat misnamed Prime Day over four days; the company launched the event in 2015 and expanded it to two days in 2019. The sale this year runs from July 8 through July 11, and deals are exclusive to Amazon's Prime subscription members.