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.

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.

Amazon.com Inc.’s Prime Day is slamming into President Donald Trump’s trade war, with ever-shifting tariffs prompting some brands to sit out the summer sale and some shoppers dropping