NEW YORK — Amazon is launching an extended version of its annual Prime Day sales, catering to Gen Z consumers through new membership perks. This year marks the 11th anniversary of the shopping event, which has been expanded from its traditional two-day format to a four-day extravaganza beginning at 3:01 a.m. Eastern time on Tuesday.

In response to changing shopper demands and economic uncertainties, Amazon will feature deals being released as frequently as every five minutes throughout the event. Young Prime members, aged 18 to 24, can take advantage of a special $7.49 monthly membership—half the standard price—along with a limited-time offer of 5% cash back on their purchases.

While Amazon officials refrained from discussing potential impacts of tariffs on this year’s price offerings, the event comes at a time when consumers are expressing heightened caution regarding spending. Speculation had previously arisen about whether Amazon would display additional tariff charges during checkout, leading to public backlash from officials who labeled the idea as a politically motivated act. However, the company clarified that this suggestion was still under consideration for its Haul storefront, rather than an implemented change.

The expansion of Prime Day has sparked competitive responses from other major retailers. Companies such as Walmart, Best Buy, and Target are launching their own sales events during this period. Walmart, in particular, is adding two additional days to its promotion, making discounts available both online and in physical stores for the first time.

Experts suggest that despite the added shopping days, consumer spending may not see a significant increase due to ongoing inflation fears and tariff-related price hikes. Adobe Digital Insights predicts that online spending during the sales event could reach $23.8 billion from July 8 to July 11, reflecting a notable increase from last year. However, analysts caution that shoppers might remain cautious, focusing primarily on essential items.

Many retailers are adapting their strategies to account for changing consumer behaviors. For instance, discounts on specific products are becoming more targeted, an approach seen as a way to sustain profit margins amid uncertainty. As a result, some independent sellers may choose to forgo participating in Prime Day to protect their profits while others aim to clear out inventory accumulated before anticipated tariff increases.

Notably, some businesses are gearing up for significant discounts to attract buyers. A candle company, Outdoor Fellow, plans to offer deeper price cuts this week, leveraging a stocked inventory secured prior to tariff changes. The founder of the company expressed optimism about pricing strategies while awaiting potential duties on incoming shipments.

Although the landscape for retailers seems fraught with challenges, many will be watching closely to see how seamlessly the expanded Prime Day translates into spending amidst a wary consumer base. As the event unfolds, retailers are likely to adapt as they gauge real-time consumer reactions to these promotional efforts.