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Amazon's Prime Day sale, now a four-day event, begins Tuesday. The extended sale includes a 5% cashback offer for Gen Z Prime members. While analysts are unsure if the extra days will boost sales amid inflation concerns and potential tariff impacts, projections suggest a significant increase in overall online spending. Competing retailers like Walmart and Target are also running extended July sales, with Walmart offering in-store deals for the first time. Some third-party sellers are forgoing discounts due to tariff uncertainties, while others are leveraging pre-tariff inventory to offer deeper discounts.

Prepared by Christopher Adams and reviewed by editorial team.