Amazon Prime Day Extended to Four Days Again Amid Economic Concerns

Amazon's annual Prime Day event is scheduled to last four days — June 23 through June 26 — for a second straight year.

Launched in 2015, Prime Day is Amazon's effort at creating a holiday season-like shopping event in the middle of the year. It's also served as a way for Amazon to secure new members for its $139-a-year loyalty program, and to promote its own products and services.

Jamil Ghani, Amazon's vice president of Prime, said in an interview that the company opted to keep the extended timeframe after observing Prime members browsing and purchasing items throughout the entire four-day period last year.

The company will offer limited-time deals and new discounts each day to entice shoppers to participate in more than one day of the event, Ghani added.

But Amazon is contending with a difficult economy, as U.S. consumer sentiment dropped in May to a record low, according to data collected by the University of Michigan. Surging oil prices and the U.S.-Iran war were primarily to blame for worsening sentiment, while many respondents, especially lower-income consumers, said high prices were eating into their personal finances.

Groceries and household essentials will be a "real focus" of this year's promotions, Ghani said. Shoppers will see produce, hot dog buns and meats for as low as $1, while some personal care items like soap are expected to be half off.

Consumers have been using Prime Day and other discount events to stock up on utility items over indulgences. In recent years, against an uncertain economic backdrop, shoppers have reached for trash bags and dishwasher pods during Prime Day, in addition to the usual favorites like Instant Pots and Echo smart speakers.

"Of course, we're sensitive and cognizant that there's economic uncertainty and everyone's trying to make their dollar, their euro, their rupee stretch further," Ghani said.