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.

Despite a slow start to the Prime Day summer sales event, U.S. online sales reached $24.1 billion with retailers offering deeper discounts than last year.

Analysts expected a week of online sales events to bring in record revenue as consumers chase deals amid economic uncertainty.

With Amazon Prime Day in full force, marketers are navigating one of the biggest retail events of the summer. But this Prime Day isn’t just a moment to drive sales; it’s a critical opportunity to test and learn.

If you're trying to upgrade your home gym setup to more than a set of dumbbells in the garage, you can snag the Major Fitness Drone3 Squat Rack for 28% (or $165) off its retail price of $599.99—down to just $434.

The good news is shoppers with an Amazon Prime membership will get access to lots of good deals. The bad news is they'll be targeted by scammers looking to take advantage of the major shopping event. On Monday morning, the retail giant sent an email to customers warning them about a particular phishing scam on the rise.

Amazon is expanding its annual Prime Day sales to four days for the first time, beginning early Tuesday morning and ending early Friday, according to AP. The move comes as Amazon seeks to maintain consumer interest in the event and compete with Walmart,

Prime Day event were 41% lower compared to last year, raising questions about consumer demand and "deal fatigue." Yahoo Finance Senior Reporter Brooke DiPalma joins Market Catalysts to explain what's driving the slower start and why momentum could pick up by the end of the four-day stretch.

BoA analysts suggest the longer shopping event reflects improvements in Amazon's robotics, AI, and inventory placement efforts. The company has been growing its suite of AI-powered shopping tools, including Alexa+ savings trackers, personalized deal notifications, and virtual assistant Rufus.