The retailer is doubling the length of this year’s promotion, aiming to lure in more shoppers and nab new Prime members.

The first four-day-long Prime Day sale, is expected to generate as much spending as two Black Fridays, Adobe reports today, with AI tools and influencers driving growth.

MarketWatch polling suggests interest in Amazon’s super-sized Prime Day is muted. BofA analysts say the longer event suggests Amazon has more capacity to offer discounts, despite tariff fears.