Amazon announces Prime Day Canada 2025 is four days: What else is different this year

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Are you ready to restock on dishwasher detergent? Perhaps a new set of Rubbermaid containers? Or Beats headphones? Those were our readers’ favourite deals from last year’s Prime Day — Amazon’s biggest sale event of the year.

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This year, Prime Day may look a bit different. Firstly, it’s four days instead of two. Amazon Prime Day Canada is running from July 8 – 11, 2025.

We connected with Jamil Ghani, vice president of worldwide Amazon Prime, to learn more about this year’s sale event. He said the decision to extend the event from two to four days is because “Prime members have told us that they appreciate more time to shop and save, particularly when juggling their busy lives.”

Another difference this year is the development of trade tariffs, which could impact the deals offered during Prime Day. Ghani noted that Amazon is “actively monitoring developments in the global trade environment while maintaining our unwavering focus on delivering exceptional value to our Prime members in Canada.”

The final major differentiator this year is related to the tariffs; Canadians are opting to shop Canadian brands. In response to the trend, Amazon is “particularly proud of ourCanada Showcase storefront, which will feature special Prime Day deals to help members discover and save on the best of Canadian brands and products,” Ghani mentioned.

What to know about Amazon Prime Day Canada 2025

When is Prime Day in Canada: July 8 – 11, 2025.

What’s new: Prime Day is now four days. You can shop Canadian brands through Amazon’s Canada Showcase and your Shopping Essentials team is now on the revamped Canoe.

What’s the same: Your Shopping Essentials team! Same team, new URL. Your in-house Canadian team of writers will bring you the best Prime Day deals. 

How to stay in the loop: Sign up for the Shopping Essentials newsletter.

How to participate in Prime Day

Prime Day is exclusively open to Prime members. Unlike Amazon’s spring sale, which anyone can shop, Prime Day is only for those who have a Prime membership. If you’re new to Prime, you can take advantage of a free trial.

Once you have a Prime membership, we, of course, recommend following along with Canoe’s Shopping Essentials coverage. Our team tests products all year to ensure we’re only recommending worthwhile deals. Deals that are on quality products with actual good prices. We know our prices, so we can recognize if discounts are top-notch.

To learn more about how Amazon is prepping for Prime Day Canada 2025, check out highlights from the Q&A with Ghani.

Q&A with Jamil Ghani, vice president of Amazon Prime worldwide

Q: What are you most excited about this Prime Day?

A: I am particularly excited about extending Prime Day to a full 96-hour event in Canada this year. This four-day format gives our Prime members more time to discover and shop deep discounts across top brands, trending products and some of Amazon’s lowest prices of the year so far. By extending the event, we’re able to showcase more products across more categories, including items from Canadian brands and small and medium-sized businesses.

Q: Why did Amazon decide to extend Prime Day from two to four days this year?

A: Prime is all about anticipating members’ needs and bringing them closer to what they care about, which includes saving money through one of their most appreciated benefits – Prime Day. At Amazon, we embrace that ‘It’s still Day 1’, meaning we nurture the innovative spirit of a startup, and this Prime Day extension demonstrates our ongoing commitment to innovating on behalf of customers.

Q: How is Amazon continuing to support Canadian businesses?

A: Canada is important to Amazon globally, and we’ve supported Canadian businesses through Prime Day since the very first event back in 2015. Amazon has offered virtual shelf space to Canadian sellers since 2003, helping thousands of Canada-based independent sellers, most of whom are small and medium-sized businesses, reach customers across Canada and around the world…

…As we continue to invest and innovate, we’re committed to adding more and more selection with products our customers want, including items from local Canadian businesses.

Q: Do you have a favourite Canadian product available on Amazon?

A: My three young daughters love Good To Go snacks, which we discovered on a family holiday in Victoria last year. All Natural Advice is a skincare staple for my wife, and we have ATTITUDE natural care products throughout our home. These are just a few examples of the high-quality Canadian offerings available.

Q: What are three things you recommend buying on Prime Day?

A: Prime Day is an excellent opportunity to save on needs and wants. Members can stock up on everyday essentials; in my household, that means diapers and wipes. Amazon devices, which traditionally see some of their deepest discounts of the year during the event, are also a great find.

Q: What’s your most ordered item on Amazon?

A: Household items and daily essentials tend to be among the most frequently reordered products for many Prime members, including in my own household. With three young kids, my cart is currently filled with diapers, STEM building kits and beach toys, all the essentials to keep our three girls happy and entertained as we head into the summer season.

Q: What’s one product you ordered from Amazon that you love more than you expected to?

A: I ordered a set of silicone food storage containers that I absolutely love more than I expected. I bought them thinking they’d just be useful for leftovers, but they’ve completely transformed the kitchen organization in our home. They collapse flat when not in use (saving so much cabinet space!), they’re leakproof for taking lunch to work and they go straight from freezer to microwave without transferring food. Plus, I’ve significantly reduced my plastic wrap and aluminum foil usage since getting them.

Q: What’s your favourite show on Prime Video?

A: I eagerly await every season of Reacher, and will admit that I went back and watched seasons 1 and 2 before devouring season 3. I’ve been captivated by the show’s strong themes of justice, Alan Ritchson’s dry humour as the protagonist, and the high-intensity action each season. I highly recommend it, whether you’ve read Lee Child’s books or not.

Q: How will the unfolding tariff landscape affect Prime Day Canada?

A: We’re actively monitoring developments in the global trade environment while maintaining our unwavering focus on delivering exceptional value to our Prime members in Canada. Through close collaboration with our selling partners to navigate evolving market conditions, we’re ensuring that Prime Day will continue to offer members access to outstanding deals across a diverse range of products, regardless of external factors.

Shopping Essentials, a category written by research-obsessed shopping fanatics, is now on Canoe.com. Explore in-depth product reviews, expert recommendations and exciting collaborations — plus get behind-the-scenes info on your favourite brands and trending products — learn more here or sign up for our newsletter

rmann@postmedia