Amazon is doubling down on deals, extending its signature Prime Day from two to four days for the first time ever—just as United Airlines eyes the skies over Israel again, confirming it’ll resume daily flights to Tel Aviv later this month. Both moves land at a time when global instability, economic jitters, and shifting consumer habits are reshaping how Americans spend and travel.
It’s a week of discounts, airline decisions, and signs that even routine consumer events now carry geopolitical weight.
Amazon’s Extended Prime Day Looks to Wake Up Shoppers
Let’s face it—after 11 years, Prime Day doesn’t carry the same thunder it once did. So Amazon’s stretching it.
The annual sales event, which kicked off Tuesday morning at 3:01 a.m. ET, now runs through early Friday. That’s 96 hours of nonstop markdowns on everything from air fryers to acne patches. The timing isn’t random. Retail analysts say Prime Day has been sagging a bit, especially among younger shoppers, and Amazon is trying to recapture the magic.
This year, the online giant has added more perks aimed at Gen Z and younger millennials, a demographic that’s grown thriftier post-pandemic. It’s offering buy-now-pay-later options, early deals on TikTok-viral products, and exclusive experiences tied to Prime Video titles.
The stakes are high. With U.S. inflation simmering again and uncertainty over tariffs from China driving whispers of price hikes later this year, Amazon wants wallets open—and fast.
Competition Heats Up as Other Retailers Pile On
Amazon might’ve started the July sales frenzy, but now it’s a summer free-for-all. Retail heavyweights like Walmart, Best Buy, and Target have rolled out their own multi-day discount events to ride the Prime Day wave.
Walmart Plus Week runs July 8–11, overlapping directly with Amazon. Target Circle Week began on July 7 and continues through July 13. Best Buy’s “Black Friday in July” deals are also drawing attention.
Here’s a quick snapshot of who’s doing what:
| Retailer | Sale Name | Dates | Key Offers |
|---|---|---|---|
| Amazon | Prime Day (x4) | July 9–12 | Tech, beauty, home, Gen Z bundles |
| Walmart | Walmart Plus Week | July 8–11 | Sitewide discounts for members |
| Target | Circle Week | July 7–13 | Gift cards, limited-time pricing |
| Best Buy | Black Friday in July | July 8–14 | Big-ticket electronics |
These overlapping calendars mean shoppers can cherry-pick the best discounts—if they’re not too burnt out to care.
Gen Z Is the New Battleground for Loyalty
It’s no secret Amazon wants younger consumers locked into its ecosystem. The 18–29 demographic is notoriously brand-fluid and deeply price-conscious, especially with student debt payments now resumed and gig wages under pressure.
This year, Amazon is dangling:
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Limited-edition Prime merch drops
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Social media influencer live streams
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Special deals on student Prime subscriptions
Is it enough? Maybe. But analysts warn that many Gen Z buyers are just using Prime for shipping and canceling after a few months. Loyalty’s a tougher sell these days.
One 24-year-old shopper from Dallas, who asked not to be named, summed it up: “I scroll, I add to cart, and then I delete it. I just want to feel something, you know?”
United Airlines Returns to Israel After Tumultuous Pause
On the other side of the planet, things are shifting too—albeit with far higher stakes. United Airlines confirmed Tuesday that it will resume daily flights to Tel Aviv starting July 21, signaling a cautious return to normalcy after months of cancellations due to the war between Israel and Hamas.
United was among the first U.S. carriers to pull out of Israel in late 2023, following Hamas’s October 7 attack and Israel’s sweeping military response. The airline has been dipping its toe back into the market ever since, only to cancel again during periods of heavy conflict.
Now, with tensions showing signs of cooling and ceasefire talks reportedly progressing, United says it’s ready.
The first flight will depart from Newark on July 21. A second daily flight from New York is scheduled to restart the very next day. Tickets went on sale Tuesday.
Caution Still Looms Over Middle East Travel
United isn’t diving back in without backup plans. The airline will closely monitor conditions on the ground and work with U.S. and Israeli authorities on safety protocols.
Other major U.S. airlines—like Delta and American—have yet to follow suit. But industry experts say if things remain relatively calm, those carriers could restart routes by late summer.
Even so, passenger demand for Tel Aviv flights is still fragile. Travel insurance companies report a spike in claims and inquiries from customers rebooking Israel trips.
One travel analyst described it this way: “There’s a deep hunger for normalcy, but the scars of the past year haven’t healed. People are cautiously optimistic—but cautious is doing a lot of work there.”
Two Different Headlines, One Global Mood
The Amazon-United double-whammy might seem like two unrelated business stories. But zoom out a bit and it’s clear: companies are walking tightropes—trying to coax consumers back into old habits, while hedging against a world that keeps shifting underfoot.
For Amazon, it’s a bet on shopping as distraction. For United, it’s a gamble on geopolitics settling down enough to let business resume. Neither is guaranteed to work.
But in 2025, playing it safe might be the riskiest move of all.
