Amazon is bringing back its annual sales event, Prime Day, in July, the e-commerce giant said on Tuesday.
This year, consumer demand for the popular sale event could be dampened by the possibility of tariffs increasing the cost of goods. To highlight the impact of President Trump’s tariffs, Amazon will reportedly begin to display the cost of the tariffs next to the total price of goods on its site, according to Punchbowl News.
The White House swiftly blasted Amazon’s decision to display the impact of tariffs as “a hostile and political act by Amazon,” White House press secretary Karoline Leavitt said in a press briefing on Tuesday morning.
“This is another reason why Americans should buy American,” she added.
Amazon quickly responded, telling The Washington Post (then publishing the comment on its blog) that listing import charges was something it had only considered for its low-cost Amazon Haul store, not the main site. (Reportedly, Trump had called Amazon founder Jeff Bezos to complain.)
Prime Day is still months away, so it’s unclear to what extent tariffs could impact this year’s sale. Reuters reports that some Amazon sellers have already begun pulling out of Prime Day due to pressure from tariffs, while others are reducing the amount of discounted merchandise they’ll put on sale.
Typically, Prime Day has given Amazon a way to boost sales at an otherwise slower time of the year by offering discounts on both its own products and those from other businesses. The company notes that small and medium-sized businesses today account for more than 60% of sales on Amazon’s store, and last year sold over 200 million items during Prime Day.
That event also saw more items sold than any other Prime Day event to date, the retailer said.
This year, Amazon says, Prime Day will have deals across more than 35 categories, including electronics, kitchen, beauty, and apparel. Though the company is not teasing any deals yet, it did say that the sale will feature “socially trending items” as well as “creator favorites,” alongside other Amazon-exclusive products.
The event is also going to be held in Ireland this year for the first time and will return to a range of other global markets, including Australia, Austria, Belgium, Brazil, Canada, Egypt, France, Germany, India, Italy, Japan, Luxembourg, Mexico, the Netherlands, Poland, Portugal, Saudi Arabia, Singapore, Spain, Sweden, Turkey, the United Arab Emirates, the U.S., and the U.K.
Amazon on Tuesday also launched a new luxury goods selection on its site, curated by Saks.
This latest addition to Amazon’s Luxury Stores section will feature top brands like Dolce & Gabbana, Balmain, Etro, Stella McCartney, Giambattista Valli, Erdem, Fear of God, Jason Wu Collection, Rosetta Getty, Johanna Ortiz, Chantecaille, and La Prairie. U.S. customers will be able to shop the new collection on amazon.com/saks and in the Amazon Shopping app.
