Amazon doubled the days of its annual Prime sale for 2025, making the sale a four-day event, from July 8 to 11. CNBC is reporting that on Tuesday, the first day of Amazon's four-day Prime sale, U.S. online sales jumped 9.9% year over year to $7.9 billion, according to Adobe Analytics. Related: 2 Simple Strategies to Save More on Prime Day 2025But not all vendors are seeing increased sales. The company manages online sales for 50 brands, including Beats, Crocs, and Therabody. CNBC noted that Adobe expects total four-day sales for the Prime Day event to be "equivalent to two Black Fridays," around $23.8 billion.