Amazon Prime Member Day transformation: extended from 24 hours to four days.

The 24-hour Prime Day event used to be Amazon's "Black Friday", where savvy shoppers took advantage of the promotion to score great discounts on big-ticket items like TVs and stand mixers. According to research firm Emarketer, this year's event, which kicked off on Tuesday, is expected to generate a record $12.9 billion in sales in the US, a 53% increase from last year. This year's Prime Day will last for four days instead of the usual two, and there will be additional events such as Book Day, Pet Day, Summer Beauty Promotion, and March Spring Promotion. Emarketer predicts that during this year's Prime Day, shoppers will focus on heavily discounted products and purchase electronics and other goods that may face tariffs later in the year.