A direct-type backlight module and a lamp holder thereof are disclosed. The lamp holder includes a plurality of lamp seats, and a plurality of connecting arms each connected with at least one adjacent lamp seat. Each lamp seat has a retaining portion for retaining a corresponding lamp therein. Each connecting arm has a bendable portion that can be bent along a horizontal direction so as to adjust a distance between adjacent lamp seats. Therefore, the lamp holder of the present invention has a capability to retain several lamp groups spaced at different intervals for different LCD types or with lamp assembly tolerances, and thereby achieves a higher convenience in the LCD assembly.