Amazon Prime Day spending is set to surge this year, with Adobe Analytics forecasting nearly $24 billion in U.S. online sales. This massive figure is equivalent to two Black Fridays combined, showing how powerful this event has become.
The four-day sale runs from July 8 to July 11. For the first time, Amazon has extended the event to 96 hours. The company hopes this longer period, along with daily deal drops, will keep customers returning throughout the event.
Meanwhile, competitors such as Walmart and Target are also launching their own sales. They aim to capture part of the expected spending surge, adding more excitement for shoppers.
According to Adobe, consumers are focusing on higher-ticket items like electronics and appliances. However, shoppers are choosing cheaper deals for everyday essentials. Adobe expects clothing to see the largest discounts, averaging 24% off, while electronics prices will drop about 22%.
Mobile shopping continues to dominate. More than half of all purchases during Prime Day are expected to happen on smartphones. Adobe notes that people tend to make more impulse buys while scrolling on their phones.
In addition, the use of AI-powered shopping tools is rising sharply. Adobe predicts traffic from chatbots and assistants will jump by over 3,000% compared to last year’s Prime Day.
Buy Now Pay Later options should also see a slight increase. Social media and influencer-driven sales remain strong. Nearly 20% of Prime Day revenue will come from affiliate links and recommendations.
The forecast highlights the importance of Amazon Prime Day spending as a measure of consumer confidence amid economic uncertainty. Trade tensions and tariff changes under President Trump continue to influence shoppers.
However, consumers should stay alert. Some companies inflate prices before Prime Day to make discounts appear larger. Last year, Gizmodo exposed instances where prices increased dramatically before the sale.
Finally, Amazon workers have criticized the demanding conditions Prime Day creates in warehouses. A report found that this event is a major source of worker injuries.
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