Amazon's Prime Day expected to rake in $23.8 billion in sales

In the United States, Amazon's Prime Day sales event is projected to create a record $23.8 billion in e-commerce sales during the week of July 8 to July 11, 2025. This is a significant increase from previous years, reflecting a 28.4% rise compared to similar periods. The expanded event has doubled from two days to four, creating opportunities for consumers to take advantage of extensive discounts. Adobe reports that mobile shopping will play a significant role, with an estimated $12.5 billion, or 52.5% of online sales expected to occur through mobile devices, emphasizing the rise of impulse purchases through smartphones and tablets. AI-driven shopping tools are also anticipated to significantly enhance the consumer shopping experience, with estimated traffic increases of 3,200% from generative AI sources. This aligns with a broader trend noted during the prior holiday season, where AI solutions aided shoppers in finding relevant deals quickly. As influencers and affiliate marketing become increasingly popular, their contributions are projected to represent nearly 20% of the revenue generated during the event. This reflects a trend towards digital engagement in promoting products, replacing traditional advertising methods. In preparation for the event, numerous retailers are expected to offer promotions, therefore turning the occasion into one of the largest sales periods of the year. Prime Day is not just limited to Amazon; various e-commerce platforms and retailers will also participate, driven by the competition sparked by Amazon’s large-scale promotion. As a result, consumers can anticipate plentiful offers across diverse categories, including electronics, apparel, and household goods. Adobe has already calculated significant anticipated discounts in these areas, indicating a potential for higher purchase rates of luxury items as shoppers look to trade up during the sale. Overall, the expansion of Prime Day, coupled with advancements in mobile shopping and the integration of AI, suggests that consumer behavior is shifting toward more immediate and informed decision-making when it comes to online shopping. Retailers are keen to leverage this burgeoning trend, aiming to meet consumer demands for better deals and smarter shopping experiences, making this year’s Prime Day a pivotal occasion in the annual retail calendar.