Amazon’s Expanded Prime Day Expected to Boost Online Spending by $23.8 Billion

Online spending in the United States is set to surge by $23.8 billion during Amazon’s extended Prime Day event, which runs from July 8 to July 11. Adobe Analytics predicts a 28.4% increase in online sales compared to 2024, equivalent to “two Black Fridays.” This year’s event spans four days, double the duration of 2024’s version, which generated $14.2 billion in sales.
Mobile shopping remains dominant, with 52.5% of Prime Day purchases expected to be made on smartphones. Generative AI tools, such as Amazon’s chatbot Rufus, are driving a 3,200% surge in AI-driven shopping traffic. Amazon CEO Andy Jassy expressed optimism that the extended event would appeal to consumers amid economic uncertainty.
Apparel is expected to see the deepest discounts, averaging 24%, followed by electronics (22%), televisions (17%), and appliances (16%). Buy Now Pay Later options are also on the rise, accounting for 8% of online sales during the event. Amazon is focusing on back-to-school promotions, targeting parents and young adults.
The event coincides with increased competition from major retailers. Walmart is offering a six-day “Walmart Deals” event, while Target is hosting a week-long promotion. Best Buy is also holding a July Black Friday event. Adobe Analytics representatives did not respond to requests for comment.

Published: 7/7/2025