Amazon Prime Day Expected to Generate $23.8 Billion Online Sales

Amazon's Prime Day event, running from July 8 to 11, 2025, is forecasted to generate a record $23.8 billion in online spending across U.S. retailers, marking a 28.4% year-over-year growth and equating to roughly two Black Fridays combined. The event's expansion from two to four days, along with new daily deal drops, aims to sustain shopper engagement, with major competitors like Walmart and Target launching parallel sales. Mobile shopping will dominate, accounting for 52.5% of sales, driven by impulse buying and supported by growing use of AI shopping tools and Buy Now Pay Later options. Discounts during the event will remain historically high, with apparel seeing the deepest markdowns at 24%, followed by electronics and appliances. Adobe Analytics highlights a consumer trend toward purchasing higher-ticket items, particularly in electronics, while social media and influencer-driven sales are expected to contribute significantly. The Prime Day surge reflects consumers' efforts to maximize value in a volatile retail environment influenced by economic uncertainty and policy shifts under President Trump.