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Amazon Launches Four-Day Prime Day With Record $23.8 Billion Sales Forecast

Consumers are using generative AI and buy-now-pay-later services to navigate category-specific discounts geared towards back-to-school shoppers

Packages are transported on a conveyor belt at the Amazon warehouse on Prime Day, in Melville, New York, U.S., July 11, 2023. REUTERS/Soren Larson/File Photo
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Overview

  • The 96-hour Prime Day sale kicked off on July 8, doubling from its traditional two-day format
  • Adobe Analytics projects U.S. online spending will reach $23.8 billion during the event, up 28.4% year over year
  • Clothing discounts are forecast at about 24% off and electronics around 22%, with heightened focus on backpacks and college gear
  • Deals are reserved for Prime members and have prompted competitors such as Walmart and Target to offer matching promotions
  • Buy-Now-Pay-Later adoption is expected to account for roughly 8% of spending while shoppers turn to AI tools for deal hunting