Amazon is heading into its longest-ever Prime Day, a 96-hour sale from July 8–11, with expectations that Amazon predict $23.8 billion sale in Prime Day 2025, nearly doubling last year’s $14.2 billion two-day haul. This event is being likened to two Black Fridays in one week.
📊 Key Highlights from the Forecast
- Projected Growth: Adobe forecasts $23.8 billion in online U.S. spending during Prime Day—a 28.4% year-on-year increase from last year’s figure.
- Mobile Momentum: Over 50% of transactions projected to occur via mobile—around $12.5 billion.
- Prime Duration Extended: The sale spans four days (96 hours)—doubling the previous Prime Day length.
- Heavy Discounts: Expected price cuts of 10–24% across key categories like apparel, electronics, and appliances.
- BNPL Uptake: Buy‑Now‑Pay‑Later usage projected at 8% of Shopify purchases, slightly up from 7.6% last year.
- AI Shopping Assistants: Surge in generative AI-driven shopping—3,200% year‑on‑year traffic growth during Prime Day.
🌍 Merchant & Market Context
- Third-party pressure: Some sellers are minimizing discounts due to rising input costs, including new tariffs—though Amazon still expects solid sales.
- Competitive landscape: Competitors like Walmart and Target are staging parallel sales events to capitalize on Prime Day momentum.
🔮 What It Means
- Mega-scale event
The $23.8 billion forecast equates to two Black Fridays and cements Prime Day as a powerhouse shopping festival. - Mobile-first economy
With over half of transactions via mobile apps, impulse and convenience remain critical to consumer behavior. investors.com - Tech integration trend
The integration of generative AI tools like Amazon’s Rufus is reshaping how shoppers discover deals, pushing personalization and support forward. - Economic headwinds
Ongoing inflation and tariff pressures could shrink seller margins and temper consumer urgency despite headline-high sales.
✅ Conclusion
With Amazon predict $23.8 billion sale in Prime Day 2025, the four-day shopping extravaganza solidifies itself as a true retail juggernaut—outpacing Black Friday in scale. The blend of mobile-first adoption, AI-powered tools, BNPL uptake, and competitive market dynamics paints a picture of a connected, tech-driven consumer future. Despite external economic constraints, Amazon and its partners appear set for a record-breaking retail moment.
