Amazon Prime Day is here. What to expect.

For the first time since its establishment ten years ago, the main event for members is planned to take four days in 20 countries instead of two days. Expanded Prime Day, Bofa Securities Analyst Justin Post can produce more than $ 21 billion of gross goods that grow 60% compared to last year.

“Amazon’s 2025 Summer Prime Day is preparing to be the greatest so far with the potential to offer record -breaking sales, strengthen competitive ditches and increase both retail and advertising revenues.”

Da Prime Day also broke a record last year, Amazon said a new high level for both sales and the number of products sold at that time.

But that’s not just the Amazon. Although the e-commerce giant pioneered the mid-summer shopping event in 2015, sales have become a foundation until the black Friday in the mid-July. This year, Target’s Circle Week is realizing its agreements from July 6 to 12 and Walmart from July 8 to 13.

Agreements will provide great support to the digital economy.

According to estimates published on Monday, US retailers between July 8 – July 11, an annual increase of 28.4% of $ 23.8 billion is expected to spend online. Adobe said it was equivalent to two black Fridays, which spent $ 10.8 billion in 2024, in 2024.

The company expects discounts to remain “historically high levels ,, the price of a listed element varies between 10% and 24%. These discounts should encourage shoppers to buy more expensive products with adobe estimates so far. Clothing, electronics, television and tools will see the best opportunities this week, Adobe projects.

Indeed, Amazon took a look at customers that they could wait, including up to 50% discount on Levi-Strauss clothing and zappos shoes; Up to 40% discount on television, vacuums, anker speakers, Samsung Chromebooks and tablets up to 40% and premium cosmetics; And up to 30% discount on toys, odors and remote suitcases.

The company also introduces the “Today’s Big Opportunities olan which are the theme of daily price decreases for members. Amazon, special offers will be released at midnight at midnight every day and the materials will be offered for sale until the end of the materials, he said.

Target and Walmart are not behind. The target focuses on the preparation of return to school and offers target department members with agreements on grocery and personal care elements as well as 30% discount on certain clothes, uniforms, backpacks and school materials. Walmart also boasts electronic discounts, such as overturning $ 100 from a Samsung computer monitor, as well as sales at school. Opportunities will be available for all Walmart customers, but Walmart+ members access a day early. And for the first time, he said that Walmart offers agreements both in stores and online.

Nevertheless, although Amazon’s competitors fight a good struggle, the company will still stand out. Prime Day is not only a major driving force of sales-it also increases the main membership records at the same time, Jefferies Analyst Brent Thill. In 2024, millions of new members worldwide and a record -breaking number of customers in three weeks up to Prime Day were enrolled in Prime.

Thill, Amazon Prime membership is a great loyalty driver for the retailer, he said. A recent Jefferies Consumer Survey reported that 73% of the participants were a main membership of over 26% for Walmart+ and over 22% for Target Circle. Considering that most of these participants claim that the loyalty programs of the research claims that members often make more frequent or larger purchases than non -Loyalt members, they aim to keep their memberships that may be important for Amazon.

Amazon can also receive extra support from recent AI initiatives. This main day, customers can ask AI’s shopping assistant Rufus, AI’s shopping assistant, about the timing and adapted agreement suggestions; Use AI -supported shopping guides to improve calls; And ask AMAZON’s AI personal assistant Alexa+to follow prices and inform them when they fall.

And this does not count the advantage of any web traffic that Amazon can get from third -party AI chat services and browsers. Adobe expects a annual increase of 3,200% of traffic from productive AI sources. Web traffic from AI Chatbots is still dwarf with more traditional search methods, including going to web browsers or with E -mail marketing, but Adobe has been accepted, but the consumer is more rooted in the shopping model. In a recent study of 5,000 US consumers, 55% said that they used productive AI to do shopping research, that 47% used for product suggestions and that 43% helped them agree.

Historically, Amazon shares made a slight increase after Prime Day and won an average of 1.11% and 3.29% after the event.

No matter how small the stock is, it can use support. From the closing of Thursday, the stocks increased by 1.8%, and the S&P 500’s 6.8% gain and the technology heavy Nasdaq Composite increased by 6.7%.

Saddle up, the agreement hunters-long we go in for a week. Perhaps investors should be prepared if the chance to capture Amazon shares. Every day you get a potential bargaining in a retail giant.

Write Sabrina Escobar at sabrina.escobar@barrons.com