Core Insights - Amazon's four-day Prime Day sale is projected to generate a record $23.8 billion in U.S. e-commerce sales, significantly impacting the overall online shopping landscape [2][4] - The event has expanded from two days to four, with spending expected to increase by 28.4% compared to the previous year, equating to an additional $9.6 billion [4][5] E-commerce Trends - The sales event will not only take place on Amazon but will also involve various other e-commerce platforms as retailers participate in this major sales event [3] - Mobile purchases are anticipated to reach $12.5 billion, accounting for 52.5% of online sales, driven by increased impulse buying on mobile devices [6] Discounts and Promotions - Discounts during Prime Day are expected to range from 10% to 24%, with the highest average discounts in apparel (24%) and electronics (22%) [7] - The introduction of daily deal drops aims to maintain consumer engagement throughout the sale period [5] AI and Influencer Impact - The use of AI shopping tools is expected to surge, with traffic from generative AI sources projected to increase by 3,200% during Prime Day [8][9] - Sales driven by affiliates and social media influencers are forecasted to account for 19.9% of revenue, reflecting a 16.6% increase from the previous year [10] Consumer Behavior Insights - Consumers are likely to wait for Prime Day discounts before making significant purchases, particularly in categories like electronics and smartphones [11] - There is an expectation that consumers will trade up to higher-priced items, with the sales share of premium goods projected to rise by 18% during the event [12]