Generative AI is set to play a major role in Amazon’s Prime Day 2025 event, transforming how people shop online. A new report by Adobe shows that AI-powered tools are helping shoppers find better deals, get product suggestions, and make faster decisions during one of the biggest shopping events of the year.
This year’s Prime Day kicked off on Tuesday, July 8, and runs through July 11. It’s expected to generate $23.8 billion in online spending across U.S. retailers—making it bigger than ever and essentially “two Black Fridays” rolled into one.
Key Takeaways
- Prime Day 2025 sales expected to hit $23.8 billion in the U.S.
- Sales up 28.4% from last year, driven by discounts and school shopping.
- Over half of purchases will be made on mobile devices.
- Generative AI (GenAI) traffic is up 3,200% year-over-year.
- Shoppers are using AI for product research, recommendations, and deal hunting.
- 92% of GenAI users say it made shopping better.
Prime Day 2025: Bigger Than Black Friday
Adobe, which analyzes online sales from over 1 trillion retail visits and 100 million products, reports that Prime Day is growing fast.
Here’s what the numbers show:
- $23.8 billion in online sales over four days.
- That’s a 28.4% increase from last year.
- It’s $9.6 billion more than the same time period in 2024.
Mobile shopping will be huge this year. Adobe says 52.5% of purchases will come from smartphones and tablets.
GenAI Use Soars 3,200% During Prime Day
One of the biggest trends this Prime Day? Generative AI as a shopping assistant.
Adobe expects a 3,200% spike in traffic from GenAI sources compared to last year. This includes:
- AI-powered chatbots
- Smart shopping tools in browsers
- Generative tools in apps like ChatGPT and Google’s Gemini
Although GenAI is still smaller than email and paid search in terms of traffic, its growth shows that more shoppers are trusting AI for help.
How Shoppers Use Generative AI
Adobe also surveyed 5,000 U.S. consumers to learn how they’re using GenAI tools during shopping.
Here’s what they found:
- 55% use GenAI for product research
- 47% rely on it for recommendations
- 43% use it to find deals
- 35% ask for gift ideas or unique products
- 33% use it to create shopping lists
And those who use GenAI?
- 92% say it improved their shopping experience
- 87% are more likely to use it for larger or more complex purchases
Tech Giants Are Leaning Into AI Shopping
The shift to AI-driven shopping isn’t just coming from consumers. Tech companies are building it in, too.
For example:
- Google now offers Gemini-enhanced product search
- OpenAI’s ChatGPT has added shopping assistance features
- Retailers are also embedding AI chatbots directly on their sites
The goal is simple: help people find what they need faster, smarter, and more easily.
What People Are Buying: Big Discounts, Back-to-School, and More
So what’s driving sales this Prime Day? According to Adobe, discounts are a major draw.
- Apparel is offering some of the biggest deals.
- Back-to-school shopping is also playing a big role, especially for families preparing for the fall.
Shoppers are focusing on value—and AI is helping them find it.
Why This Matters
This year’s Prime Day is about more than discounts. It’s a turning point in how we shop online.
Shoppers are no longer scrolling endlessly. Instead, they’re:
- Asking AI tools for the best recommendations
- Finding deals faster with chatbot assistants
- Comparing products with help from GenAI-powered summaries
The future of online shopping is smarter, faster, and more personalized—and Prime Day 2025 is proof of that.
TL;DR — Quick Summary
- $23.8B in online sales expected during Prime Day (July 8–11, 2025)
- Sales up 28.4% vs. last year
- 52.5% of sales will come from mobile devices
- Generative AI use is up 3,200%
- Shoppers are using AI for product tips, gift ideas, and deal-finding
- 92% say GenAI makes shopping better
- Apparel and school supplies are top-selling categories