Shoppers are projected to spend approximately $14 billion during Amazon’s Prime Day, a two-day event this week, according to Adobe Analytics. This reflects a 10.5% increase in spending compared to Prime Day 2023.

Amazon initiated Prime Day a decade ago, typically in July, and it now accounts for 1% to 2% of the company’s net global sales. Recently, Amazon has been promoting pre-Prime Day deals on various products, including clothing, electronics, and wellness items. The event was strategically moved back by five days on the calendar this year.

In 2023, Prime Day sales hit a record high on the first day, although Amazon has not disclosed total sales figures. Last year, Amazon raked in $12.7 billion during Prime Day, a 6.1% increase from 2022. As shoppers hunt for bargains, particularly on back-to-school necessities, Prime Day has turned July, traditionally a slow retail month, into a shopping frenzy.

Competitors like Walmart and Target are also jumping on the bandwagon, offering their own discounts to capture some of the $38.8 billion projected by the National Retail Federation to be spent on back-to-school items. Adobe forecasts that Amazon might see $7.1 billion in sales on Tuesday alone, an 11.3% increase from last year, with Day 2 expected to generate $6.9 billion, up by 9.2%.

Discounts are anticipated to be 22% on electronics, 20% on clothing, 17% on home goods, and 11% on sporting goods. These projections are based on Adobe’s analysis of previous Prime Day transaction data. Shoppers are increasingly using Prime Day to stock up on back-to-school supplies, driven by aggressive markdowns and strong sales momentum.

This showcases Amazon’s ability to turn a typically slow season into a major commercial event, influencing buying behaviors and setting new sales records.