How AI May Win Prime Days in 2025

When Amazon launched its Prime Days concept, it was a true novelty.  After all, who doesn’t want deals, especially those that come up unexpectedly?

This year, Amazon has expanded Prime Days to four full days (July 8th to 11th) and has already begun spending on pre-promotion awareness ads. Amazon spends approximately $20B on advertising annually, and experts believe that a significant portion of that spend is allocated for Prime Days.

But are consumers excited and impressed?

Especially in a year where war and economic uncertainty are top of mind for many consumers, we believe that enthusiasm is waning. Average spend is expected to drop from $300 to $242 this year, according to one report.

Brands that sell on Amazon have started promoting their deals too, with Prime-only bundles coupon codes, and “member-only” promotions.

Other brands, as well as those that don’t sell on Amazon, have a history of “jumping on the sale bandwagon” during the event. In other words, they know that consumers will be shopping, so they can make their deals and sales available during that time.

Many shoppers have become AI-savvy, and searching for the lowest prices is simpler and faster than ever.

In fact, Amazon offers tips to consumers on how to utilize AI to find exactly what they’re looking for over those four days.

• Interests
• Shopping Guides
• Hear the Highlights
• Rufus (a conversational shopping assistant)
• Amazon Lens (where people can search via images)

Electronics are a particularly popular category on Prime Days. To get consumers excited about the deals, Amazon is not only running ads but also announcing some specific items that will be on sale. Just as consumers line up at brick-and-mortar stores for Christmas bargains and hot products, true Prime fans are looking to see what they can score at a great price.

Amazon is offering tips to small business owners who sell on the platform. Of course, one of the options is to invest in advertising on Amazon to boost sales.

However, not all consumers are adding their picks to the Amazon cart.

• A whopping 54% of consumers choose to shop at Walmart during Prime Days, and the mega-brand has (coincidentally?) launched its own series of major shopping experiences and deals during that time.
• This year, TikTok is running its promotional deals on Prime Days. Their campaign includes creator-led content, in-app checkout, and livestream shopping.
• Target has its Circle Week from July 6th to 12th
• Best Buy’s Black Friday in July takes place July 7-13th

We’ll be especially interested in how AI and the balance between online and brick-and-mortar come into play this July.

And save the date in September when we gather at Street Fight LIVE! The line-up is its own kind of great deal …  register now with our PRIME Day Special! price, while it lasts.