Artificial intelligence is poised to play its most significant role yet in online shopping during Amazon’s annual Prime Day event, according to a new report from Adobe. The popular shopping extravaganza, which kicked off on Tuesday and runs through July 11, is projected to drive a staggering $23.8 billion in online spending across U.S. e-commerce platforms as competing retailers also launch parallel promotions.

Prime Day 2025: Bigger Than Ever

Adobe’s data, derived from over 1 trillion visits to U.S. retail websites and tracking more than 100 million SKUs across 18 categories, reveals the expanding scale of Prime Day. The company forecasts that this year’s sales event will be equivalent to two Black Fridays, reflecting a 28.4% year-over-year increase and an additional $9.6 billion in spending compared to the same period in 2024.

Mobile Sales Continue to Dominate

As in previous years, mobile shopping continued to play a significant role, with 52.5% of all purchases expected to come from smartphones. This trend highlights consumers’ growing comfort with mobile commerce and the increasing optimization of mobile shopping experiences.

AI Emerges as a Shopping Powerhouse

What’s new this year is the unprecedented rise of Generative AI (GenAI) in online shopping. Adobe reports that traffic from GenAI-powered sources is expected to increase by 3,200% year-over-year during Prime Day 2025. While still a smaller traffic source compared to paid search or email, its exponential growth suggests a major shift in consumer behavior.

The Rise of GenAI in Retail

The GenAI boom began during the 2024 holiday season when Adobe recorded a 1,300% surge in traffic from AI-driven platforms. Now, tools like ChatGPT’s shopping assistant and Google’s Gemini-enhanced search are being integrated into retail journeys to help customers explore products, compare prices, and make decisions.

What Shoppers are Using GenAI For?

A recent Adobe survey of 5,000 U.S. consumers sheds light on how AI is influencing buyer behavior.

• 55% use AI for product research
• 47% for personalized recommendations
• 43% to discover deals
• 35% for gift ideas or unique items
• 33% to generate shopping lists

Remarkably, 92% of respondents reported that GenAI enhanced their shopping experience, while 87% noted that they are more likely to use AI tools for more complex or high-value purchases.

Biggest Deals and Focus Areas

This year’s biggest Prime Day discounts are expected in apparel, driven by seasonal promotions and back-to-school shopping demand. Adobe also notes that cost savings remain a top priority for consumers in 2025.

The Future of AI-Driven Commerce

As AI continues to integrate itself into the online shopping landscape, Prime Day 2025 may mark a turning point. From AI-powered personalization to full-fledged shopping assistants, Generative AI is no longer just a novelty, it’s fast becoming a critical retail tool.