If you’re shopping online during this year’s Amazon Prime Day, there’s a good chance AI is quietly helping you find the right deals. Adobe has released a new report forecasting that this year’s Prime Day, running from July 8 to 11, will bring in US$23.8 billion in online spending across U.S. e-commerce platforms. That’s a significant rise—28.4% higher than the same period last year.
Amazon’s four-day shopping event is joined by other major retailers offering competing discounts. As you browse the sales, generative AI is playing a bigger role than ever before. AI tools are helping people discover products, compare prices, and make informed decisions, making the entire shopping experience faster and more personalised.
Adobe tracks online commerce closely, analysing more than 1 trillion visits to U.S. retail websites and over 100 million products across 18 categories. Based on this data, the company says Prime Day 2025 could feel like two Black Fridays rolled into one. Mobile shopping is expected to account for over 52.5% of total sales, underscoring the crucial role smartphones play in the buying process. But this year, it’s the rise of GenAI that’s making headlines.
Traffic from AI tools is rising fast
Adobe predicts that online traffic from GenAI tools will jump by a staggering 3,200% compared to last year’s Prime Day. While it’s still not the largest source of online shopping traffic, traditional tools like paid search and email continue to lead—it’s a sign that more people are becoming comfortable incorporating AI into their buying decisions.
The shift began during the 2024 holiday season. Between November 1 and December 31, Adobe observed a 1,300% increase in traffic from AI-powered chatbots and browsers. Since then, the use of GenAI in shopping has continued to grow stronger.
AI-powered features are being integrated across different platforms. Google now includes its Gemini AI in search to help you find products more easily. OpenAI has also added shopping features to ChatGPT, providing tailored suggestions that streamline the shopping process and make it faster. Instead of searching manually, you can now ask your AI assistant to recommend gifts, suggest top-rated items, or even help you find the lowest prices—all with just a few words.
Shoppers say AI makes buying easier and better
Adobe also surveyed 5,000 U.S. consumers to understand how people are using GenAI in shopping. More than half of those surveyed reported using AI to research products, nearly half used it to obtain recommendations, and many also relied on it to find deals or gather gift ideas. A large portion of shoppers even used GenAI to compile their shopping lists or to find unique and hard-to-find items.
The feedback from shoppers is overwhelmingly positive. Of those who used GenAI, 92% reported that it improved their experience, and 87% stated they would be more likely to turn to AI for larger or more complex purchases in the future. It’s clear that AI is no longer just a novelty—it’s becoming a key part of how people shop online.
This year, many shoppers will be focused on getting the best discounts, with apparel expected to see the biggest price drops. Back-to-school shopping is also expected to be a major driver of sales. Whether you’re hunting for school supplies or looking for your next wardrobe addition, there’s a good chance GenAI will be quietly helping you along the way.
