How GenAI Is Shaping Online Shopping During Prime Day 2025
GenAI: The New Powerhouse Behind Prime Day Shopping
Amazon's Prime Day 2025 is not just about deep discounts—it's also a turning point for the use of generative AI (GenAI) in online shopping. According to a fresh report from Adobe, GenAI tools are set to play a much bigger role than ever before in driving online sales throughout this four-day sales event from July 8-11.
Prime Day's Massive Impact on U.S. E-Commerce
This year, Prime Day is expected to generate an astonishing $23.8 billion in online spending across U.S. retailers—a 28.4% increase from last year. To put this in perspective, Adobe predicts the event will be the equivalent of "two Black Fridays." With other e-commerce sites rolling out their own deals to compete with Amazon, shoppers have even more reasons to flock online.
Mobile Shopping and the Rise of GenAI Assistants
Mobile devices are set to account for more than half (52.5%) of all sales during Prime Day. But what's really making waves is the explosive growth in shoppers turning to GenAI for assistance. Adobe's analysis, based on over 1 trillion visits to U.S. retail websites, reveals that traffic from GenAI sources will surge by 3,200% compared to last year. While GenAI is still not as dominant as traditional channels like paid search or email, its rapid adoption is undeniable.
How Shoppers Use GenAI Tools
Adobe's recent survey of 5,000 U.S. consumers sheds light on how people are leveraging GenAI in their shopping journeys. Key uses include:
- Product research (55%)
- Personalized recommendations (47%)
- Finding deals (43%)
- Gift ideas (35%)
- Discovering unique products (35%)
- Creating shopping lists (33%)
Notably, 92% of those who used GenAI said it improved their purchase experience, and 87% are more likely to use AI for bigger or more complex purchases in the future.
Big Tech’s Bet on AI-Powered Shopping
The industry is moving fast to meet this shift in consumer behavior. Major players like Google and OpenAI have already integrated GenAI into their platforms. For instance, Google’s Gemini-enhanced product search and ChatGPT’s new shopping features are making it easier for users to get tailored recommendations and find deals quickly.
Prime Day Trends: Deals and Back-to-School Shopping
This year, consumers are particularly focused on discounts, with apparel leading the way in savings. Back-to-school shopping is also expected to drive significant sales volume during the event.
What It Means for Businesses
The surge in GenAI adoption signals a fundamental change in how shoppers discover and buy products online. Businesses that leverage AI-powered tools for personalized recommendations and streamlined experiences will be better positioned to capture consumer attention and sales—not just during Prime Day, but year-round.
