A report from Momentum Commerce alleges that Prime Day sales for 2025 are down 41% year-over-year - an Amazon spokesperson is now disputing the claim.

Online spending is expected to surge to $23.8 billion across U.S. retailers during a 96-hour Amazon Prime Day event this week, according to an Adobe Analytics forecast released on Monday, as shoppers seek strong discounts on back-to-school gear ranging from apparel to electronics.

The event, started in 2015 as a way to hook new Prime members, has pushed other retailers to launch counterprogramming.

There are plenty of great deals to snag during Prime Day, but some of the discounts are just marketing hype. Many overpriced items are simply discounted to their original price, which feels like a gimmick to convince you to spend your hard-earned money.

Discover Amazon Prime Day's evolution into a four-day event and its $23.8B sales forecast. Explore impacts on retail, stock trends, and market competition.