A record $23.8 billion in sales is expected to be spent by consumers for Amazon Prime Days, Adobe said in a forecast released on July 7. That's a 28.4% increase year over year and $9.6 billion more than the comparable period last year. Last year, shoppers spent $14.2 billion during the two-day Amazon Prime event, according to Adobe.

Amazon employees load packages on carts before being put on to trucks for distribution for Amazon’s annual Prime Day event at an Amazon’s DAX7 delivery station, July 16, 2024, in South Gate, California [Photo: Richard Vogel, File/AP Photo]

Amazon is extending its annual Prime Day sales and offering new membership perks to Generation Z shoppers amid tariff-related price worries and possibly some consumer boredom with an event marking its 11th year.