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.

Amazon Prime Day 2025 takes place between July 8 and July 11, but thousands of deals are already available for shopping. This year, the available TV deals include many brand-new 2025 models that recently hit the shelves.

The first four-day-long Prime Day sale, is expected to generate as much spending as two Black Fridays, Adobe reports today, with AI tools and influencers driving growth.