This summer, like every year, the e-commerce giant, Amazon, is holding its long-awaited Prime Day, during which for a week consumers will have the option to buy items from various brands on sale.

This This year, Amazon's discount celebration will take place between July 8 and 11; however, unlike previous years, consumers have been more cautious with their discretionary spending due to the many economic adjustments that have been implemented.

Some of these changes that keep both companies and the general consumer in uncertainty are the high tariffs implemented by the Executive branch on its main trading partners such as China, Mexico, and Canada.

In this regard, Vipin Porwal, founder and CEO of Smarty, said in a press release that Prime Day in July this year represents a perfect combination of seasonal shopping and economic anxiety. "Consumers are taking advantage of the discounts not only to cover immediate needs, but also as protection against potential future price increases in categories affected by tariffs," he said.

Indeed, faced with what is expected to be a price increase for consumers in the future, many are rushing to advance their purchases in order to not see the additional costs of imports reflected later in their consumption bills.

Prime Day will be an early indicator of consumer astuteness in taking advantage of major sales events as opportunities to make strategic purchases before expected price changes, Porwal mentioned.

As every year, an estimate is made of the sales figure that will be obtained during Prime Day, and for the discount party in 2025, it is estimated that consumers will spend a record figure of $ 23.8 billion dollars, according to analysis by Adobe, this would represent an increase of 28% compared to last year, when spending was $14.2 billion.