Like every year, one of the biggest discount events, such as Amazon Prime Day, will be taking place at the end of this month in at least 26 countries around the world, and it is expected that during these three days of promotion and unmissable offers, spending by American consumers will exceed $26.3 billion, according to a recent analysis by Adobe.

Prime Day will begin this Tuesday, June 23, and will run until Friday, June 26, in which consumers will be able to enjoy a wide range of products and basic items, from clothing, footwear, to home appliances and electronics, and a perfect opportunity to buy school supplies and thus save a few dollars after going back to school.

However, this year the resilience of American consumers will also be measured, who currently face inflation of 4.2% and economic pressures derived from the war with Iran, added to the extra costs on their bills due to the increase in tariff rates.

In this regard, William Stern, CEO of Cardiff, a US-based small business lending company, said that "this year, Prime Day will not be about buying large televisions or entertainment items. It is about buying discounted toilet paper and garbage bags. Families are waiting for these discounts just to buy everyday essentials because their bank accounts are empty," he said.

However, in a recent analysis published by Adobe Analytics, it is expected that spending will even exceed Cyber ​​Monday and Black Friday in 2025 combined; In addition, it estimates that the greatest sales will be made in school supplies, clothing, tools and appliances (23%), electronic equipment (23%) and toys (19%).

While Bank of America predicts that this year's Prime Day will reach the spending of $21.6 billion in sales, which represents an increase of 5% compared to 2025.

For his part, Sky Canaves, an analyst at eMarketer, points out that this Amazon Prime Day will account for more than 60% of sales, since, unlike retailers like Walmart and Target, which compete for the same customer and are not getting consumers to spend more, this year people will lean towards stores that have more affordable prices.