\n<\/p>\n
Amazon\u2019s Prime Day, which leads to an overall boost to U.S. e-commerce thanks to competitive sales, saw a significant increase in retail traffic driven by generative AI products, including chatbots and browsers. According to a post-Prime Day analysis by Adobe Analytics, gen AI traffic to U.S. retail sites increased by 3,300% year-over-year \u2014 which was more than the firm had originally forecast<\/a>. <\/p>\n Adobe\u2019s e-commerce division provided an analysis of the U.S. retail landscape encompassing over 1 trillion visits to U.S. retail websites, including 100 million SKUs across 18 product categories. During the Amazon Prime Day event (July 8-11), U.S. retailers saw $24.1 billion in online spend, representing 30.3% year-over-year growth, or the equivalent of two Black Fridays. (Black Friday 2024 saw $10.8 billion in online spend, which was then a new benchmark for the holiday shopping event.) <\/p>\n The actual results from the firm\u2019s Prime Day analysis came in slightly higher than its estimates, which predicted<\/a> $23.8 billion would be spent with U.S. e-commerce retailers over the four-day period, representing 28.4% year-over-year growth.<\/p>\n As a result, the figures for the use of gen AI driving online shopping were higher as well, indicating increased consumer interest in using generative AI-powered chat services and browsers as online shopping assistants. However, this AI-driven traffic still remains much smaller than other channels like email or paid search, Adobe noted. <\/p>\n Paid search, for example, accounted for a 28.5% share of U.S. e-commerce sales during the Prime Day event, up 5.6% year-over-year.<\/p>\n Another growing channel for driving retail clicks this year involved social media influencers, who drove 19.9% of U.S. online retail sales during the event. That figure was up 15% year-over-year, and data indicated that influencers converted shoppers into making purchases 10 times more effectively than social media overall.<\/p>\n Amazon didn\u2019t share specific Prime Day figures<\/a>, only saying that it was the biggest event ever with record sales and more items sold than before. However, the company also expanded Prime Day to a four-day event this year, making comparisons to prior years difficult. <\/p>\n