Amazon's 12th annual Prime Day is forecast to drive $26.3 billion in U.S. online spending, according to Adobe Digital Insights, making it one of the largest shopping events in company history. Discounts across categories — from storage products to laptops at 45% off — are designed to pull consumer spending onto Amazon's platform during a period of broader retail pressure. Meanwhile, institutional investors accumulated 253 million additional Amazon shares over the past 12 months, and the company separately committed $13 billion in fresh investment to AI and cloud infrastructure in India.
A strong Prime Day print directly lifts Amazon's top-line revenue for Q3 and boosts high-margin advertising and third-party seller fee income simultaneously. The $13 billion India AI and cloud commitment signals AWS is in an aggressive global expansion phase, which supports the higher-multiple valuation the stock currently carries. Institutional accumulation of 253 million shares over 12 months confirms large money is positioning for both the near-term commerce catalyst and the longer-term cloud and AI story.
Mid-July: Prime Day final sales figures and Amazon press release confirming GMV outcome. Late July (~Jul 31): Amazon Q2 2025 earnings report — first quarter to partially reflect Prime Day and India capex guidance. Next CPI report (~mid-Jul): signals whether consumer spending environment supports the $26.3B forecast.
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