This year’s Amazon’s Prime Day is the most unpredictable ever thanks to tariffs and AI

But some details, and a lot of external environment, have changed dramatically since then.

The Day Prime 2025 version is a four-day event that starts on Tuesday, July 8, an increase of two days in 2024, and with the name still suggests a mono daily relationship during the 2015 opening event.

Like many companies these days, independent Amazon sellers, who represent about 60 % of the Amazon sales, compete with the dilemma of how to deal with the ongoing chaos caused by the United States, and how or should not affect their main day strategies.

In conversations with luckThe sellers transferred two main strategies. Some will deduct as usual to pay the supreme lines sales that can increase cash flow and increase Amazon classifications. Others are planning to play safely amid a tariff and pressure of the margin, but they know that they are risking the loss of the growing sales volume and getting the legs.

Some sellers who store inventory early this year before increasing the expected tariff reduce prices as usual in the hope of making a batch of sales today, while others prefer to keep their low stocks and sell it at a full price for the bank more than a profit pillow before it can increase the costs of customs tariffs.

For Amazon customers, there is a new account as well. Some will think about whether the time is for the right time in deals-it may do some early shopping for the school-before the pressure of the future tariffs, which leads to inflated prices. president Trump said that most of the “mutual” definitions will enter into force in August instead of this month. It is the latest curved ball for us in the United States waiting, and contemplates, for a level of stability and prediction.

Other major customers may wait to search for deals or sit at the shopping event completely. For example, the company that manages Amazon sales of brands such as Crocs and Beats owned by Apple, said that the peak day sales decreased by 14 % on an annual basis in the first four hours against the same period last year, according to Bloomberg. Of course, it is possible that consumers’ request is more prevalent in the four days of peak time against the event that will continue last year.

Then there is an artificial intelligence equation. On the Amazon website and application, consumers can use the Amazon shopping assistant to compare the price of deals at the price of the product over the past thirty or 90 days. But Amazon does not seem to pay the assistant in a more aggressive way than usual. However, more people are looking for deals via Chatbots of artificial intelligence and assistants such as ChatGPT and Perplexity. Adobe said that he expects to increase traffic on the Internet from the sources of artificial intelligence by more than 3000 % year on an annual basis on this main day.

In general, Adobe still expects sales online to increase Amazon and beyond – where senior retailers make online discount offers in the same week as Prime Day – will increase more than 28 % over last year during the same time frame on July 11. This is a noticeable sales stumbling block for the American e -commerce industry, which usually grows less than 10 %.

But with a lot of uncertainty on the brands of consumers and the elimination of consumers at the present time, Prime Day 2025 looks like a more unpredictable day.