July 15 (Reuters) - Shoppers are likely to spend roughly

$14 billion during Amazon's ( AMZN ) Prime Day two-day shopping event

this week, according to projections from Adobe Analytics, a firm

that studies e-commerce transaction data.

Spending at Amazon ( AMZN ) on Tuesday and Wednesday could

rise 10.5% from Prime Day 2023, Adobe said.

The online retailer began holding Prime Day a decade ago,

typically in July. Prime Day accounts for 1% to 2% of Amazon's ( AMZN )

net global sales, according to CFRA Research.

Amazon ( AMZN ) started advertising pre-Prime Day deals in early July

on clothes, back-to-school gear, wellness products and

electronics, though it moved Prime Day back by five days on the

calendar this year.

Amazon ( AMZN ) said that Day 1 of its two-day Prime Day 2023 earned

its biggest sales day ever, although it doesn't disclose total

sales for Prime Day.

The $12.7 billion shoppers spent at Amazon ( AMZN ) last year during

Prime Day was 6.1% more than what they spent during the 2022

event, according to Adobe.

WHY IS IT IMPORTANT?

Amazon's ( AMZN ) Prime Day has turned July, an otherwise slow time

for retailers, into a season when shoppers look for bargains,

especially on back-to-school clothing, electronics, uniforms,

backpacks, dorm decorations and supplies.

Rivals Walmart ( WMT ) and Target ( TGT ) are also launching

July discounts and marketing events in a bid to beat Amazon ( AMZN ) at

its own game, and capture some of the $38.8 billion that the

National Retail Federation trade group projects Americans will

spend on back-to-school merchandise this summer.

Following years of high inflation, shoppers have delayed

purchases of non-essential goods and retailers are tempting

shoppers to break that habit with aggressive July discounting.

KEY QUOTES

"We are expecting really strong momentum for

back-to-school," said Vivek Pandya, Adobe's lead insights

analyst.

Shoppers are now more willing to spend and have started to

use Prime Day as a back-to-school shopping opportunity, he said.

BY THE NUMBERS

Shoppers could spend $7.1 billion at Amazon ( AMZN ) on Tuesday

alone, up 11.3% from a year earlier, Adobe said. Day 2 is

expected to bring $6.9 billion in online sales, up 9.2% from a

year earlier, it said.

Adobe expects Amazon ( AMZN ) to dangle discounts of 22% on

electronics, 20% on clothing, 17% on home goods and furniture

and 11% on sporting goods.

Adobe's projections are based on its analysis of data

measuring transactions from previous Prime Days.