11:11 AM EDT, 07/01/2025 (MT Newswires) -- Amazon.com's ( AMZN ) emphasis on artificial intelligence as a tool to find savings during Prime Day this year will enhance retail transparency and support the lowest cost structures, BofA Securities said in a Tuesday note.

The e-commerce giant's 96-hour Prime Day will start July 8, where US clients can ask AI-powered Alexa+ to identify savings on products, receive notifications when a product drops in price, and get tailored deal recommendations, analyst Justin Post said.

Additionally, users can utilize tools like Interests to get AI product recommendations, while the company's Rufus shopping assistant can answer queries related to Prime Day, Post said.

This year's Prime Day is expected to generate about $21.4 billion in gross merchandise value for Amazon ( AMZN ), up 60% from a year earlier, the analyst said.

Despite tariff threats, Amazon ( AMZN ) has no inventory shortage and has greater retail logistics capacity for promotions, according to Post.

BofA Securities maintained a buy rating and $248 price target on Amazon's ( AMZN ) stock.

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