09:01 AM EDT, 07/07/2025 (MT Newswires) -- Amazon.com's ( AMZN ) Prime Day sales this week are anticipated to rise 28.4% year over year to hit $23.8 billion across US retailers, according to Adobe Analytics, Reuters reported Monday.

Amazon ( AMZN ) extended the event to 96 hours from July 8 to 11 this year, up from 48 hours in the previous years, with consumers expected to use generative AI to find deals, the report said.

"This is equivalent to two Black Fridays," Adobe said, according to Reuters.

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