Generative AI is becoming a powerful new tool in online shopping, with a 3,200% year-over-year increase in traffic from AI-driven sources during Amazon’s Prime Day sale, according to a new report from Adobe.
Amazon’s annual shopping event, which ran this year from July 8 to 11, is expected to generate $23.8 billion in U.S. online spending—a 28.4% increase from last year. Adobe describes the four-day period as being equivalent to “two Black Fridays” in terms of e-commerce activity.
The data, based on over 1 trillion visits to U.S. retail websites and 100 million SKUs across 18 categories, also reveals that mobile devices accounted for 52.5% of sales. However, the most notable growth came from the use of generative AI tools like chatbots and smart browsers, which are increasingly assisting consumers in making purchasing decisions.
While still smaller than traditional channels like email and paid search, AI’s influence is rapidly expanding. Adobe first noticed a significant uptick during the 2024 holiday season, when AI-driven traffic rose 1,300% year-over-year between November and December.
A recent Adobe survey of 5,000 U.S. consumers found:
- 55% used GenAI for product research
- 47% for recommendations
- 43% for finding deals
- 35% for gift ideas and unique products
- 33% for creating shopping lists
Of those who used GenAI, 92% said it improved their shopping experience, and 87% said they are more likely to use AI for bigger or more complex purchases in the future.
Tech companies are responding to this trend. Google has integrated Gemini AI into its product search, and OpenAI has launched shopping tools within ChatGPT to help users find and compare products more easily.
Adobe forecasts that apparel will see the biggest discounts this Prime Day, while back-to-school shopping needs will also contribute to the boost in sales.
