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Consumers plan to use AI to help them get the best possible deals during Amazon’s biggest annual Prime member sale this June.
According to a survey conducted by digital marketing firm Tinuiti, 76 and 72 percent of Gen Z and millennial shoppers, respectively, said they will use platforms like OpenAI’s ChatGPT, Google’s Gemini and Amazon’s Rufus to optimize their Prime Day experience. Millennials have a larger share of AI power users with 15 percent saying they would use all three platforms.
While AI adoption formed only a small part of the study, this reflects a rapidly changing consumer market as AI becomes the next logical step for a shopping experience that has become largely digital.
Tiniuiti surveyed 1,000 U.S. Amazon Prime members to gauge consumer interest and expectations ahead of Prime Day, which will be held a month earlier than usual. Amazon has not announced the specific dates for this year’s Prime Day. It is also not clear yet if Amazon would continue holding a 4-day sale, which it started last year, or go back to its 2-day sales like before.
More shoppers will shop on Prime Day this year (88 percent) compared to last year (81 percent), Tinuiti said, despite more than half of the respondents saying they expect to feel the weight of higher retail prices.
These purchases vary from essentials (49 percent) and impulse buys (40 percent) to travel goods (21 percent) and back to school products (17 percent).
The study also surveyed the ideal discount price for shoppers, with 33 percent of them saying a deal needs to be at least 30 percent off to consider it a “good deal.”
Nevertheless, fashion is still top of mind for inflation-weary customers. More than half of the surveyed shoppers said they will buy clothing, apparel and accessories during the event—much more than those who said will buy food (28 percent) or books (24 percent).