firm Cordial.

U.S. shoppers spent $14.2 billion, up 11% year-over-year, during Amazon's July 2024 Prime Day event, according to Adobe Analytics. The e-commerce giant often faces competing sales events from Walmart, Target and, now, ByteDance's TikTok Shop, which are trying to lure shoppers into spending early on back-to-school and back-to-college merchandise including personal electronics, apparel and home goods.

The online retailer wants to entice younger shoppers to sign up for its subscription service Prime, by offering discounted memberships for people between the ages of 18 and 24 and other perks. Prime subscriptions typically cost $14.99 per month or $139 per year.