Prime Day Moved Up a Month — and AI Just Changed How Shoppers Find the Deals

Prime Day moved up a month this year, but the bigger shift is in how shoppers find the deals once they go live. On Prime Day 2025, Amazon's traffic from AI shopping assistants jumped 3,300%, and a third of shoppers planned to use ChatGPT to navigate the event. With most consumers now researching purchases with AI at every stage of the decision, product discovery has moved to the answer engines — and brands whose data isn't built for AI are invisible by default. Here's what's changing and how to be the product AI recommends.