A record $23.8 billion in sales is expected to be spent by consumers for Amazon Prime Days, Adobe said in a forecast released on July 7. That's a 28.4% increase year over year and $9.6 billion more than the comparable period last year. Last year, shoppers spent $14.2 billion during the two-day Amazon Prime event, according to Adobe.

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Amazon.com Inc.’s Prime Day is slamming into President Donald Trump’s trade war, with ever-shifting tariffs prompting some brands to sit out the summer sale and some shoppers dropping hints they plan to pull back.

It’s Amazon’s first major Prime sales event since President Trump unveiled hefty tariffs on many nations in April.

Amazon extends Prime Day to four days and moves it up a week to get in front of tariffs. Walmart and Target plan competing sales events to capitalize on consumer worries.

Small businesses are concerned about the pause on Chinese tariffs ending in August, which may have an impact on holiday inventory and potentially increase prices.