If you haven't heard, Amazon Prime Day kicks off today.

What might sales impact look like this year?

Our Courtney Reagan has more on that.

Hey, Court.

Hi, Carl. So Amazon shares are up slightly today.

And on average, Amazon stock price falls

with two-tenths of a percent during the prime day

event but then regains at the day after so we'll see if this year's follows historical trend.

Insider Intelligence does estimate that Amazon's prime day sales will increase 10% over last year

totaling more than $8 billion in the US.

That's about three times more than five years ago. Worldwide, Amazon sales

could be nearly $13 billion for the event.

And like previous years, retailers like Target and Walmart,

they're offering competing sales on or around Amazon's prime event.

It does prove to draw some incremental sales for others.

Adobe Forecast the two-day Prime event will drive more than 13 billion dollars of

total U.S. online spend. That's 9.5% more than last year. And while Amazon CEO Andy Jassie

told C. M. C. John Fort last week that Prime Day is a driver for new Prime member sign-ups,

Consumer Intelligence Research Partners are among those that think

Amazon's U.S. Prime membership is probably at or near saturation.

Estimating 167 million Americans are Prime members. That's down slightly from 170 million a year ago.

It's troubling with kind of the high inflation with the high interest rate environments, and I think

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