 Prime Day starts tomorrow and Vivek Pandya, lead insights analyst at Adobe Analytics, says that Amazon's annual sales event comes at the perfect time. It's really indicative of consumers taking advantage of strong discounts, the price sensitivity that's out there. And then we have back to school coming up and Prime Day is serving as a great opportunity for them to get what they need for that. It's expected to drive around $14 billion worth of sales across several retailers.