Amazon is aiming to entice U.S. shoppers during its annual Prime Day shopping event by offering deeper discounts on a wide range of products and services, including travel deals for the first time. This year’s Prime Day, which takes place over 48 hours on July 11-12, features significant discounts on items such as Gap clothing, Sony headphones, and Peloton exercise bikes. Despite expectations of slower sales growth compared to previous years due to consumer caution, Bank of America projects that the event will generate $12 billion in gross merchandise value (GMV) for Amazon in the U.S., up 12% from last year.

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