BoA analysts suggest the longer shopping event reflects improvements in Amazon's robotics, AI, and inventory placement efforts. The company has been growing its suite of AI-powered shopping tools, including Alexa+ savings trackers, personalized deal notifications, and virtual assistant Rufus.

Amazon has charged an annual fee of $139 for its Prime membership in the U.S. since 2022. Before that, it cost $119 a year. Setting a higher price for it next year would be “consistent with its cadence of raising the price every ~4 years,” the J.P.Morgan research note said.