Amazon Prime Day 2021: Discounts may not be as prime as you think

Amazon.com's two-day Prime Day event  is June 21-22 this year, with other major retailers like Walmart elbowing in on the action with their own sales. But the summer discounts offered by Amazon and its competitors may not match the kind of door-busting sales that are typically available before the holidays, market researchers say. 

The discounts offered to shoppers during the Prime Day event are typically below 10%, according to research from Adobe, which analyzed aggregate sales data at retailers including Amazon and its competitors from 2020's Prime Day. By comparison, the annual Cyber Monday weekend, which falls after Thanksgiving, typically offers discounts that are twice as deep, their analysis found.