Amazon’s Prime Day is Next Week. Here’s What You Need To Know.

Amazon’s ( AMZN ) Prime Day is set to take place Tuesday and Wednesday , with estimates suggesting this year’s sales event could be Amazon’s biggest ever, after last year’s event produced the largest single-day sales performance in the company’s history on the first day.

Prime Day typically has a limited impact on Amazon’s stock price , which has gained nearly 30% so far this year.

Still, the event has proven popular with shoppers, driving billions of dollars in sales. Amazon’s site is prominently advertising how many days remain, and a range of publishers have already published guides for consumers: Just a few include tips for possible buyers of televisions, beauty products, gamer gear and more.

New AI Tools Could Boost Sales

New shopping tools powered by artificial intelligence (AI) could serve to boost sales, according to JPMorgan analysts.

The analysts highlighted how Amazon’s efforts in AI could help guide better recommendations to customers with greater personalization. Amazon announced Friday that its AI-powered shopping assistant “Rufus” is available to all U.S. customers.

A revamped distribution model could also help the company meet demand, the analysts said, as “regionalization has driven significant operational improvements and positions Amazon to better handle the elevated demand of Prime Day while also rationalizing inventory levels ahead of the busy 2H shopping period.”

Rivals Compete for Sales With Their Own Events

As Prime Day approaches, a number of Amazon’s competitors have announced their own summer events, vying for sales.

Target ( TGT ) and Walmart ( WMT ) each had sales events run in the week leading up to Prime Day. And department-store chain Macys ( M ) recently announced plans to launch an “All-Star Week” running from July 16 through July 23, with thousands of discounts planned.