Growing numbers of price conscious shoppers will use AI tools to research products, compare prices and find deals during Amazon Prime Day this year, according to new research from Product Experience (PX) leader, Akeneo.

Its PX Pulse poll of over 1,000 global shoppers showed that 43% of consumers plan to use AI tools, such as ChatGPT or Google Gemini, to bag the best bargains across Prime Day.

With ongoing economic uncertainty continuing to dampen consumer confidence, three quarters (74%) say the economic climate is impacting how they shop. This is prompting many to cut back, prioritise lower-cost essentials or wait for deeper discounts.

As a result, shoppers are behaving more strategically as they seek the best value online to make their disposable spending budgets work harder.

AI discovery and price comparison is helping fuel these savvy shopping behaviours, as consumers look for faster and more efficient ways to identify deals and compare products ahead of major shopping events.

“Consumers aren’t shopping on instinct alone. They’re comparing products across channels, validating purchases and using AI to make smarter buying decisions,” said Romain Fouache, CEO of Akeneo.

62% plan to compare prices across retailers before making a purchase across Prime Day, with just 9% trusting deals without verifying them. More than half (55%) intend to shop across multiple retailers, rather than relying exclusively on Amazon, for Prime Day purchases.

“As AI becomes more integrated into the shopping experience, consumers still expect accuracy, transparency and trust before making a purchase,” Fouache continued. “Whether shoppers discover products through AI tools, retailer websites or search engines, the quality of product information will continue to shape how confident consumers feel when buying.”