The first day of Amazon is expected to reach $ 1.2 billion more than last year, according to an analyst

• Amazon will have $ 3.6 billion in revenue for this Prime Day, estimates badyst Daniel Ives.
• That's $ 2.4 billion a year ago, thanks to 12 extra hours of discount and promotion from Amazon.
• Stocks hit a record high of $ US1,827 on Monday morning
• Follow the stock price of Amazon in real time here.

Amazon is expected to make $ 3.6 billion in sales This first day – a total of $ 1.2 billion more than last year, predicts an badyst.

Daniel Ives, head of technology research at market badysis company GBH Insights, says the rise is due in part to the sale lasts 36 hours this year, compared with 24 previously – and also by the fact that Amazon has pushed discounts, especially on Alexa products.

"This year, discounts, type of inventory and marketing," Ives said in an interview. "When we think about Alexa, smart speakers and smart home products, it's more and more essentially for the consumer.The discounts on Echo and other Alexa products today are really only the tip of the iceberg. "

Ives estimates that Alexa – Amazon's name for the digital voice badistant that powers products like its Echo smart speaker – represents a US $ 1 billion opportunity the next three years. Many of these devices are on sale at half price, while Prime Day begins to be launched at 15 hours. Monday.

As a whole, the Prime Offer is one of the fastest growing segments for Amazon's retail business. In April, Amazon said that Prime had more than 100 million subscribers – the first time that a number was published for the program – up from the "tens of millions" previously disclosed previously. Ives estimates that subscriptions increase by 30% to 40% per year.

"The most important part of Prime Day is to drive the Amazon brand and expand its competitive moat," said Ives, who has a goal of $ 2,000 US for the company's stock. "If you look at membership in the last few years, it has increased significantly more than expectations .It's just another ingredient in this recipe for success."

Amazon has gained 54% since the beginning of the year, hitting a record high of $ US1.7.21 on Monday morning.

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