Prime Day shopping events to entice cautious consumers and play defense against stiffer competition from the likes of Walmart Inc., Target Corp. and TikTok, who have launched their own discount days in response.

The first four-day-long Prime Day sale, is expected to generate as much spending as two Black Fridays, Adobe reports today, with AI tools and influencers driving growth.

Apple is famously strict about discounts, and it rarely offers price drops even on the most affordable products. If you have to buy an AirTag, you’ll usually pay $29 each on Apple’s website.