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 event, started in 2015 as a way to hook new Prime members, has pushed other retailers to launch counterprogramming.

Adobe Analytics predicted Amazon consumers would spend $23.8 billion throughout the four-day event, $9.6 billion more than last year’s event, according to Forbes.