Amazon Prime Day has become bigger and bolder since its 2015 inception. The shopping event has also taken on a life of its own, prompting other retailers to offer competing sales even if they never make mention of Prime Day specifically. According to RetailMeNot, the number of retailers offering Prime Day deals on its platform rose from 27 in 2016 to 119 in 2017, and 54% planned to hold sales during this year's event.

The share of consumers using mobile devices for retail purchases is lower in France and Germany than in several other nations in Western Europe. Yet together, the two countries will account for over $45 billion in mobile sales in 2018.