Adobe Digital Insights' Vivek Pandya breaks down Amazon's (AMZN) October Prime Day, which generated $9.86 billion in online sales, up 8.5% from last year. Consumers are responding strongly to promotions, spending on everything from everyday essentials to higher-priced electronics, while social media and influencers are playing a bigger role in driving purchases. Pandya expects discounts to deepen from about 20% during Prime Day to roughly 30% during Cyber Week, setting up more holiday spending.