Prime day coming up in mid July
Around 70 percent of all online shoppers have said they plan to at least browse Amazon on Prime Day this year, while more than 75 percent of survey respondents with household annual income over $100,000 plan to ring up a purchase, according to Bizrate Insights.
While many rival retailers held back on promotions that would compete with Prime Day last year, Walmsley pointed out, there's no telling what big names like Wal-Mart and Target have up their sleeves this year to take on Amazon. For many shoppers, Prime Day has become the equivalent of e-commerce players' Black Friday. Some even prefer it to Cyber Monday.
"We're seeing a Prime Day bump for retailers other than Amazon," Radial's Stefan Weitz told CNBC in an interview. "Retailers are getting a bump from this artificial buying holiday."
A lot of customers will still cross-shop the "deals" in Prime Day offers, to ensure the price really is a good price, Weitz added. "This is an opportunity [for others] to win some business."
In 2015, Amazon announced its Prime Day date on July 6. In 2016, the announcement fell on the last day of June. Walmsley has suggested investors look for "attractive short-term opportunity" in the stock over the next few days, with an announcement looming.
Shares of Amazon's stock closed Tuesday at $976.78 apiece, having hit the $1,000 mark earlier this year. The stock has climbed more than 30 percent in 2017 and is up about 38 percent over the past 12 months.