Business Insider Intelligence research analyst Daniel Keyes, eMarketer principal analyst Andrew Lipsman and senior forecasting analyst at Insider Intelligence Cindy Liu discuss how a staggered back-to-school shopping season is changing consumer spending and advertising. They then talk about why Walmart has teamed up with Microsoft to bid for TikTok, and what Walmart's membership program launch means for Amazon Prime.

While JCPenney saw some solid ecommerce gains pre-pandemic, it has struggled to keep that momentum going in the months that followed. The retailer’s market share not only fell significantly—and remained down—as its advances were dwarfed by competitors who proved to be more adept at ecommerce, but the company also filed for Chapter 11 bankruptcy mid-May, along with plans to close roughly a third of its 846 stores within the next two years.

Back-to-school shopping may look a little different this year because of the pandemic—but only slightly.

This will result in a different focus, de-emphasizing products for summer and back-to-school and making the event an early lead-in to the holiday season. How much will Prime Day 2020 generate in ecommerce sales? We forecast that it will generate $9.91 billion in worldwide sales for Amazon, up 43% from last year’s event. What are the top drivers of Prime membership?

This follow-up to our Amazon Prime Day 2019 preview report analyzes the post-event results for Amazon and other retailers, and its implications for back-to-school season and beyond.

Amazon Prime Day has emerged as a massive midsummer shopping event that drives incremental shopping at Amazon and competing retailers while serving as the unofficial lead-in to the back-to-school shopping season.