U.S. consumers spent $7.9 billion at online stores on Tuesday, a 9.9% increase from the comparable day last year.

The first four-day-long Prime Day sale, is expected to generate as much spending as two Black Fridays, Adobe reports today, with AI tools and influencers driving growth.

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