Independent businesses that sell goods through Amazon account for more than 60% of the company’s retail sales. Some third-party sellers are expected to sit out Prime Day and not offer discounts to preserve their profit margins during the ongoing tariff uncertainty, analysts said.

A record $23.8 billion in sales is expected to be spent by consumers for Amazon Prime Days, Adobe said in a forecast released on July 7. That's a 28.4% increase year over year and $9.6 billion more than the comparable period last year. Last year, shoppers spent $14.2 billion during the two-day Amazon Prime event, according to Adobe.

These are our picks of the best Amazon Prime Day star projector deals as the annual sales event kicks off on July 8.