- Amazon is expected to capture about 60% of US online spending during Prime Day, its highest share since 2019.
- Total US online spending during the event is projected to reach $26.3 billion, a 9% year-over-year increase.
- Rivals Walmart (WMT) and Target (TGT) are running competing sales, intensifying deal-hunting across platforms.
US online spending during Amazon’s Prime Day is expected to rise 9% to $26.3 billion, driven by demand for discounted back-to-school and household goods, according to Adobe Analytics data. The e-commerce giant is projected to capture about 60% of US online spending during the two-day event, its highest share since 2019, as consumers flock to the platform for deals on electronics, apparel, and home goods.
The surge comes as retailers including Walmart and Target are also running competing sales, intensifying deal-hunting across platforms. “Prime Day has become a mid-year shopping holiday that benefits the entire e-commerce ecosystem,” said an analyst at a major investment bank, who spoke on condition of anonymity because they were not authorized to discuss the data. The promotions are leveraging a stronger discounting environment around high-ticket items, with consumers using AI-assisted tools to find the best deals.
Prime Day’s impact extends beyond Amazon, boosting overall online spending in mid-July. The event has evolved from a two-day event to a multi-day, fourth-quarter-like shopping period, shaping back-to-school and home/grocery purchases. Adobe Analytics remains a key source for estimating the size and composition of online spend, including category mix and device trends.
Amazon did not respond to a request for comment on the projections.