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This year’s expanded Prime Day event garnered $24.1 billion, making it the biggest ever.
Online sales in the US during the shopping event, which ran on Amazon from July 8 to 11 and drove discounts at other retailers, rose 30% year on year, according to data Adobe released Monday. It also more than doubled last year’s Black Friday online revenue of $10.8 billion. This year’s Prime Day was four days versus two in 2024, likely leading to increased revenue.
The Prime Day event boosted back-to-school shopping, a category that saw a 175% jump, as consumers took advantage of deals in advance of the upcoming academic year.
The period also saw the share of pricier goods advance across the board relative to the average levels for the year to date. For appliances, the share of the most expensive products grew 36%, in furniture, 28%, and for apparel — including jewelry and accessories — the share gained 11%.
“Consumers gravitated towards pricier goods: Strong discounts during the Prime Day event drove many shoppers to ‘trade up’ to higher-ticket items,” it said. “Across all categories tracked by Adobe, the share of the most expensive goods increased by 20%.”
Shoppers are increasingly taking advantage of Buy Now Pay Later (BNPL) services, accounting for 8% of online sales orders compared to 7% last year. Shoppers most often used the service for purchases in categories such as apparel, electronics, home goods, and health and beauty.
Image: An Amazon Prime truck. (Shutterstock)
