Breaking Records: $24.1 Billion in Online Sales Recorded during Amazon’s Prime Day Event

In an effort to provide consumers with additional time to secure discounts, Amazon extended its Prime Day sale from two days to four this year, with early indications suggesting that the expansion has proven successful. According to a study conducted by Adobe Analytics, US consumers spent $24.1 billion shopping online during the Prime Day period (July 8-11), setting a new benchmark for summer online spending and surpassing last year’s figures by 30.3%. This amount also exceeded the combined sales of the two Black Fridays in 2021 by more than double.

The study found that some of the most popular product categories included appliances, office supplies, electronics, and books, with the Apple AirPods Pro 2 among the top-selling items. The increased spending was largely attributable to attractive discounts offered by Amazon as well as other retail competitors, and was further fueled by back-to-school shopping. Daily spending on school supplies, such as backpacks and calculators, surged 175% compared to June 2025, while spending on dorm essentials, including microwaves, mini fridges, and bedroom linens, increased by 84%.

Notably, a significant proportion of transactions during the sale window were completed via mobile devices. A total of 53.2% of all sales, amounting to $12.8 billion, were processed through mobile apps. The use of AI chatbots and browsers to find deals also saw a substantial increase, with traffic to US retail sites from generative AI tools rising by an impressive 3,300%.

Another key factor in consumers’ ability to find deals was the influence of social media personalities. According to Adobe’s data, the number of shoppers influenced by influencers was 10 times higher than the overall social media average. Affiliates and partners, which include influencers and media publishing giants, contributed to 19.9% of overall sales.

Doug Herrington, CEO of Amazon Worldwide Stores, expressed his satisfaction with the record savings experienced by customers during the sale, stating that it represented the company’s “biggest Prime Day yet.”