According to Adobe, U.S. shoppers spent $14.2 billion online during Amazon's 48-hour Prime Day sale, up 11% from last year and in line with expectations.
During Amazon's annual summer sale, consumers took advantage of deep discounts to upgrade their electronics, clothing and small appliances, according to Adobe, which tracks online spending at retailers across the U.S.
“It's clear that the Prime Day event has galvanized sales across these key categories, offering enough discounts to motivate consumers to hit the buy button and upgrade items in their home,” Adobe analyst Vivek Pandya said.
Adobe is tracking total online spending during Prime Day as rival retailers run their own sales and shoppers compare deals across multiple sites. Amazon said its flagship sale set a new record for the number of products sold, but did not provide specific sales data.
The average household spent about $152 on Amazon on Prime Day, down slightly from last year, according to market research firm Numerator, which tracked spending among 35,588 households. Top-selling items included protein shakes, Amazon's Fire TV Stick streaming device, and Glad-branded trash bags, according to Numerator.
EMarketer projects that U.S. shoppers will spend $8.2 billion on Amazon during Prime Day, up 5.5 percent from last year. Amazon will account for about 60 percent of all online spending on Prime Day, compared with 40 percent on normal days, making it difficult to scale, according to industry research firm eMarketer.
Amazon launched Prime Day in 2015 to attract new members who pay $139 a year for perks like shipping discounts and video streaming. The event helps Amazon lock in shoppers before the holidays and deepen relationships with existing customers by offering special deals on Amazon gadgets and other products. About 180 million U.S. Amazon shoppers were Prime members as of March, up 8% from a year ago, according to market research firm Consumer Intelligence Research Partners.
By Spencer Soper
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Amazon Prime Day sales expected to hit record high of $14 billion
Adobe Analytics predicts that spending on Amazon on Tuesday and Wednesday could be 10.5% higher than on Prime Day in 2023.
