Amazon Prime Day fuels $26.4 B U.S. online spend as discounts linger

U.S. shoppers spent more than $26.4 billion during Amazon’s four‑day Prime Day (June 23‑26), a 9.3 % year‑over‑year increase, according to Adobe Analytics. Higher‑priced items such as electronics, toys, appliances and personal‑care products saw strong sales, helped by deep discounts and larger tax refunds that boosted disposable income. Average order value fell to $47.66 from $53.34, signaling that consumers are still price‑sensitive.

Even after the official end of the event, many deals remained active. Discounts continued on popular items such as the Oura Ring, Echo speakers, Kindle devices, Ember Artline frame TVs and various kitchen appliances, with several products reaching all‑time low prices on Amazon. Retail analysts note that the lingering promotions reflect both Amazon’s AI‑driven shopping tools and shoppers’ intent to stock up on essentials rather than make impulse purchases.

The event’s scale highlights the importance of Prime Day for U.S. e‑commerce, with retailers expecting to sustain deep discounts through the holiday season to maintain momentum.