Amazon Prime Day US sales top $26 billion as shoppers curb spending

Amazon's Prime Day generated more than $26.4 billion in U.S. online sales from June 23‑26, a 9.3% increase over the previous year. Shoppers focused on discounted electronics, appliances, toys and everyday essentials, with many placing multiple smaller orders.

Average order value fell to $47.66, down from $53.34 a year earlier, and average household spend during the event slipped to $143, an 8.3% decline. Analysts attribute the cautious buying pattern to inflation‑pressure, larger tax refunds and deep retailer discounts, suggesting retailers may need to maintain aggressive pricing through the holiday season.