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As a comparison point, U.S. consumers spent $32.45 billion online across Thanksgiving, Black Friday and Cyber Monday in 2025. Those were three of the largest days of that year in terms of online retail sales.

Consumers across the U.S. spent $26.4 billion in their collective ecommerce sales during the four-day Amazon Prime Day event, from June 23 to 26, 2026, according to data from Adobe Analytics.

For the full Amazon Prime Day event, U.S. ecommerce sales increased 9.3% year over year. That was slightly ahead of Adobe’s initial forecast. Adobe had anticipated 9% growth to reach $26.3 billion. Amazon Prime Day 2025 ran from July 8 to July 11, drawing $24.1 billion in ecommerce sales.

Adobe said its data analyzes direct ecommerce transactions. It covers more than 1 trillion visits to U.S. retail sites, 100 million SKUs and 18 product categories, Adobe said. Furthermore, Adobe said its data “profiles retail broadly, rather than any individual retailer — it is anonymized and aggregated.”

In just the first 24 hours of the Amazon Prime Day event, U.S. ecommerce sales reached $8.3 billion. That was 5.3% year-over-year growth versus the first 24 hours of Amazon’s Prime Day event in 2025. It was also more than consumers spent on Thanksgiving Day in 2025 ($6.4 billion), according to Adobe.

Amazon’s summer Prime Day event in 2026 ran from June 23 through 26. Other retailers capitalized on its timing. Target Circle Deal Days ran for the same time frame. Meanwhile, Walmart Deals began June 22 and ended June 28. Costco is running a Summer Sales Event, Best Buy is running Black Friday Deals in July and other retailers are offering their own sales periods as well.

These retailers and more have helped to generate more than 2.5x the amount of U.S. ecommerce sales during Prime Day in 2026 than in 2020.

Prime Day influences summer ecommerce sales growth

Adobe credited Amazon with “changing the shape of the Summer shopping season, which is beginning to rival the holiday period.”

Adobe noted as a comparison point that U.S. consumers spent $32.45 billion online across Thanksgiving, Black Friday and Cyber Monday in 2025. Those were three of the largest days of that year in terms of online retail sales. Also among them were the Saturday and Sunday in between. That five-day period comprises the Cyber 5.

Yet the first day of Amazon Prime Day in 2025 had produced more ecommerce sales in the U.S. than three out of five days during that year’s Cyber 5. Only Black Friday ($11.8 billion) and Cyber Monday ($14.25 billion) had more, and they were the biggest selling days online in 2025.

Of the $26.4 billion consumers spent online during the event this year, 54.2% (or $14.2 billion) came from mobile devices. Furthermore, consumers used buy now, pay later (BNPL) in 6.6% of online orders during the period, Adobe found. That accounted for $2.1 billion, or 9.5% year-over-year growth, according to Adobe.

Adobe found larger discounts than the year before in categories including:

  • Electronics (24% off in 2026, versus 23% in 2025)
  • Apparel (24% in both years)
  • Toys (20% vs. 19%)
  • Televisions (19% vs. 18%)
  • Appliances (16% in both years)
  • Furniture (16% vs. 15%)
  • Computers (15% vs. 13%)
  • Sporting goods (10% vs. 9%)

Amazon Prime Day has become a peak selling period in online retail in recent years. And this year, Amazon extended its event period to be four days instead of its typical 48-hour run.

Amazon Prime Day’s effect on U.S. ecommerce sales in:

  • 2025 ($24.1 billion)
  • 2024 ($14.2 billion)
  • 2023 ($12.7 billion)
  • 2022 ($11.9 billion)
  • 2021 ($11.0 billion)
  • 2020 ($10.4 billion)

Generative AI effect on web traffic during Prime Day

“Shoppers continued to embrace AI-powered chat services and browsers to research products and find deals,” Adobe said.

It found that from January 2026 through May, traffic from artificial intelligence (AI) sources to U.S. retail sites had increased 235% year over year. Adobe said that trend continued throughout the Prime Day period. It tracked that traffic by measuring shoppers clicking on recommended links from AI platforms. During the full Amazon Prime Day 2026 event, AI traffic increased 89% year over year.

Once consumers landed on retail sites from AI recommendations, they converted 40% better than traffic from non-AI channels, Adobe said. Those other channels include paid search, email and social media.

Conversely, AI traffic converted 23% worse than non-AI traffic during Amazon Prime Day 2025, according to Adobe.

By traffic channel, social media grew its share of revenue the fastest, increasing 15.8%. It accounted for a 4.4% share of revenue, Adobe found. Affiliates and influencers accounted for a 21.3% share of revenue on 7.0% year-over-year growth. Adobe said influencers converted shoppers 11 times more than social media networks overall.

Affiliates and partners drove the highest “add-to-cart” rates, at 9%, Adobe said. Meanwhile, affiliates and partners led 56% of those who added items to their cart to initiate the checkout process.

Both figures outpaced social media overall (3% add-to-cart rate with 28% checkout initiation).

What consumers bought during Prime Day 2026

Adobe found the largest increases in sales during the Prime Day period, by category, were in:

  • Electronics (120% increase vs. average daily sales in June 2026)
  • Appliances (up 90%)
  • Tools and home improvement (up 70%)
  • Home and garden (up 65%)
  • Furniture and bedding (up 55%)

Adobe also observed sales growth for health and wellness products, purchases for kids and for the home, everyday essentials and summer travel.

It found the largest online sales increases by product were:

  • Strollers (195% growth vs. average daily sales in June 2026)
  • Noise-canceling headphones (up 155%)
  • Kid’s apparel (140%)
  • Car seats (140%)
  • Bedroom/bathroom linens (130%)
  • Personal hygiene products (such as oral care, shampoo, antiperspirant; up 125%)
  • Smartwatches (120%)
  • Backpacks (115%)
  • Lunch boxes (105%)

Here’s last year’s article on ecommerce sales during Amazon Prime Day.

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