U.S. ecommerce sales in June 2026 benefited from Amazon Prime Day moving up a month from its typical run time.
Amazon Prime Day, for the last few years, has created a halo effect for online retailers. In 2026, U.S. consumers spent $26.4 billion online from June 23 to 26, when Amazon held the summer edition of its annual Prime Day event.
Those four days of ecommerce spending accounted for 18.5% of June online sales, according to Digital Commerce 360 analysis of data from the U.S. Department of Commerce. Online retailers had held sales timed with Prime Day, including other large Mass Merchants such as Walmart and Target. Prime Day’s effect on ecommerce sales has more than doubled since 2020, when consumers spent $10.4 billion online during the period.
Total retail sales in the U.S. also increased year over year during June. In June, total retail sales reached $768.55 billion in 2026, from $720.16 billion in 2025. That was also an increase of more than $260 billion compared to June 2019.
June ecommerce sales in 2026
In June 2026, U.S. ecommerce sales reached about $142.67 billion. That was a 14.2% year-over-year increase in online retail sales in May, from $124.89 billion.
The 14.2% growth follows four consecutive years in which June online retail sales did not increase by double digits. In fact, they increased at a rate 10% slower in 2025 than they did in 2026.
June 2026 ecommerce sales were more than double those from the same month of 2019 ($60.78 billion). Furthermore, online retail sales in June 2026 were about $60 billion more than during the same month of 2020, shortly after the COVID-19 pandemic had restricted stores across the country.
Prime Day in 2019 was in July. In 2020, it was in October.
Notably, 2026 marked just the second time that Prime Day has landed in June. The first was in 2021, when June ecommerce sales reached $91.46 billion. Online retail sales during Prime Day accounted for $11 billion in spending during June 2021. That accounted for 12% of online retail sales during the month.
Online retail sales in June 2026 also had the highest ecommerce penetration rate by month since April 2020. In June 2026, that rate was 18.56%. That maintains a trend in which each month of 2026 has seen ecommerce penetration of at least 18%. In April 2020, that rate was 18.77%. Additionally, prior to 2026, April 2020 was the only month to have reached an 18% ecommerce penetration rate.
June 2026 also marked the seventh consecutive month of online retail sales growth in the U.S.
Ecommerce sales calculations
Digital Commerce 360 studies non-seasonally adjusted commerce department data and excludes spending in segments that don’t typically sell online. These segments include:
- Restaurants
- Bars
- Automobile dealers
- Gas stations
- Fuel dealers
U.S. ecommerce penetration reflects the share of dollars consumers could potentially spend online.
The Commerce Department defines ecommerce sales as the sales of goods and services where an order is placed by the buyer or price and terms of sales are negotiated over:
- Internet
- Extranet
- Electronic Data Interchange (EDI) network
- Electronic mail
- Other online system
Payment may or may not be made online. The Commerce Department publishes estimates that it adjusts for seasonal variation and holiday and trading-day differences, but not for price changes.
Percentage changes may not align exactly with dollar figures due to rounding. Click here to read the previous month’s update on U.S. online retail sales.
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