U.S. online sales during Amazon’s Prime Day reach $12.7 bn

U.S. online sales surged during Amazon’s Prime Day shopping event, reaching $12.7 billion, a 6.1 percent increase compared to the previous year, according to data from Adobe Analytics.
Amazon investment in transportation safety technologyThe two-day event saw consumers seeking discounts on the e-commerce platform as they grappled with rising prices due to inflation. On the second day of the sale, shoppers spent $6.3 billion, drawn in by significant discounts on products like toys and appliances.

Amazon reported that Prime members worldwide purchased over 375 million items and saved more than $2.5 billion on various deals, making it the largest Prime Day event to date.

The second day of the sale also witnessed a surge in sales for back-to-school items, including stationary and office supplies. According to Vivek Pandya, lead analyst at Adobe Digital Insights, sales of appliances were up 52 percent compared to average daily sales in June, while apparel and stationary/office supplies saw increases of 24 percent and 76 percent, respectively. The average order size during the event rose slightly to $54.05 from $52.26 the previous year, as reported by data firm Numerator.

On the first day of Prime Day, U.S. online sales already experienced a nearly 6 percent growth to $6.4 billion compared to the previous year, according to earlier data from Adobe. The most appealing discounts on the second day included 14 percent off electronics and 12 percent off apparel and toys.

In addition to the discounts, Amazon introduced a Prime Day travel discount for the first time by partnering with travel booking site Priceline. The company also offered exclusive deals to its loyalty program members leading up to the event. Other retailers such as Walmart, Best Buy, and Target also provided significant discounts to compete with Amazon.

However, in the midst of the shopping event, around 900 Amazon workers at a warehouse in Coventry, UK, went on strike for three days due to a pay dispute. Amazon assured customers that the strike would not cause any disruptions.

The data from Adobe Analytics is based on direct consumer transactions, leveraging over 1 trillion visits to U.S. retail websites. The strong performance of Amazon’s Prime Day reflects the continued growth of online shopping and the appeal of discounted deals, particularly during a time of rising prices and economic uncertainty.