Adobe Analytics reports $7.2bn in US online sales

According to a statement from Adobe Analytics on Wednesday, consumers spent nearly $7.2 billion online across retailers during the first day of Amazon’s Prime Day in the United States.

According to a report from Adobe Analytics on Wednesday, shoppers spent approximately $7.2 billion online across various retailers during the first day of Amazon’s Prime Day in the United States.

This significant figure highlights the growing influence of the annual sales event.

Competitive Retail Landscape

Major retailers such as Walmart and Target have also launched their own deals and shopping events throughout July, aiming to attract customers with deep discounts to compete with Amazon’s Prime Day.

Despite these efforts, Amazon continues to capture market share from other retailers, leveraging the appeal of substantial discounts and the convenience of same- or one-day delivery options.

Back-to-School Spending Surge

Back-to-school spending experienced a significant increase, rising by 210% on Tuesday compared to daily sales levels in June 2024, according to Adobe Analytics, which analyzes e-commerce transaction data.

This surge is indicative of the broader trend of consumers taking advantage of Prime Day deals for essential purchases.

Rise in Total Online Sales

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Adobe reported an 11.7% increase in total online sales on July 16. In comparison, shoppers spent $12.7 billion online across retailers over the two days of the Prime Day event in 2023. This year, Amazon has strategically offered early access to deals before the official two-day event, effectively pulling forward some demand.

Increased Average Spend Per Order

Data firm Numerator revealed that the average spend per order for Amazon was $60.03 during the first 32 hours of the Prime Day event, up from $56.64 in 2023. This increase indicates that shoppers are willing to spend more per transaction during this major sales event.

Significant Discounts Across Categories

Adobe, which tracks direct-to-consumer transactions based on more than 1 trillion visits to US retail websites, noted that shoppers can find major deals on Wednesday, with discounts of around 23% for electronics, 20% for apparel, and 15% for toys.

These discounts are expected to drive continued strong sales as the Prime Day event progresses.

In summary, Amazon Prime Day continues to be a dominant force in the retail landscape, driving significant online sales and influencing spending patterns across various categories.

The event’s impact extends beyond Amazon, prompting other major retailers to compete aggressively with their own sales and promotions.