Amazon.com Inc.’s Prime Day sale that ran over four days from July 8 (Tuesday) to July 11 (Friday) helped boost online spending across all retailers in the U.S. by 30.3 percent to $24.1 billion, according to Adobe Inc., topping its estimate for 28.4 percent growth for the period ending July 11.’

Beyond sales from the Amazon platform, figures include overlapping sales from competitors such as Walmart, Target, Best Buy and Kohl’s. Adobe’s forecast is based on an analysis of 1 trillion visits to U.S. retail ecommerce sites, covering 100 million SKUs and 18 product categories.

Adobe said total spending was more than two Black Fridays — which drove $10.8 billion in online spend during the 2024 holiday shopping season — and sets a new benchmark for the summer shopping season. Mobile was the dominant transaction channel during the Prime Day event, driving the majority of sales (53.2 percent share vs desktop shopping) and contributing $12.8 billion in online spend.

Competitive discounts across U.S. retailers drove price-sensitive shoppers to spend in categories such as appliances, where online sales were up 112 percent (compared to average daily sales in June 2025), according to Adobe. Other categories with strong growth included office supplies (up 105 percent), electronics (up 95 percent), books (up 81 percent), tools & home improvement (up 76 percent), home & garden (up 58 percent), and baby & toddler (up 55 percent).

Hot sellers included products such as kids’ apparel (up 250 percent), home security products (up 185 percent), refrigerators & freezers (up 160 percent), games (up 160 percent), headphones & speakers (up 155 percent), car seats (up 145 percent), luggage (up 145 percent), vacuum cleaners (up 140 percent), power tools (up 135 percent), computers (up 125 percent), washers & dryers (up 125 percent),  smartphone accessories (up 120 percent), storage furniture (up 120 percent), TVs (up 90 percent), small kitchen appliances (up 90 percent), and exercise equipment (up 80 percent).

Adobe also noted that the Prime Day event has been cemented as a “back-to-school” shopping driver. School supplies (such as backpacks, lunchboxes, binders, calculators, and kids’ apparel) were up 175 percent. And dorm essentials (microwaves, mini fridges, bedroom linens, twin/full mattresses, laundry & cleaning products, and storage products) were up 84 percent.

Consumers embraced generative AI and social influencers

Shoppers are increasingly using generative AI-powered chat services and browsers as a shopping assistant. During the Prime Day event, generative AI traffic to U.S. retail sites (measured by shoppers clicking on a link) increased by 3,300 percent YoY. And while AI-driven traffic remains modest compared to other channels (paid search, email), the growth shows the impact of AI on shoppers looking for deals or specific product details.

Social influencers also played a major role in driving traffic to U.S. retail sites during the Prime Day event. While paid search remained the top driver of retail sales online (28.5 percent share of revenue, up 5.6 percent YoY), affiliates and partners—which includes social media influencers — saw a greater lift (19.9 percent share, up 15 percent YoY). Adobe’s data also showed that influencers converted shoppers (individuals making a purchase after seeing influencer content) 10 times more than social media overall.

Additional Adobe Insights   

  • Competitive discounts drove online demand: U.S. retailers leaned into discounts to drive growth, with a consumer that remains price sensitive. Shoppers found great deals that trended above last year’s Prime Day event, with discounts for apparel peaking at 24 percent off listed price (vs. 20 percent in 2024). Strong discounts were also seen in electronics at 23 percent (vs. 23 percent), toys at 19 percent (vs. 15 percent), televisions at 18 percent (vs. 16 percent), appliances at 17 percent (vs. 14 percent), furniture at 16 percent (vs. 16 percent), computers at 13 percent (vs. 11 percent), and sporting goods at 11 percent (vs. 11 percent).
  • Consumers gravitated towards pricier goods: Strong discounts during the Prime Day event drove many shoppers to “trade up” to higher-ticket items. Across all categories tracked by Adobe, the share of the most expensive goods increased by 20 percent (compared to average levels year-to-date). In electronics, the share of the most expensive goods rose significantly by 57 percent. Adobealso observed consumers trading up in categories such as appliances (up 36 percent), sporting goods (up 30 percent), furniture (up 28 percent), toys (up 19 percent), personal care (up 13 percent), and apparel (up 11 percent). Categories where consumers embraced lower priced products included grocery (share of most expensive goods down 7 percent), and home & garden (down 2 percent).
  • Buy Now Pay Later usage saw uptick: Consumers continue to embrace more flexible ways to manage their budgets. During the Prime Day event, ‘Buy Now Pay Later’ (BNPL) orders accounted for 8.1 percent of online orders (up from 7.4 percent in 2024). This amounted to $2.0 billion in online spend from July 8 to 11, representing 33.3 percent growth YoY. In an Adobe survey of 1,000 U.S. consumers (conducted June 2025), respondents reported using BNPL most in product categories such as apparel, electronics, home goods, and health & beauty.
  • Impact of inflation: Strong spending during the Prime Day event was driven by net-new demand, as opposed to higher prices. The AdobeDigital Price Index, which tracks online prices across 18 product categories, shows that e-commerce prices have fallen for 34 months, down 2.1 percent YoY in June 2025. Adobe’s numbers are not adjusted for inflation, but if online inflation were factored in, there would be even higher growth in topline consumer spend.