Online spending in the US hit a record $14.2 billion during the Amazon 48-hour Prime Day event.
According to Adobe Analytics, it marks an 11 percent increase from the previous year.
This figure surpassed expectations and set a new high for the event.
Adobe attributed the strong performance to back-to-school shopping and a notable “product refresh cycle,” with consumers eager to purchase new tablets, TVs, and Bluetooth speakers.
This shift contrasts with last year when shoppers primarily used Prime Day deals to stock up on essential items like pantry staples and office supplies due to inflation concerns.
Adobe had initially forecasted that US online spending would reach $14 billion during the event.
Adobe’s analysis covers not only Amazon but also a broad range of US retail websites.
Amazon’s Prime Day, held on Tuesday, July 16, and Wednesday, July 17, has become a major revenue driver for other retailers.
These retailers often coordinate their sales to compete with Amazon’s event.
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Amazon reported “record-breaking” revenue from Prime Day but did not disclose specific figures.
The company highlighted the success of its Rufus shopping assistant, which uses generative AI to suggest products and provide order updates.
Rufus was made available to all US users last week after a period of testing with a limited group.
Numerator, which tracked purchases from over 35,500 households, noted that shoppers spent more per order this year, with an average order size of $57.97 compared to $54.05 last year.
Popular items included Amazon-branded Fire TV sticks, Premier protein shakes, and Liquid IV packets.
Home goods, household essentials, apparel, and shoes were among the top categories.
