(Credit: Klaus Galiano/Bloomberg via Getty Images)
To give consumers more time to secure discounts, Amazon extended its Prime Day sale from two days to four this year, and early results indicate that the move has been successful.
According to a study by Adobe, US consumers spent $24.1 billion shopping online during the Prime Day window (July 8-11). This marks a new benchmark for summer online shopping and has bettered last year's numbers by 30.3%. The numbers are also more than twice as good as last year's two Black Fridays combined ($10.8 million), the report adds.
Some of the best-selling categories included appliances, office supplies, electronics, and books, with the Apple AirPods Pro 2 among the top-selling products.
The significantly increased spend was due to attractive discounts on Amazon as well as its other retail competitors, Adobe says. It was also driven by back-to-school shopping. Daily spending on school supplies, such as backpacks and calculators, jumped 175% over June 2025, while spending on dorm essentials, including microwaves, mini fridges, and bedroom linens, increased by 84%.
Unsurprisingly, consumers preferred mobile over desktop to complete purchases. 53.2% of all transactions during the sale window, amounting to $12.8 billion, were processed via mobile apps.
Use of AI chatbots and browsers to find deals also saw a significant jump. Traffic to US retail sites from generative AI tools jumped by a staggering 3,300%.
Another way consumers found deals was through influencers. According to Adobe's data, the number of influencer-converted shoppers was 10 times higher than social media overall. Affiliates and partners, which include influencers and media publishing giants, contributed to 19.9% of overall sales.
"We're thrilled to see record savings for our customers, who found great prices on the everyday essentials and products they love," said Doug Herrington, CEO of Amazon Worldwide Stores, adding that this was the company's "biggest Prime Day yet."