US consumers spent $8.3 billion across all online retailers on the first day of Amazon’s Prime Day sales event, as consumers moved to make the most of time-limited deals on Amazon and competing retailer sites, according to Adobe analytics.

The single-day spending total represents a more than five per cent increase year on year, with 23 June already the biggest ecommerce day of 2026, ahead of projections Adobe made prior to the event.

Throughout Prime Day, which runs 23 to 26 June this year, thousands of products are discounted 10 to 24 per cent or more. Other retailers run sales events of their own in parallel, such as Target and Walmart in the US or Argos and John Lewis in the UK.

Adobe said this year, consumers have already flocked to products across electronics and appliances, tools, and home improvement, as well as everyday essentials.

In all, Adobe expects US shoppers to spend $26.3 billion across the week, based on projections drawn from more than a trillion points of data tracking over 100 million stock keeping units.

This would be a 9.5 per cent increase from 2025’s $23.8 billion total. UK consumers also drove record Prime Day spending in 2025, with £2.08 billion spent across the ecommerce market during last year’s event.

Amazon moved this year’s Prime Day promotional week from July to June to avoid a clash with events such as the FIFA World Cup final rounds and US Independence Day.

The retail giant now runs the event in 27 countries, having added South Africa for the first time this year.

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