US consumers spent $26.4 billion during this year’s Amazon Prime Day sales event, from 23 to 26 of June, according to Adobe Analytics data.

The total represents a 9.3 per cent increase compared to last year. Adobe noted that over the course of this year’s sales event, consumers purchased more long-lasting products such as appliances, electronics, and personal care products.

The firm added that retailers may need to replicate these price drops in the holiday season to achieve similarly high sales.

Analysis by Adobe found that while Prime Day 2026 did not offer higher discounts than in 2025, purchases of more expensive items helped drive sales growth. For example, electronics products were reduced in price by 24 per cent on average compared to 23 per cent last year.

Adobe had previously reported US consumers spent $8.3 billion in the first 24 hours of Prime Day, leading it to project $26.3 billion in total spending.

Numerator data, which broke down spending by product category and consumer information, found that the average Prime Day 2026 order was $ 47.66, a fall from $53.34 in 2025.

It noted that the average Prime Day consumer was a high-income, middle-aged suburban woman between the ages of 45 and 64, and that 93 per cent of all the sales event’s shoppers have been Prime members for at least 12 months.

The data and tech company added that consumers were less satisfied with this year’s deals compared to those available last year, with 59 per cent reporting high satisfaction with the price drops in 2026 versus 68 per cent in 2025.

Prime Day shoppers were also likely to interact with promotions from competing retailers, as Numerator tracked 49 per cent of Prime Day shoppers purchasing or planning to purchase sales items from Walmart during the same period and 32 per cent doing the same for Target sales items.

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