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Online spending reaches $26.4B during Amazon Prime Day sale
Walmart, Target hosted overlapping promotions during the four-day sale
Key Takeaways:
- Adobe said U.S. online spending across retailers hit $26.4 billion during Amazon’s four-day Prime Day sale.
- The total was up 9.3% from last year’s Prime Day sale held in July, according to Adobe.
- Numerator said average household spending on Amazon fell 8.3% to $143 during the event.
Online spending across all retailers in the U.S. hit $26.4 billion during Amazon.com Inc.’s annual Prime Day sale, according to Adobe Inc., narrowly beating the firm’s earlier estimate of $26.3 billion.
The four-day event ended July 10, with competitors such as Walmart Inc. and Target Corp. hosting overlapping promotions. Total spending for the period was up 9.3% from last year’s Prime Day sale, held in July, according to Adobe, which tracks visits to retail websites.
Discounts across retailers were similar to those offered last year, with the steepest in electronics and apparel, which both averaged about 24%, according to Adobe. Shoppers continued to use “buy now, pay later” credit features, which represented 6.6% of all orders, according to Adobe.
The event offers clues about the health of consumers and their willingness to spend, so multiple firms monitor its performance.
Consumer research firm Numerator said the average household spent $143 on Amazon during the four days as of 4 p.m. July 10 in New York, down 8.3% from last year’s event. Top-selling items included protein shakes, trash bags and cat treats, according to Numerator, which looks at spending from more than 59,000 households.
Global marketing firm PMG, which also keeps tabs on Prime Day, said discounts on Amazon were shallower this year than in last year’s sale.
Amazon, which doesn’t release specific spending metrics for Prime Day, issued a statement July 11 saying it was “pleased with the positive customer response.” Earlier this week, Amazon issued a statement saying external data sources regarding Prime Day are “often inaccurate.”
Amazon ranks No. 1 on the Transport Topics Top 100 list of the largest logistics companies in North America and No. 1 on the TT Top 50 list of the largest global freight companies. It ranks No. 15 on the TT100 list of the largest private carriers in North America.
Walmart ranks No. 1 on the private TT100.
