Adobe: Amazon Prime Day spend grows 5% to $8.3 billion on first day
Data from Adobe indicates the first day of Amazon Prime Day was the biggest U.S. e-commerce day so far in 2026.
U.S. retailers drove $8.3 billion in online spend on Tuesday, June 23, 2026, the first day of Amazon Prime Day 2026. This represents 5.3% growth from $7.9 billion recorded by Adobe on the first day of Prime Day 2025 and marks the single biggest e-commerce day so far in 2026 as measured by Adobe.
As a comparison, U.S. consumers spent $6.4 billion on Thanksgiving, $11.8 billion on Black Friday and $14.2 billion online on Cyber Monday during the 2025 holiday shopping season.
U.S. online spend on day one of Prime Day is tracking ahead of Adobe’s projections. Given that, Adobe reaffirms its forecast of U.S. retailers expected to drive a record $26.3 billion in online spend across the four-day event (June 23 to 26), representing 9% growth year over year and $2.5 billion more than the comparable period in 2025.
[READ MORE: Adobe: Prime Day to break records with $26.3B in online sales]
Interestingly, analysis of the first day of Prime Day 2026 from Numerator shows year-over-year declines in some key performance metrics. For example, Numerator data indicates average order size was $48.36, down approximately 17% from $58.37 a year earlier while average household spend was roughly $89.04, down 16% from $106.41 the prior year.
Adobe also tracked first-day Prime Day trends in a number of other key areas:
Category performance
Online sales across U.S. retailers were driven by major categories including including electronics (up 105% compared to average daily sales in June 2026) and appliances (up 95%), as well as tools & home improvement (up 75%), and home & garden (up 65%).
Adobe also observed an uptick in purchases of everyday essentials, with personal hygiene products (oral care, shampoo, antiperspirant) up 130% and household goods (trash bags, detergents, paper products) up 65%.
In addition, baby products including strollers (up 220%), car seats (up 140%), formula (up 90%) and diapers/wipes (up 85%) showed strong growth. Other hot sellers included school supplies (up 140%), smart watches (up 130%), and exercise equipment (up 125%).
Discounts
Discounts landed in the range of 10-24%off listed price and Adobe expects discounts to remain in this range, with the biggest deals in electronics (24%), apparel (23%), and toys (18%). Other categories with competitive deals include televisions (17%), appliances (17%), furniture (16%), computers (15%), and sporting goods (9%).
Artificial intelligence
Generative AI traffic to U.S. retail sites (measured by shoppers clicking on a link) almost doubled year over year, AI traffic converted 50.7% better than non-AI sources. Adobe also observed AI shoppers spending more time on sites (49.9% longer) and browsing more pages (20.5% more pages per visit). Traffic from AI sources also had an add-to-cart rate that was 33% higher than non-AI sources.
During Prime Day 2025, AI converted 23% worse than non-AI sources (average across four days).
Mobile shopping
Mobile shopping hit an all-time high for the first day of the Prime Day event, driving 51.2% of online sales (vs. desktop shopping) and contributing $4.24 billion in spend.
Social media and influencers
Social media drove 4.3% share of revenue but is growing the fastest as a source of Prime Day revemue (up 34.1% year over year). Affiliates and partners—which includes social media influencers—saw strong growth as well (21.7% share, up 9.7% year over year). Notably, influencers converted shoppers (individuals making a purchase after seeing influencer content) 12 times more than social networks overall.
Affiliates and partners also drove the highest 'add-to-cart rates' at 9%, along with checkout initiation at 57%, outpacing social media overall at 3% and 27%, respectively.
Shoppers trading up:
Across all categories tracked by Adobe, the share of the most expensive goods increased by 19% (compared to average levels year-to-date). Adobe observed consumers trading up above that rate in categories including electronics (up 48%), toys (up 41%), and appliances (up 29%). Categories where consumers sought lower priced products include home & garden (share of most expensive goods down 6%) and grocery (down 2%).
Buy now, pay later
Buy now, pay later (BNPL) orders accounted for 6.5% of online orders and drove $668 million in revenue, up 7.6% year over year.
Adobe’s report analyzing direct transactions online, covering more than 1 trillion visits to U.S. retail sites, 100 million SKUs and 18 product categories.
