How did Amazon perform during Prime Day? Depends who you ask
Data from Adobe indicates Amazon Prime Day beat growth expectations, while Numerator analysis shows declines in some key metrics.
The 2026 edition of Amazon Prime Day ran four days for the second time in a row (June 23-26) and also occurred in June for the second time ever (the first was in the post-pandemic year of 2021). Following are highlights from Adobe and Numerator reviews of different aspects of Prime Day.
Adobe – Prime Day breaks sales records
U.S. retailers drove $26.4 billion in online spend during the entire four-day Prime Day period, representing 9.3% growth year-over-year and trending above Adobe’s initial forecast of $26.3 Billion, up 9% year over year.
[READ MORE: Adobe: Prime Day to break records with $26.3B in online sales]
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. According to Adobe, this performance suggests that summer is starting to rival the winter holidays as a shopping season.
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 electronics (up 120% compared to average daily sales in June 2026) and appliances (up 90%), as well as tools & home improvement (up 70%), home & garden (up 65%), and furniture and bedding (up 55%).
Artificial intelligence
AI traffic to U.S. retail sites (measured by shoppers clicking on a link) increased 89% year over year during Prime Day and converted 40% better than traffic from other channels. This is a notable shift from Prime Day 2025, where Adobe found that AI traffic converted 23% worse. And while the overall volume of AI traffic remains modest compared to other major channels, Adobe data shows AI shortening the time it takes for consumers to get product information.
Mobile shopping
Mobile shopping hit an all-time high during the Prime Day event, driving 54.2% of online sales (vs. desktop shopping) and contributing a record $14.2 billion in spend.
Social media and influencers
Social media drove a 4.4% share of revenue but is growing the fastest as a source of Prime Day revenue (up 15.8% year over year). Affiliates and partners — which includes social media influencers — saw strong growth as well (21.3% share, up 7% year over year). Notably, influencers converted shoppers (individuals making a purchase after seeing influencer content) 11 times more than social networks overall.
Affiliates and partners also drove the highest "add-to-cart rates" at 9%, along with checkout initiation at 56%, outpacing social media overall at 3% and 28%, 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 51%), toys (up 37%), and appliances (up 30%). Categories where consumers sought lower priced products include home & garden (share of most expensive goods down 5%) and grocery (down 2%).
Buy now, pay later
Buy now, pay later (BNPL) orders accounted for orders accounted for 6.6% of online orders. This amounted to $2.1 billion in online spend from June 23 to 26, representing 9.5% growth year over year.
Numerator – Average order size, household spend trend down
In contrast to Adobe’s findings, Numerator analysis indicates that both average order size and average household spend were lower in 2026 than during Prime Day 2025. While these two sets of data are not necessarily at odds as more households may have placed more orders overall, Numerator still found some softness that Adobe did not.
According to Numerator, the average order size for the whole four-day event was $47.66, down approximately 11% from $53.34 during the complete Prime Day 2025 event.
Numerator data also indicates nearly two in three (63%) households shopping Prime Day placed two or more separate orders (identical to the percentage of households that had placed two or more separate orders during Prime Day 2025).
Average household spend was roughly $143.45, down 8% from $156.37 the prior year.
