Amazon Prime Day To Push US Online Sales To $23.8 Billion, Says Adobe

Online spending is expected to rise 28.4% to $23.8 billion during the Amazon Prime Day event this week across retailers in the U.S., according to Adobe Analytics, as Americans seek deep discounts on a wide range of products, from clothing to footwear.

Amazon’s (AMZN) shares were marginally higher on Monday. Retail sentiment has been in the ‘bullish’ territory over the past week, according to Stocktwits data.

Amazon Prime Day will be held from July 8 to 11 this week. It comes at a time when consumer spending has become much more cautious over the last couple of months and customers are seeking significant discounts during the back-to-school season to offset any price increases passed on by companies and retailers due to U.S. President Donald Trump's tariffs.

Retail giants Walmart (WMT) and Target (TGT) are also holding heavy discount sales days that run longer than the Prime Day event this week, competing with Amazon to capture market share during a time when customers have become more frugal.

The sentiment on Walmart has been ‘bearish’ over the past week, while on Target, retail investors have been ‘bullish,’ as per Stocktwits data.

The e-commerce giant Amazon, which has typically held a two-day Prime event, is hosting a four-day event this year. Discounts during this time across retailers are expected to be up to 24% on apparel and 17% on televisions, according to Adobe Analytics' forecast.

Adobe’s report is curated by analyzing direct transactions online, covering over 1 trillion visits to U.S. retail sites, 100 million SKUs, and 18 product categories.

Last year, during the two-day prime event, online sales increased 11% to $14.2 billion, primarily driven by back-to-school shopping, including items such as backpacks, lunchboxes, and stationery, among others.

This year, Adobe expects a 225% increase in online sales of backpacks and lunchboxes compared to the daily average in June 2025, and a 220% rise in sales of kids’ apparel.

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