Adobe Analytics estimated that U.S. consumers spent $14.2 billion online across retailers during Amazon Prime Day on July 16–17, 2024, up 11% from the prior year. That was a record Prime Day total in Adobe’s measure—not a sales figure Amazon disclosed for its own store. Amazon called the event its biggest Prime Day by its measures but did not publish an Amazon dollar-sales total.
What does the $14.2 billion figure measure?
The figure is Adobe Analytics’ estimate of online retail spending across U.S. retailers over the two event days. It is not Amazon’s reported revenue, an audited Amazon marketplace total, or a government census. Adobe says its analysis draws on more than one trillion visits to U.S. retail sites, 100 million SKUs, and 18 product categories; it does not publish a full retailer list or complete sampling and weighting details. Adobe Analytics’ post-event report gives the final total as $14.2 billion, 11.0% higher year over year.
The total comprises an estimated $7.2 billion on July 16 and $7.0 billion on July 17. Adobe had forecast $14.0 billion, or 10.5% growth, on July 15; its post-event estimate superseded that forecast. TechCrunch’s contemporaneous report also identifies the $14.2 billion as Adobe’s U.S. online-spending estimate, not Amazon’s own sales disclosure.
What did Amazon say about its own results?
In its July 18 recap, Amazon said Prime Day 2024 was its biggest event by its measures and that more items were sold than in any previous Prime Day. The company did not provide an Amazon dollar-sales total. It separately reported that independent sellers sold more than 200 million items during the event; that item count is an Amazon company-reported figure and does not establish the dollar value of Amazon’s sales. Amazon’s event recap contains the company’s account.
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What other spending trends did Adobe report?
Adobe reported that mobile accounted for 49.2% of online purchases, with $7 billion in mobile spending, up 18.6%. Buy-now-pay-later spending reached $1.08 billion, representing 7.6% of online orders and a 16.4% increase. These figures describe Adobe’s tracked online activity, not Amazon-specific transactions.
Adobe also reported an 8.2% increase in affiliates’ and partners’ revenue contribution, without identifying a specific program or partner. The result should not be read as the growth rate of any particular affiliate scheme.
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How should category growth and discounts be read?
The category sales comparisons below are against average daily levels in June 2024, not year-over-year growth. Adobe attributed some of the event’s timing and category strength to Prime Day falling later in July than in 2023 and closer to the back-to-school period for many districts, as well as an electronics product refresh cycle.
| Adobe-tracked category or product | Reported change or discount | Comparison basis |
|---|---|---|
| Electronics category sales | Up 61% | Versus average daily sales in June 2024 |
| Tablets | Up 117% | Versus average daily sales in June 2024 |
| Televisions | Up 111% | Versus average daily sales in June 2024 |
| Headphones and Bluetooth speakers | Up 105% | Versus average daily sales in June 2024 |
| Fitness trackers | Up 88% | Versus average daily sales in June 2024 |
| Computers | Up 80% | Versus average daily sales in June 2024 |
| Smartphones | Up 71% | Versus average daily sales in June 2024 |
| Cameras | Up 60% | Versus average daily sales in June 2024 |
Adobe also reported peak discounts on tracked products. These are reported discounts from Adobe’s data, not a guarantee that every seller or item had the same markdown.
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| Category | Adobe-reported peak discount |
|---|---|
| Electronics | 23% off listed price |
| Apparel | 20% off listed price |
| Home and furniture | 16% off listed price |
| Televisions | 16% off listed price |
| Toys | 15% off listed price |
| Appliances | 14% off listed price |
| Sporting goods | 11% off listed price |
| Computers | 11% off listed price |
Does the record mean shoppers bought 11% more?
Not necessarily. Adobe’s $14.2 billion is nominal spending, and Adobe said it did not adjust the total for inflation. Its Digital Price Index showed online prices down 4.2% year over year in June 2024 across the same 18 tracked categories. Spending growth and inflation-adjusted growth are different measures; the reported 11.0% increase should not be described as an 11% increase in the quantity of goods purchased.
Adobe analyst Vivek Pandya said electronics, apparel, and furniture together make up nearly half of e-commerce spending and had seen low single-digit growth in the first half of 2024. That context helps explain Adobe’s attention to the event’s timing and electronics demand, but it does not turn the Prime Day aggregate into Amazon-only sales.
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- Keep your home comfortable – Control compatible smart home devices with your voice and routines triggered by built-in motion or indoor temperature sensors. Create routines to automatically turn on lights when you walk into a room, or start a fan if the inside temperature goes above your comfort zone.
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How to compare Prime Day sales figures
Before comparing a Prime Day number with another headline, check what it counts. Figures can differ by geography, merchant coverage, time period, measurement method, and comparison baseline. Adobe’s number covers estimated U.S. online spending across retailers during July 16–17 and is compared year over year; Amazon’s recap uses company measures and reports items sold without a dollar total.
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Product prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on Amazon at the time of purchase will apply.
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