Shoppers spent an estimated $14.2 billion online across U.S. retailers during Amazon Prime Day on July 16–17, 2024, according to Adobe Analytics. That was 11% more than the $12.7 billion Adobe measured during Prime Day 2023. The figure is a retail-wide estimate—not sales revenue Amazon reported for itself.
What the $14.2 billion figure measures
Adobe Digital Insights estimated online spending across U.S. retailers during the two-day Prime Day 2024 event. Adobe reported $7.2 billion in spending on July 16 and $7.0 billion on July 17.
The total describes consumer spending across the retail market covered by Adobe’s analysis. It should not be read as Amazon’s own Prime Day revenue: the $14.2 billion estimate comes from Adobe, not an Amazon sales disclosure. See Adobe’s 2024 Prime Day report.
How Prime Day spending compares across 2023–2026
| Event | Dates and duration | Adobe estimate of U.S. retailer-wide online spending | Year-over-year change |
|---|---|---|---|
| 2023 | Prime Day 2023; duration and dates not stated in the cited Adobe 2024 report | $12.7 billion | Not stated in the cited Adobe 2024 report |
| 2024 | July 16–17; two days | $14.2 billion | Up 11% from 2023 |
| 2025 | July 8–11; four days | $24.1 billion | Up 30.3% year over year |
| 2026 | June 23–26; four days | $26.4 billion | Up 9.3% year over year |
The 2025 and 2026 figures are also Adobe estimates of spending across U.S. retailers, not Amazon-reported revenue. Because those events lasted four days while the 2024 event lasted two, the totals are not like-for-like measures of spending per day or event performance. The 2025 result is in Adobe’s 2025 report; the 2026 result is in Adobe’s 2026 report.
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What Amazon said about its own 2025 event
Amazon described its 2025 Prime Day as its biggest yet, saying it had record sales and more items sold than any previous four-day period that included a Prime Day event. The company did not give a dollar sales total in its official 2025 recap.
That statement supports the claim that Amazon set company records for the event; it does not establish that Amazon itself reported $14 billion in Prime Day sales. Adobe’s figures answer a different question: how much was spent online across U.S. retailers during the event period.
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How shoppers paid and where they bought in 2024
Adobe reported that mobile devices accounted for 49.2% of online purchases during Prime Day 2024, representing $7 billion in spending. It also measured $1.08 billion in buy-now-pay-later spending, up 16.4% from 2023. These figures describe the U.S. online retail activity in Adobe’s analysis, not Amazon-only transactions.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.What the newer estimates do—and do not—show
Adobe’s estimate rose from $14.2 billion for the two-day 2024 event to $24.1 billion for the four-day 2025 event and $26.4 billion for the four-day 2026 event. Those totals show higher overall spending in the later event periods, but their different durations mean they should not be treated as direct measures of comparable event growth. The 2026 report also put mobile at 54.2% of online sales and buy-now-pay-later spending at $2.1 billion.
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For its 2025 analysis, Adobe said it analyzed more than 1 trillion visits to U.S. retail sites, 100 million SKUs and 18 product categories. That methodology detail applies to the 2025 report; the cited reports do not establish that identical coverage figures apply to 2024 or 2026.
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