U.S. consumers spent $7.2 billion online on July 16, 2024, the first day of Prime Day, according to Adobe Analytics’ final report. That was 11.7% more than on the comparable day a year earlier. The figure covers online spending across U.S. retailers during the event—not Amazon sales alone.
What the $7.2 billion figure measures
Adobe Analytics reported the final day-one figure on July 18, 2024. Its analysis tracks online retail activity across U.S. retail sites; it does not isolate transactions on Amazon. Adobe says its methodology draws on more than one trillion visits to U.S. retail sites, 100 million SKUs and 18 product categories. The spending figures are not adjusted for inflation, so the 11.7% increase is nominal, not an inflation-adjusted measure of growth. Adobe’s final results and methodology.
Final results versus Adobe’s forecast
Before the event, Adobe forecast $7.1 billion in online spending on the first day and $14 billion across both days. Its final report came in above those projections.
| Measure | July 15 forecast | Final result |
|---|---|---|
| First day, July 16 | $7.1 billion | $7.2 billion |
| Both days, July 16–17 | $14 billion | $14.2 billion |
The forecast was published before Prime Day; the final figures are Adobe’s reported results, not projections. Adobe’s July 15 forecast.
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How the full two-day event compared
Across July 16–17, U.S. online spending reached $14.2 billion, up 11.0% year over year, Adobe said. Mobile devices accounted for $7 billion, or 49.2% of purchases across the two days; mobile spending rose 18.6% year over year. These event-wide figures have a two-day measurement period and should not be confused with the July 16 day-one total.
Which categories saw the biggest increases?
Adobe compared event sales with average daily sales in June 2024. Electronics sales were up 61% on that basis. The listed category increases use this June daily-sales baseline, not year-over-year growth.
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| Category | Increase versus average daily sales in June 2024 |
|---|---|
| Headphones and Bluetooth speakers | 105% |
| Tablets | 117% |
| Televisions | 111% |
| Fitness trackers | 88% |
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Adobe also reported that back-to-school supplies rose 216% and children’s apparel rose 165% against the same June daily-sales baseline. Those comparisons describe category sales during Prime Day; they do not show that every product in a category was discounted or that the increases occurred only on Amazon. Adobe’s category results.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.Why Adobe said spending increased
Adobe Digital Insights analyst Vivek Pandya attributed part of the growth to back-to-school shopping and the event’s later timing compared with 2023, bringing it closer to when many students begin school in August. That is Adobe’s explanation of contributing factors, not proof that timing or school shopping alone caused the spending increase. Prime Day 2024 took place July 16–17; the 2023 event ran July 11–12.
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