Amazon Prime Day is back and bigger than ever. This year, US online sales are expected to reach a massive $23.8 billion, according to Adobe Analytics. The Prime Day event has now been stretched over four full days, from July 8 to 11. That’s 96 hours of non-stop deals.
Last year, US online sales during Prime Day were $14.2 billion. This year’s forecast shows a sharp 28.4% jump. Adobe even called it “two Black Fridays in one week.” That’s how big this is.
Shoppers are getting smart and early
This boost isn’t just because people love sales. Many shoppers are planning ahead for back-to-school shopping. From school bags to laptops, Americans are using this week to stock up.
With global trade worries and rising prices, people are looking for smarter ways to save. Generative AI is also helping some buyers find better deals online.
Amazon faces competition from all sides
Amazon isn’t the only one running sales this week. Walmart, Target, and other US retailers are running their own mega promotions. That’s part of why the 96-hour window was added. Everyone wants a slice of the action.
Buyers are looking to “trade up” in some categories. This means they’re going for better electronics, gadgets, or sports gear thanks to big discounts. But they’re also switching to cheaper options in groceries and home goods to balance out spending.
Where are the biggest discounts?
Clothing is expected to see the deepest discounts at 24%, which is higher than last year’s 20%. Electronics are close behind with 22%, though slightly lower than last year.
Backpacks, lunchboxes, headphones, and other college essentials are in high demand too. This reflects a growing trend of early school shopping.
BNPL grows again
Another interesting trend? More people are using Buy Now Pay Later (BNPL) services. Adobe says 8% of all online sales during Prime Day will use BNPL. That’s up from 7.6% last year.
How does Adobe know all this?
The data comes from a massive analysis. Adobe studied over 1 trillion visits to US ecommerce sites. They tracked over 100 million products across 18 categories.
So, the numbers aren’t just guesses. This is real consumer behavior—tracked, measured, and projected.
Amazon Prime Day is no longer just a deal event. It’s now a national online shopping moment. With US online sales set to cross $23.8 billion, it’s clear that this is one of the most important weeks for ecommerce.
For consumers, it’s about grabbing the best deals. For retailers, it’s a battle for digital dollars.
One thing’s clear—online shopping in the US has never been this fierce.
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