On July 17, a report from Adobe Analytics revealed that shoppers spent approximately $7.2 billion online during the first day of Amazon's Prime Day in the United States. This substantial figure underscores the significant impact of the annual sales event, which has become a major shopping occasion since its inception a decade ago. To compete with Amazon, major retailers like Walmart and Target have also launched their own deals and shopping events throughout July, offering deep discounts to attract customers.

Amazon's Prime Day has allowed the company to capture market share from other retailers by providing customers with access to significant discounts and the convenience of same- or one-day delivery for their orders. Additionally, back-to-school spending saw a significant increase, rising by 210% on Tuesday compared to daily sales levels in June 2024, according to Adobe Analytics, which tracks e-commerce transaction data. This surge highlights the event's influence on various shopping categories and its timing ahead of the school season.

Adobe reported that total online sales rose by 11.7% on July 16, and in 2023, shoppers spent a combined $12.7 billion online across retailers during the two-day Prime Day event. This year, Amazon offered early access to deals before the official start of Prime Day, effectively pulling forward some of the demand. According to data from Numerator, the average spend per order on Amazon during the first 32 hours of the event was $60.03, up from $56.64 in 2023. On the second day of the event, shoppers could find major deals with discounts of around 23% on electronics, 20% on apparel, and 15% on toys, making it an attractive opportunity for consumers looking for savings.