AI Traffic Lifted Prime Day Online Sales 9.3 Percent

Online sales during the four-day Prime Day event reached $26.4 billion, a 9.3 percent increase from 2025. Adobe data showed AI-directed traffic produced a 40 percent higher conversion rate than non-AI channels. Adobe analyzed digital transactions on U.S. retail sites and found shoppers using AI-powered chat and browsers converted at a 40 percent higher rate than those arriving through paid search, email, or social media.

The same analysis showed AI-directed traffic rose 89 percent year-over-year during the June 23-26 sale period.

Electronics posted the largest gain, rising 120 percent above average daily June sales. Appliances increased 90 percent, tools and home improvement 70 percent, home and garden 65 percent, and furniture and bedding 55 percent. Buy Now, Pay Later financing accounted for 6.6 percent of orders and $2.1 billion in spending, up 9.5 percent from last year.

Adobe reported that up to 46 percent of some retailer websites remain unreadable by machines, limiting visibility on AI surfaces. The report noted retailers are adding tutorials, how-to guides, and customer-service pages to improve machine readability.

A supply-chain platform executive stated that connected data systems used for real-time inventory and fulfillment during Prime Day also determine whether products remain discoverable in AI-driven commerce.