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U.S. Online Spending Reached $26.4 Billion in 2026 Prime Day Sales, but Average Amazon Spend per Household Fell
Total online spending across U.S. retailers reached $26.4 billion during Amazon's four-day Prime Day event that ended Friday. Adobe data showed a 9.3% increase from the 2025 sale, with average household spending on Amazon at $143.
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Online spending across all U.S. retailers reached $26.4 billion during Amazon's 2026 Prime Day sale, according to Adobe data reported by @business. The figure exceeded Adobe's pre-event estimate of $26.3 billion.
The four-day event ended Friday. Walmart and Target ran overlapping promotions during the same period. Total spending rose 9.3% from the July 2025 Prime Day sale, Adobe reported. Average discount rates reached about 24% in both electronics and apparel.
Buy-now-pay-later features accounted for 6.6% of orders. Numerator data showed the average U.S. household spent $143 on Amazon through 4 p.m. Friday in New York. That amount was 8.3% below the 2025 figure, based on records from more than 59,000 households.
Top-selling items included protein shakes, trash bags, and cat treats. Amazon stated Saturday that it was pleased with the positive customer response to Prime Day.
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