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Adobe released initial one-day figures for the Amazon Prime Day event, with promotions happening broadly across U.S. retailers this week.
Adobe forecasts U.S. retailers drove $7.9 billion in online spending on July 8, representing 9.9% year-over-year growth. The sales tally marks the single biggest e-commerce day so far this year. For context, Adobe highlighted that the Amazon Prime Day (NASDAQ:AMZN) retail spending estimate surpassed what consumers spent online during Thanksgiving 2024 ($6.1 billion), a day that has become a major growth driver during the holiday shopping season.
Breaking down the Prime Day sales, Adobe reported online sales across U.S. retailers on July 8 were driven by categories including appliances (up 135% compared to average daily sales in June 2025), electronics (up 95%), tools & home improvement (up 85%), home & garden (up 75%), furniture (up 55%), apparel (up 45%), and toys (up 35%).
The majority of sales on July 8 came through a mobile device (50.2% share vs. desktop shopping), contributing $4 billion in online spending.
Interestingly, strong deals drove many consumers to “trade up” to higher-ticket items, according to Adobe. Across all categories tracked, the share of the most expensive goods increased by 20% (compared to average levels year-to-date). In electronics, the share of the most expensive goods rose significantly by 55%.
With the strong spending recorded on July 8, Adobe reaffirmed its forecast that U.S. retailers are expected to drive a record $23.8 billion in online spending from July 8 to 11, representing 28.4% year-over-year growth.
Amazon’s (NASDAQ:AMZN) Prime Day sales event is matched with overlapping sales events from Walmart (WMT), Target (TGT), Best Buy (BBY), Kohl’s (KSS), and other retailers.
Shares of Amazon (AMZN) were up 0.4% in premarket trading.