Amazon Prime Day 1: U.S. ecommerce sales top $8 billion

The first 24 hours of Amazon’s Prime Day event led to the most U. S. ecommerce sales in a day so far this year, according to data from Adobe Analytics. On June 23, U. S. ecommerce sales reached $8. 3 billion, marking 5. 3% year-over-year growth versus the first 24 hours of Amazon’s Prime Day event in 2025.

It’s also more than consumers spent on Thanksgiving Day in 2025 ($6. 4 billion), according to Adobe. Adobe said its data analyzes direct ecommerce transactions and covers more than 1 trillion visits to U. S. retail sites, 100 million SKUs and 18 product categories.

Furthermore, Adobe said its data “profiles retail broadly, rather than any individual retailer — it is anonymized and aggregated.” Amazon’s Prime Day event in 2026 runs from June 23 through 26. And other retailers are capitalizing on Prime Day’s timing, too. Target is operating an identical 96-hour event period called Target Circle Deal Days.

Meanwhile, Walmart Deals began June 22 and ends June 28. Costco is running a Summer Sales Event, Best Buy is running Black Friday Deals in July and other retailers are offering their own sales periods. Amazon ranks No. 1 in Digital Commerce 360’s Top 2000 Database.

The database is how Digital Commerce 360 tracks the largest North American online retailers by their annual ecommerce sales. Amazon is also No. 3 in Digital Commerce 360’s Global Online Marketplaces Database. That database ranks the 100 largest such marketplaces by third-party gross merchandise value (GMV).

But for years, Prime Day has become about more than just Amazon, leading to industrywide U. S. ecommerce sales growth. Overall, U. S. -based retailers seek to benefit from discounts and comparison shopping during Amazon’s largest annual sales period.

News Amazon Prime Day estimate puts sales higher than Black Friday and Cyber Monday combined Abbas Haleem | Jun 23, 2026