Ecommerce gains

Amazon’s Prime Day has evolved from a promotional event into a barometer for consumer demand and ecommerce penetration in retail sales. Sales have steadily increased over the years with a notable jump in 2025 due to Amazon extending it from a 48-hour event to a 4-day event. This year, sales increased 10% to USD 26.4 billion. This surge reflects more than just discounts. Online retail continue to capture share, now accounting for roughly 20% of global retail sales. In the US, ecommerce sales grew 9.9% in April outpacing broader retail sales growth of 5.3%. Consumers remain price sensitive and they increasingly concentrate their spending around sales events such as Prime Day.

Source: Adobe Analytics, June 2026. *Amazon extended Prime Day from 48 hours to 4 days in 2025.