Amazon climbs as Adobe data points to stronger-than-expected Prime Day demand
Yahoo Finance ·
Proactive financial news and online broadcast teams provide fast, accessible, informative and actionable business and finance news content to a global investment audience. All our content is produced independently by our experienced and qualified teams of news journalists. Proactive news team spans the world’s key finance and investing hubs with bureaus and studios in London, New York, Toronto, Vancouver, Sydney and Perth. We are experts in medium and small-cap markets, we also keep our community up to date with blue-chip companies, commodities and broader investment stories. This is content that excites and engages motivated private investors. The team delivers news and unique insights across the market including but not confined to: biotech and pharma, mining and natural resources, battery metals, oil and gas, crypto and emerging digital and EV technologies. Proactive has always been a forward looking and enthusiastic technology adopter. Our human content creators are equipped with many decades of valuable expertise and experience. The team also has access to and use technologies to assist and enhance workflows. Proactive will on occasion use automation and software tools, including generative AI. Nevertheless, all content published by Proactive is edited and authored by humans, in line with best practice in regard to content production and search engine optimisation. Amazon.com Inc (NASDAQ:AMZN) shares rose nearly 4% in trading on Monday following reports indicating stronger-than-expected consumer demand during its extended Prime Day event, which took place from June 23 to June 26. According to data from Adobe Analytics shared with Retail Dive, US online retail spending over the four-day period reached approximately $26.4 billion, marking a 9.3% increase compared with the same event last year. The figure also came in slightly ahead of Adobe’s projection of $26.3 billion. The Prime Day window, shifted earlier to June this year from July in 2025, featured broad participation from major retailers including Walmart and Target, which ran competing promotions during the same period. Shoppers concentrated spending in categories such as electronics, appliances, tools, home improvement, and home and garden products. Discount levels remained largely consistent with last year’s event. Electronics were discounted an average of 24%, compared with 23% in 2025, while apparel also held steady at 24%. Appliance discounts were unchanged at 16%, and toy discounts edged higher to 20% from 19%. Adobe data showed consumers increasingly used the promotional period to purchase higher-priced items. The share of purchases in the most expensive product tiers rose 19% compared with year-to-date averages, with electronics in that segment climbing 51%. The trend suggested shoppers were trading up in categories including furniture, appliances, and toys. Buy now, pay later usage also increased, rising 9.5% year over year and accounting for 6.6% of all online orders, or about $2.1 billion in sales during the period. While the total spend remains below the roughly $32.45 billion recorded across last year’s Thanksgiving, Black Friday, and Cyber Monday period, Prime Day is narrowing the gap with the year’s largest retail events, which underscores its growing importance in the e-commerce calendar.
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