Online spending across all retailers in the U.S. reached $26.4 billion during Amazon’s four-day Prime Day sale, narrowly topping Adobe Analytics (ADBE) earlier estimate of $26.3 billion. Total spending rose 9.3% from last year’s Prime Day period, helped by overlapping promotions from rivals including Walmart Inc. (WMT) and Target Corporation (TGT).
Meanwhile, AMZN shares rose 2.50% on Friday, closing at $232.69.
Prime Day Becomes a Wider Retail Event
The numbers suggest Prime Day is no longer just an Amazon story. Major retailers now use the event window to push their own discounts, turning it into a broader test of U.S. online shopping demand.
Adobe said discounts across retailers were similar to last year, with the deepest cuts in electronics and apparel, both averaging about 24%. Shoppers also continued to use “buy now, pay later” features, which accounted for 6.6% of all orders.
