With Amazon’s four-day 2025 Prime Day as a critical force, retailers in the United States drove $24.1 billion in online spend from July 8 to July 11, according to Adobe Analytics.
Adobe emphasized that strong spending during the Prime Day event was driven by net new demand rather than higher prices. The Adobe Digital Price Index, which tracks online prices across 18 product categories, indicated that e-commerce prices have fallen for 34 consecutive months and were down 2.1% year-over-year in June. Adobe pointed out that its figures are not adjusted for inflation, but if online inflation were factored in, even higher growth numbers in topline consumer spend would result.
Mobile was the dominant transaction channel in the Prime Day period, accounting for 53.2% of sales and outstripping desktop shopping. Mobile contributed $12.8 billion in online spend, according to Adobe.
Competitive discounts across U.S. retailing drove price-sensitive shoppers to spend in categories such as appliances, where online sales increased by 112% compared to the average daily sales in June 2025. Other categories with strong growth included office supplies, up 105%; electronics, up 95%; books, up 81%; tools and home improvement, up 76%; home & garden, up 58%; and baby & toddler, up 55%. Refrigerators and freezers were among the hot product segments identified by Adobe, with a growth of 160%. Other notable segments included luggage (up 145%), vacuum cleaners (up 140%), washers and dryers (up 125%), storage furniture (up 120%), and small kitchen appliances (up 90%).
Adobe maintained that the Prime Day period has also been cemented as a back-to-school shopping occasion, with consumers taking advantage of deals and getting a head start on purchases for the upcoming return to the classroom. As such, sales of school supplies, such as backpacks, lunchboxes, binders, calculators, and kids’ apparel, as well as dorm essentials like microwaves, mini fridges, bedroom linens, twin/full mattresses, laundry and cleaning products, and storage products, increased by 175% and 84%, respectively.
During the Prime Day period, traffic to U.S. retail sites using generative AI, measured by shoppers clicking on a link, increased appreciably, albeit on a relatively small scale, by 3,300% year-over-year.
In discussing select categories, Adobe stated that discounts for appliances peaked at 17% versus 14% in the year-earlier period and furniture peaked at 16% flat year over year.
Discounts during the Prime Day period drove many shoppers to trade up to higher-ticket items, with the share of the most expensive goods sold increasing by 20% compared to average levels year-to-date. Specifically, appliances saw a 36% rise, furniture a 28% increase, and personal care a 13% increase.
As to payments, Buy Now Pay Later orders accounted for 8.1% of online orders, up from 7.4% in 2024. Consumers reported using BNPL most in the apparel, electronics, home goods and health and beauty product categories, Adobe maintained.
