Online sales during Amazon’s 48-hour Prime Day event surpassed $11 billion — 6.1 percent higher than last year, according to Adobe Analytics.
On Monday, the first day of the Prime Day event, total online retail sales totaled $5.6 billion, followed by $5.4 billion on the second day. The spike in sales during the two-day event made Monday and Tuesday the first and second biggest days for digital sales, respectively, this year. Sales during the Prime Day event also surpassed the total observed on the 2020 Cyber Monday, which was recorded as the busiest digital sales event in history.
Overall, this year’s Prime Day event generated $10.4 billion in overall U.S. digital revenue, Adobe noted. This includes the total sales observed by other players such as Walmart, Target, Best Buy and Kohl’s, which put up their own online sales events to compete with Amazon.
Retailers that generate more than $1 billion in annual revenue saw a 29 percent spike in online sales during the Prime Day event, compared to an average day in the month of June. Meanwhile, smaller retailers that generate less than $10 million in revenue saw a 21 percent increase.
According to Adobe, this year’s Prime Day event was particularly successful as more consumers were looking to buy products they could not last year.
“There’s a pent-up demand for online shopping as consumers look forward to a return to normalcy,” said Taylor Schreiner, director of Adobe Digital insights. “The halo effect of Prime Day also played a significant role, giving both large and small online retailers significant revenue lifts.”