With a range of deals available, Amazon Prime Day is a frenzy, especially in the United States of America (USA) where consumers really take advantage of the discounts available. This year, the 48 hours of deals caused online sales to explode to a record $14.2 billion.
According to Adobe Analytics, online spending increased 11% year-on-year to $14.2 billion during Amazon's Prime Day event in the US, beating estimates and setting a record.
Adobe tracks transactions not just on Amazon but also on a wide range of U.S. retail sites, and predicted that U.S. shoppers would spend $14 billion online during the 48 hours of Amazon's Prime Day event.
The event, which ran from Tuesday to Wednesday, has become a major revenue driver for other retailers, who often run competing sales scheduled on the days set by Amazon.
US spent billions of dollars online in two days
As shared by Adobe, Americans' participation in this discounting spree was driven by back-to-school shopping and an "apparent product upgrade cycle" as consumers sought to purchase new tablets, TVs and Bluetooth speakers in droves.
This trend represents a shift from last year, when inflation-strapped shoppers used the sales-focused event to stock up on household essentials such as pantry staples and office supplies.
On Thursday, Amazon revealed that it had a "record" revenue on Prime Day, although it did not disclose the total sales made at the event.
Without going into details about the values, the company praised, however, its shopping assistant, Rufus. It uses generative Artificial Intelligence to suggest products and update orders.
According to Amazon, which made the tool available to all US users last week after testing it with a select group of shoppers, it has "helped millions" of users navigate the site.
Shoppers purchased fewer big-ticket items than in previous years and fewer participants made multiple orders during the sales, indicating a shift toward more conscious shopping and a preference for saving rather than splurging.
Explained Amanda Schoenbauer, analyst at Numeratorin a statement.
The same firm, which tracked purchases in more than 35,500 households, said shoppers spent more per order this year, with an average order of $57.97, up from $54.05 at last year's event.
In terms of products, customers purchased Amazon-branded Fire TV sticks, Premier protein shakes and Liquid IV packs, while homewares and household essentials, as well as clothing and footwear, were among the top categories.
Source: pplware.sapo.pt
