Adobe Reports US Online Spending Surges to $24.1 Billion Amid Steep Discounts

US online spending surged $24.1 billion in the last quarter, driven by steep discounts boosting sales. Adobe reports a 24.9% contribution from online marketing and business process management software, with net sales distributed across the US (53.5%), Americas (6.5%), Europe/Middle East/Africa (25.8%), and Asia/Pacific (14.2%).

US online spending surged by $24.1 billion in the last quarter, with Adobe Inc. reporting a 30.3% increase in online sales across all retailers in the US. This growth was significantly driven by Amazon.com Inc.'s Prime Day sale, which lasted four days instead of the usual two, offering millions of discounts on its web store [1].

Amazon's Prime Day event boosted online spending by 30.3% to $24.1 billion, surpassing Adobe's estimate of 28.4% growth for the period ending July 11. The extended sale period allowed shoppers more time to browse and take advantage of the numerous discounts, although many shoppers hesitated to immediately purchase items due to cautiousness stemming from President Donald Trump's trade war [1].

The majority of purchases were for household essentials, with two-thirds of items costing less than $20, and the average household spending $156. This shift towards more affordable items was likely influenced by inflation concerns. Elavi, a low-sugar nut-butter brand, capitalized on this trend by offering a 20% discount on their blue cashew butter, which became a best-seller in the cashew butter category [1].

Pricier products, particularly those imported from high tariff countries like China, faced a tougher challenge. Only 3% of items purchased on Prime Day cost more than $100, indicating a preference for budget-friendly items. Despite the focus on discounted items, Prime Day also served as a platform for Amazon to attract more Prime subscribers and sell more ads to merchants and vendors, which is a significant revenue stream for the company [1].

Adobe's report also highlighted that online marketing and business process management software contributed to a 24.9% increase in online sales, with net sales distributed across various regions. The US accounted for 53.5% of sales, followed by the Americas (6.5%), Europe/Middle East/Africa (25.8%), and Asia/Pacific (14.2%) [2].

References:
[1] https://financialpost.com/pmn/business-pmn/amazon-prime-day-fuels-30-3-rise-in-us-online-spending
[2] Adobe Inc. (2025). Adobe Digital Insights: Online Sales Growth Q2 2025. Retrieved from [Adobe Inc. website].