Adobe Sees $23.8 Billion in Prime Day Online Spend: Report

Adobe expects Prime Day to drive $23.8 billion in online spend, according to a report. The event, hosted by Amazon, is a major shopping day that takes place annually. Adobe's report highlights the expected increase in online sales during this time, which could have significant implications for retailers and e-commerce platforms.

Title: Adobe Forecast: Prime Day to Drive $23.8 Billion in Online Sales

Adobe's latest report projects that Amazon's Prime Day event, scheduled from July 8 to 11, will generate $23.8 billion in U.S. online sales. This significant increase is expected to be equivalent to two Black Fridays in terms of online spending, as per Adobe's forecast [1]. The event, which has been expanded from two days to four, is anticipated to boost sales by 28.4% compared to the same period last year.

The surge in spending is expected to be driven by a variety of factors. Mobile purchases are projected to hit record levels, accounting for $12.5 billion, or 52.5% of total online sales, according to Adobe [1]. This growth is attributed to the increasing number of impulse purchases made on mobile devices.

Adobe also expects a significant rise in the use of generative AI-powered shopping tools. The traffic from such AI sources is anticipated to increase by 3,200% during the event, reflecting the growing consumer preference for AI-driven shopping experiences [1]. Additionally, sales driven by affiliates and partners, including social media influencers, are expected to account for 19.9% of revenue, up 16.6% from last year [1].

The event is also expected to influence consumer behavior, with consumers using Prime Day discounts to trade up to higher-priced items. The sales share of the most expensive goods is projected to increase by 18% during the event compared to average levels [1]. This trend is driven by budget-conscious consumers seeking to maximize their spending power during the sales event.

The extended duration of Prime Day, coupled with pre-Prime Day deals, is expected to capitalize on consumer tariff fears and boost back-to-school spending. Competitors such as Walmart and Target have also launched competing sales events, further enhancing the shopping experience for consumers [2].

Adobe's forecast is based on an analysis of over 1 trillion visits to U.S. retail e-commerce sites, covering 100 million SKUs and 18 product categories. This comprehensive data set provides a robust foundation for predicting the significant impact Prime Day is expected to have on the retail sector.

References:
[1] https://www.forbes.com/sites/joanverdon/2025/07/07/amazon-prime-days-expected-to-drive-238-billion-in-us-online-sales/
[2] https://www.investing.com/news/stock-market-news/amazon-prime-day-set-to-lift-us-online-sales-to-238-billion-adobe-estimates-4124459