Amazon’s annual two-day Prime Day event in July has become the largest online shopping event of the year outside of Cyber Week and 2024 proven to be no exception. Consumers spent a whopping $14.2 billion online over the two-day period — $7.2 billion on day 1 and $7.0 billion on day 2. Those totals are nearly 3x the average daily spend YTD and over 50% more than the year’s next highest selling day — Memorial Day.
The $14.2 billion spent during Prime Day 2024 represents an 11% increase over 2023, when consumers spent $12.7 billion — the strongest growth Prime Day has seen since 2020. The 11% increase from January to June 2024 surpassed the 7.4% growth Prime Day saw from the same period in 2023 — indicating that customers are increasingly receptive to Prime Day’s discounts.
This Prime Day, consumers embraced shopping on smaller screens, with mobile devices driving nearly half (49.2%) of online purchases, well up from the 47.6% Jan.-Jun. average (and 45.0% weekday average). Over the two days, consumers spent a total of $7 billion on mobile devices, an 18.6% increase over 2023. Buy Now, Pay Later spend surged as well. For the two-day period Buy Now, Pay Later spend reached $1.08 billion — a 16.4% increase over Prime Day 2023.
Adobe Digital Insights has been a leader in tracking the digital economy since 2013. Adobe Digital Insights offers the most comprehensive analysis of its kind based on trillions of visits and billions of transactions across the web. With the breadth and depth of our data, we are uniquely positioned to understand the economy, customer journeys and use of creative AI.
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