Retailers raked in $7. 9 billion in online sales during the first 24 hours of Prime Day, an increase of nearly 10% year over year, according to Adobe Analytics.
Amazon is hosting its longest-running Prime Day sales event this year, while other retailers have responded with competing sales.
The event is landing as consumers and es remain rattled by President Donald Trump's unpredictable tariff policies.
In this articleAMZN your favorite stocksCREATE FREE ACCOUNTA worker s packages on Amazon Prime Day in New York on July 8, 2025. Klaus Galiano | Bloomberg | Getty ImagesU. Online sales jumped 9.
9% year over year to $7. 9 billion on Tuesday, the kickoff of Amazon's Prime Day megasale, according to Adobe Analytics.
At that level, it marks the "single biggest e-commerce day so far this year," Adobe said. It also eclipsed total online spending during Thanksgiving last year, when sales on the holiday reached $6.
Amazon's Prime Day bargain blitz began on Tuesday and lasts through Friday. The event, first launched in 2015 as a way to hook new Prime members, has pushed other retailers to launch countergramming.
Walmart's six-day deals event also started Tuesday, while Target Circle Week kicked off on Sunday and Best Buy launched a Black Friday in July motion that began Monday.
And outdoor goods showed signs of strong demand during the first day of Amazon's discount event, said Kashif Zafar, CEO of Xnurta, an advertising platform that serves more than 20,000 online es.
Read more CNBC Amazon coverageAmazon lays off 100 employees in devices and services unitAmazon's Zoox robotaxi unit issues software recall after recent Las Vegas crashJeff Bezos discloses plan to sell up to $4.
8 billion in Amazon stockAmazon CEO 'optimistic' company could emerge from tariff uncertainty strongerOther historically well-performing such as beauty and household essentials saw softer demand early on, but could see demand pick up as Prime Day continues, he added.
"Early Prime Day numbers might look soft compared to last year's surge, but it's too early to call the event a miss," Zafar said in an.
"With four days instead of two, we're seeing a different rhythm, consumers are spreading out their purchases. "Adobe expects online sales to reach $23.
8 billion across all retailers during the 96-hour event, a level that's "equivalent to two Black Fridays. Online shoppers spent $14.
2 billion during the 48-hour Prime Day event last year, according to Adobe.
This year's Prime Day is landing at an uncertain time for retailers and consumers as they grapple with the fallout of President Donald Trump's unpredictable tariff policies.
Consumer confidence worsened in June after imving in May as Americans remained concerned the tariffs' effect on the economy and prices, according to the Conference Board.
Amazon CEO Andy Jassy said last month the company hasn't seen prices "appreciably go up" on its site as a result of tariffs.
Some third-party sellers previously told CNBC they were considering raising or had already raised the price of some of their ducts manufactured in China as the cost of tariffs became burdensome.
Don’t miss these insights from CNBC Morgan Stanley says buy these five stocks that are set to rallyAmazon s form 'golden cross' as Prime Day kicks offInvestors expect bitcoin to break out to new records in the second half from a consolidation phaseGoldman Sachs says these buy-rated stocks offer solid dividends.