Adobe: Prime Day drives $7.9 billion in first-day online spend

Dan Berthiaume

7/9/2025

Amazon Prime Box

Adobe reports strong sales growth for the first day of Prime Day.

Adobe analysis shows consumers increased their online Prime Day spending almost 10% year-over-year during the first day of the sales extravaganza.

U.S. retailers generated $7.9 billion in online spend on Tuesday, July 8, the first day of the four-day 2025 edition of Amazon Prime Day. This represents 9.9% growth year-over-year and is the biggest single day of e-commerce for U.S. retailers so far in 2025.

The $7.9 billion figure also surpasses the $6.1 billion Adobe recorded U.S. retailers driving in online sales during Thanksgiving Day 2024. Based on strong first-day performance, Adobe is reaffirming its previous forecast of U.S. retailers driving a record $23.8 billion in online spend from July 8 to 11, representing 28.4% growth year-over-year and $9.6 billion more than the comparable period in 2024.

[READ MORE: Adobe predicts almost $24 billion in four-day Prime Day sales]

This is equivalent to two Black Fridays, which drove $10.8 billion in online spend during the 2024 holiday shopping season. Adobe’s findings are more positive than those of Numerator, which found that as of 4 p.m. ET on Tuesday, July 8,, the average order size was $58.37, down approximately 1.7% year-over-year from $59.78; and average household spend dropped 3.6% to roughly $106.41 from $110.4 the prior year.

Other Adobe findings

Slightly more than half (50.2%) of July 8 U.S. online sales came through a mobile device, contributing $4 billion in online spend.

Top categories included appliances (up 135% compared to average daily sales in June 2025), electronics (up 95%), tools & home improvement (up 85%), home & garden (up 75%), furniture (up 55%), apparel (up 45%), and toys (up 35%).

Top products included kids' apparel (up 305%), home security products (up 260%), refrigerators & freezers (up 200%), computers (up 180%), vacuum cleaners (up 175%), and headphones & speakers (up 155%).

Spend was up 190% for school supplies (backpacks, lunchboxes, stationery) – and up 105% for dorm essentials (twin/full mattresses, microwaves, mini fridges, bedroom linens).

Generative AI traffic to U.S. retail sites (measured by shoppers clicking on a link) increased by 4,100% year-over-year.

Buy now, pay later orders accounted for 6.4% of online orders and drove $613.4 million in revenue, up 13.6% year-over-year.

Paid search remained the top driver of retail sales (28.1% share, up 1.8% year-over-year). Affiliates and partners—which includes social media influencers—saw stronger growth (19.8% share, up 3.7% year-over-year), as did social networks, which saw the greatest lift on Tuesday (3.2% share, up 10.3% year-over-year).

Influencers converted shoppers (individuals making a purchase after seeing influencer content) nine times more than social networks overall.

Adobe predicts that spending during the Prime Day event will be driven by net-new demand, as opposed to higher prices. The Adobe Digital Price Index, which tracks online prices across 18 product categories, shows that e-commerce prices have fallen for 34 months — down 2.1% year-over-year in June 2025. Adobe’s numbers are not adjusted for inflation, but if online inflation were factored in, there would be higher growth in topline consumer spend.