Amazon Prime Day boosts sales for retail rivals, early data shows

Amazon’s “Prime Day” promotion typically yields a massive return for the e-commerce giant, but early data suggests that retail rivals are also benefitting from the summer shopping rush.

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Large U.S. retailers, classified as companies with $1 billion or more in annual sales, experienced a 64 percent spike in e-commerce compared to a typical Monday, according to Adobe Analytics. That figure marks an increase compared to last year’s Prime Day, where retailers of the same size saw a 54 percent bump. Niche retailers, defined as companies with $5 million or less in annual sales, saw a 30 percent increase on Monday.

Overall, top U.S. retailers, including Amazon, have generated $2 billion in e-commerce spending during the Prime Day promotion, which began early Monday morning, Adobe said. This year’s event marks the third time outside the holiday season that U.S. e-commerce spending topped the $2 billion threshold, with retailers previously accomplishing the feat over Memorial Day 2019 and Labor Day 2018.

Amazon expanded its “Prime Day” promotion to 48 hours this year, up from a 36-hour window in 2018. Last year’s “Prime Day” was Amazon’s “biggest in history,” as Prime members purchased more than 100 million items on the platform, the company said.

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Several of Amazon’s retail rivals, including Walmart, Target and eBay, are holding their own sales promotions alongside “Prime Day.” EBay is touting a “crash sale,” with discounts planned for many items if Amazon’s site goes down during the event, as it briefly did in 2018.

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Adobe measures sales data from 80 of the top 100 U.S. online retailers, including Amazon and Walmart.