U.S. sales during this year’s Amazon's Prime Day rose 6.1% to $12.7bn, as consumers continue to hunt for discounts, according to Adobe Analytics. The Prime Day event was held July 11-12.
Prime members bought more than 375 million items worldwide and saved more than $2.5bn on several deals, making it the biggest Prime Day event ever.
Shoppers spent $6.3bn on the second day of the sale as discounts on products such as toys and appliances drew in customers who have otherwise cut their non-essential purchases due to rising prices. The second day saw an increase in sales of back-to-school items including stationery and office supplies, according to Vivek Pandya, lead analyst at Adobe Digital Insights.
"The numbers came in the range that we anticipated," Pandya said. Online sales on July 12 for appliances were up 52% compared to average daily sales in June, while apparel was up 24% and stationery and office supplies were up 76%.
Average order size rose to $54.05 from $52.26 last year during the two-day event, according to the data firm Numerator. Adobe reported U.S. online sales during the first day jumped 6% to $6.4bn from a year ago.