Consumer Behavior

Adobe projects record $14B spent on Amazon Prime Day event

Photo: dennizn - stock.adobe.com

July 15, 2024

Adobe predicts a record-setting $14 billion spend for Amazon's two-day annual Prime Day event.

The research firm's online shopping forecast also projects growth in the buy now, pay later payment option, according to a press release. This year's Prime Day is Amazon's tenth.

If sales hit $14 billion it will represent a 10.5% growth year over year compared to Prime Day in 2023.

The first day of the sales event, happening July 16, will drive $7.1 billion and day two will drive $6.9 billion, according to the release.

The spend growth is tied to expected steeper discounts, according to the release. Another factor is strong back-to-school shopping.