Amazon prepares for record spending during Prime Day

Spending during three-day bonanza expected to reach €23bn

Life

Image: Amazon

Online spending is expected to reach an all-time high of $26.3 billion (€23 billion) during Amazon’s 12th annual Prime Day event. According to data from Adobe, this represents a 9% increase compared to last July’s sale. Due to rising fuel costs, many customers are expected to prioritise discounts on household essentials and clothing for the upcoming school year.

This shopping phenomenon extends beyond Amazon, as US competitors such as Target and Walmart are launching promotions at the same time. This situation stimulates a competitive hunt for the best prices, which benefits multiple platforms.

Research by marketing agency Tinuiti shows that nearly 60% of Prime Day participants will also visit Walmart’s website, while around 35% will browse at Target.

Since its launch in 2015, Prime Day has served as an important catalyst for Amazon to increase its membership base.

This event allows the company to strengthen customer loyalty and capture a larger market share in the run-up to the busy winter holiday season.

Recent data from Consumer Intelligence Research Partners shows that the number of US Prime members had grown to around 201 million in March, a year-on-year increase of 3%. EMarketer Inc. therefore predicts that Amazon will account for around 60% of all digital spending in the US during this period, the highest share the company has achieved since 2019.

The four-day spectacle, scheduled from 23-26 June 2026, is reserved exclusively for active Prime members. During the event, extensive discounts will be offered in various sectors, including electronics, cosmetics, clothing and groceries. Annual Prime membership in Ireland costs just under €70.

Business AM

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