SEATTLE — Amazon's Prime Day 2026 concluded on Tuesday after a four-day run from July 4 to July 7, with retail analysts projecting record online spending across the United States. Adobe Analytics forecasted that US shoppers would spend more than $14 billion over the event, exceeding the previous year's total.

Amazon extended the sale to four days for the second consecutive year, with the final hours emphasizing fashion, footwear, luggage and home goods. Market researcher Numerator reported that electronics, household essentials and beauty products dominated early carts, with average order size climbing over the weekend.

Competing retailers including Walmart, Target and Best Buy ran overlapping promotions timed to Amazon's calendar, extending discounts through the same window to capture demand. Retail analysts attributed the strong performance partly to the timing immediately following the July Fourth holiday and America's 250th anniversary celebrations, which helped sustain consumer momentum.

Vivek Pandya, lead analyst at Adobe Digital Insights, previously noted that back-to-school shoppers increasingly use the July event to make early purchases. Amazon does not typically disclose exact Prime Day revenue figures, but the company said members had saved billions of dollars and that independent sellers accounted for a substantial share of items sold during the event.