Record $14.2 billion in U.S. online sales during Amazon Prime Day.

• During Amazon's two-day Prime event, U.S. shoppers spent a record $14.2 billion online, representing an 11% increase compared to the previous year, according to Adobe Analytics data.
• Consumer electronics and back-to-school products were among the top categories.
• Though Amazon didn't reveal specific figures, it boasted "record-breaking" Prime Day sales.

During Amazon's 48-hour Prime Day event, online spending in the U.S. increased by 11% year over year to $14.2 billion, surpassing expectations and establishing a new record, according to Adobe Analytics.

This year, consumers purchased new tablets, TVs, and Bluetooth speakers in large quantities during the back-to-school shopping season, according to Adobe. In contrast, last year, shoppers took advantage of the discount event to stockpile household essentials like pantry staples and office supplies, as they were concerned about inflation.

Adobe monitors online spending by U.S. shoppers during the two-day Amazon Prime Day event, which has boosted sales for other retailers.

On Thursday, Amazon announced that it experienced "record-breaking" revenue during Prime Day, although it did not reveal the total sales generated from the event. The company highlighted its Rufus shopping assistant, which utilizes generative artificial intelligence to suggest products and provide order updates, stating that the tool assisted millions of shoppers in browsing the site. Amazon made Rufus accessible to all U.S. users last week after testing it with a select group of shoppers.

According to the numerator, which monitored purchases across over 35,500 households, the average order size increased this year to $57.97 from $54.05 during the previous event. The top categories included Amazon-branded Fire TV sticks, Premier protein shakes, and Liquid IV packets, while home goods and household essentials, as well as apparel and shoes, were also popular among shoppers.

According to Numerator analyst Amanda Schoenbauer, there was a decrease in the number of big-ticket items purchased by shoppers during the sale, as well as a decrease in the number of participants who placed multiple orders, indicating a shift towards more conscious shopping and a preference for saving over splurging.

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