Amazon Prime Day 2026, running from June 23 to 26, is expected to generate sales of about $26.3 billion, up 9% versus the promotional event last year, with about $15.5 billion occurring in the first two of the four event dates, according to Adobe for Business.
Among the Amazon product categories it tracks, Adobe expects an 18% peak average discount in appliances, up from 17% in 2025; and a 15% average peak discount in furniture, down from 18% last year. Vacuum cleaners should see a 150% boost in spending during Prime Day 2026, making it number eight and the only housewares segment in the top 10 gainers, Adobe predicted.
In part because of Prime Day, and corresponding retail promotional events by other retailers, Adobe anticipates second-quarter U.S. online spend to reach $301.4 billion, up 11.9% year over year from $269.3 billion. As such, according to Adobe, the 2026 period should be the first $300 billion spend quarter outside of the holiday season.
