Amazon Prime Day boosts online consumption in the US by 30.3%. Consumers stock up on household essentials.

According to Adobe's data, Amazon's Prime Day promotion drove online retail sales in the United States to increase by 30.3%, reaching $24.1 billion, exceeding its expected growth of 28.4% by July 11. In order to give shoppers more time to browse the millions of discounted items on its website, Amazon extended Prime Day from two days to four days this year. However, this strategy also has its drawbacks: due to trade conflicts sparked by U.S. President Trump, consumers are already cautious and choosing to wait and not immediately click to purchase items they add to their cart. Additionally, many shoppers are not splurging on expensive electronics or luxury items, but are instead stocking up on household essentials like detergent and paper plates during the promotion. Data collected by research company Numerator from over 50,000 household samples shows that two-thirds of purchased items have a price lower than $20, with the average household spending being $156.