What happened: Amazon says its two-day Prime Day event was its biggest ever, with the first 24 hours hailed as the "single largest sales day in company history." What the numbers say: U.S. online sales during Prime Day surged by 6.1% to reach $12.7B, as reported by Adobe Analytics. While these results set a new record, they fell short of the 9.5% growth expected by Adobe. Details: Amazon said shoppers purchased more than 375 million items over the course of Tuesday and Wednesday, compared to 300 million last year. Notably, appliances, electronics, apparel, and office supplies saw significant sales boosts. Numerator data also revealed that the average order size was $54.05, up from $52.26 during last year's Prime Day event. New trends: Smartphones accounted for 44.8% of sales on the second day, showing an increase from 41.5% the previous year. Buy Now Pay Later (BNPL) was used in 6.5% of orders, driving $927M in revenue, which represents a 20% year-over-year increase.
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