Amazon’s Prime Day kickoff was the biggest online shopping day of 2026

The first day of Amazon’s Prime Day sales event is in the books, and the early numbers look promising.

Adobe reported that June 23 (Tuesday) became the biggest online shopping day of 2026 in the US. Shoppers spent $8.3 billion with retailers online, a 5.3% jump over the first day of Prime Day last year.

Spending is already tracking ahead of Adobe’s forecast of $26.3 billion across the four-day event, which would mark a 9% increase from last July’s Prime Day. Big-box retailers—including Walmart, Target, and Best Buy—are all stretching out their sales events alongside the early and extended version of Prime Day.

“I’m seeing Amazon sellers already breaking last year’s Prime Day record,” Jon Elder, CEO and founder at Black Label Advisor, wrote in a LinkedIn post. “This one is going to be historic. Stop listening to the haters online.”

Shoppers went big across the board. Sales for electronics more than doubled versus a typical June day (up 105%), Adobe data showed. Orders for appliances jumped 95% on Tuesday, and consumer spending for tools and home improvement rose 75%. Meanwhile, demand for home and garden equipment spiked 65%.

Everyday essentials, like always, saw a serious bump, too, as orders for personal care items like shampoo, oral care, and antiperspirants surged 130%, while demand for grocery staples like trash bags, detergents, and paper products rose 65%, per Adobe.

Parents stocked up on strollers with a massive spike of 220%, car seats jumped 140%, orders for formula rose 90%, and diapers and wipes jumped 85%. Orders for school supplies (up 140%), smartwatches (up 130%), and exercise equipment (up 125%) were also significant.