Retailers log $7.9 billion in online sales in first 24 hours of Prime Day
At that level, it marks the "single biggest e-commerce day so far this year," Adobe said. It also eclipsed total online spending during Thanksgiving last year, when sales on the holiday reached $6.1 billion.
Amazon's Prime Day bargain blitz began on Tuesday and lasts through Friday. The event, first launched in 2015 as a way to hook new Prime members, has pushed other retailers to launch counterprogramming.
Walmart's six-day deals event also started Tuesday, while Target Circle Week kicked off on Sunday and Best Buy launched a Black Friday in July promotion that began on Monday.
Home and outdoor goods showed signs of strong demand during the first day of Amazon's discount event, said Kashif Zafar, CEO of Xnurta, an advertising platform that serves more than 20,000 online businesses.
Other historically well-performing categories like beauty and household essentials saw softer demand early on, but could see demand pick up as Prime Day continues, he added.
"Early Prime Day numbers might look soft compared to last year's surge, but it's too early to call the event a miss," Zafar said in an email. "With four days instead of two, we're seeing a different rhythm, consumers are spreading out their purchases."
Adobe expects online sales to reach $23.8 billion across all retailers during the 96-hour event, a level that's "equivalent to two Black Fridays."
U.S. online shoppers spent $14.2 billion during the 48-hour Prime Day event last year, according to Adobe.
This year's Prime Day is landing at an uncertain time for retailers and consumers as they grapple with the fallout of President Donald Trump's unpredictable tariff policies.
U.S. consumer confidence worsened in June after improving in May as Americans remained concerned about the tariffs' impact on the economy and prices, according to the Conference Board.
Amazon CEO Andy Jassy said last month the company hasn't seen prices "appreciably go up" on its site as a result of tariffs.
Some third-party sellers previously told CNBC they were considering raising or had already raised the price of some of their products manufactured in China as the cost of tariffs became burdensome.
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