Amazon Prime Day offers a glimpse into the U.S. consumer as shoppers navigate with pinched wallets

Thomas Fuller | SOPA Images | Lightrocket | Getty Images U.S. online shoppers clawed for deals on electronics, appliances, items for children and everyday essentials during Amazon.com's annual sales event Prime Day, spending more than $26.4 billion from June 23 through June 26, according to data firm Adobe Analytics. The multibillion-dollar spend marks a 9.3% year-over-year increase that retail experts attribute to high inflation and to shoppers purchasing more discretionary, long-lasting products. Adobe said that heavy discounts during the four-day Prime event drove many shoppers to purchase higher-priced items, including electronics, toys, appliances, and personal care products, suggesting retailers may need to continue offering deep discounts to move their products off shelves for the holiday season. In addition to discounts, tax refunds "could have provided a sizable tailwind to a lot of these discretionary categories," CFRA Research analyst Arun Sundaram said. Tax refunds will not be a factor for most shoppers in the fall and winter months. Tax refund amounts increased 11.1% to $3,462 in 2026, according to data from the U.S. Internal Revenue Service, giving shoppers a financial boost to help with purchases they had been holding off on, Sundaram said. …