Amazon, with more Prime users than ever, will top $8 billion in US Prime Day sales

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Key stat: Nearly 175 million adults in the US will use Amazon Prime this year, making up 65.9% of the US adult population, according to our forecast.

Beyond the chart:

  • Prime Day sales are expected to rise by 10.0% to $8.03 billion in the US this year, per our forecast.
  • The retail holiday is a big deal for competitors, too, with Walmart, Target, and Best Buy all hosting rival events.
  • But Amazon will capture almost 60% of US ecommerce sales that take place during Prime Day this week.

Use this chart:

  • Determine how many of your customers shop with Prime.
  • Prepare for future retail holidays, including other Amazon events.

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Methodology: Estimates are based on the analysis of survey and web traffic data from other research firms, historical consumer adoption trends, and demographic adoption trends.