What drove Amazon Prime Day sales growth by 9.3% (data source: Adobe) this year
By Laura Meyer · June 30, 2026 · Curated by George's Blog
What drove Amazon Prime Day sales growth by 9.3% (data source: Adobe) this year?
Women's wallets.
According to Numerator, 77% of Prime Day shoppers were women. Not because they were the end user of every product, Beauty & Skincare was only the fourth-largest category, but because they're often the household decision-maker.
Whether it's for their significant other, kids, pets, or the garage, they're deciding what actually gets bought.
Envision Horizons myHorizons data shows this story.
• Conversion Rate: +19% YoY
• Sessions: -8% YoY
• Orders: +10% YoY
The data is clear... shoppers didn't come to browse, they came to buy. Traffic on PDPs was down, but conversion soared. Consumers planned their carts weeks in advance, waited for the discounts to go live, and stocked up on essentials. That's why dish soap and trash bags topped the charts, while fewer than 3% of orders exceeded $200.
Prime Day is becoming less about impulse purchases and more about planned household spending to counter inflation.
Next week, Envision Horizons will release our full 2026 Prime Day Report, where we'll break down the biggest portfolio trends, advertising insights, category winners and losers, and our predictions for where Prime Day goes from here.
If you want the hot takes, not just the headlines, register for our webinar below.
#AmazonPrimeDay #AmazonPrime