Online retail spend in the UK has seen a huge year-on-year increase during day one of Amazon’s Prime Day event, according to Adobe Digital Insights shared with Retail Week.
On day one of Prime (June 23), spend across all online retail rose 10.6% year on year to £763m. This was said to be due to average discounts of 12% across all online retail.
The deepest discounts were across apparel at 17%, electronics at 16%, televisions at 15%, home and garden and toys at 14%, appliances at 11%, and sporting goods at 10%.
Certain items saw double or triple-digit increases in sales compared to the average spending over May in 2026, as camera sales soared 120%, smartwatches and fitness trackers grew 85%, and headphones and speakers rose 50%.
As the June heatwave continues, sales of pool equipment and related toys surged by 110%, and air conditioners rocketed by 80%.
Amazon Prime vice president Jamil Ghani said: “Prime Day is one of the biggest moments of the year for members, whether they’re looking for deals on the latest electronics or saving on fresh groceries and household essentials. The value of Prime keeps growing, and this year is no exception.”
Amazon’s Prime Day event runs from June 23 to June 26.
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