Amazon Prime Day 2026, By the Numbers
Prime Day ran June 23–26 this year. The figures below come from Subtotal's consumer panel: real purchase data on what shoppers bought during the event.
The panel
The panel consists of opt-in U.S. shoppers who connected their Amazon accounts through Subtotal and consented to share their purchase history. It is not a representative sample of all Amazon shoppers. Every figure reflects verified, itemized transactions observed directly, not surveys, estimates, or modeled data.
All figures below are drawn from this panel, cover connected Amazon accounts only, exclude test and simulated data, and are de-duplicated to one record per purchase.
Purchase activity
Prime Day covered June 23 to 26, 2026. The baseline was the matched prior weekdays, June 16 to 19, 2026. Both windows ran Tuesday through Friday (four days each), so the comparison controlled for day-of-week effects.
| Metric | Baseline | Prime Day | % Change |
|---|---|---|---|
| Orders per day (avg) | 1,117 | 2,235 | +100.1% |
| Spend per day (avg) | $41,981 | $117,883 | +180.8% |
| Total orders | 4,467 | 8,939 | +100.1% |
| Total spend | $167,922 | $471,532 | +180.8% |
The busiest day was June 23, with 2,611 orders and $153,017 in spend.
Order value & baskets
| Metric | Baseline | Prime Day | Change |
|---|---|---|---|
| Average order value (mean) | $37.59 | $52.75 | +40% |
| Median order value | $23.39 | $27.02 | +16% |
| Single-item orders | 68% | 62% | −6 pts |
| Total items (units) | 8,052 | 19,449 | +142% |
Average order value rose more than the median, indicating the increase was driven partly by a smaller share of higher-value orders.
Top categories
The 10 categories with the most Prime Day spend, with units and the change in spend versus the baseline.
| # | Category | Units | Spend (USD) | Spend change |
|---|---|---|---|---|
| 1 | Electronics | 1,163 | $83,840 | +438% |
| 2 | Clothing | 2,399 | $54,857 | +132% |
| 3 | Household | 1,385 | $33,691 | +231% |
| 4 | Health | 1,356 | $30,456 | +147% |
| 5 | Sport & outdoor | 643 | $28,413 | +174% |
| 6 | Skincare | 1,136 | $20,448 | +348% |
| 7 | Pet | 694 | $15,785 | +75% |
| 8 | Toy & game | 652 | $15,557 | +195% |
| 9 | Personal care | 880 | $14,153 | +195% |
| 10 | Media | 576 | $13,075 | +83% |
Electronics and Skincare posted the largest spend increases in the top 10, up 438% and 348% versus baseline.
“Spend change” is the change in category spend versus the matched baseline (June 16 to 19). A separate “Other / unmapped” bucket, holding items not yet matched to a catalog category, leads on spend but is excluded from this ranking.
Most popular items (by units)
The items bought in the greatest quantity during Prime Day.
| # | Item | Units |
|---|---|---|
| 1 | Stanley IceFlow Insulated Tumbler | 20 |
| 2 | 365 / Whole Foods Organic Applesauce Pouches | 17 |
| 3 | Lavazza Super Crema Whole Bean Coffee | 16 |
| 4 | Medicube Zero Pore Toner Pads | 14 |
| 5 | Liquid Death Iced Tea (Variety Pack) | 14 |
| 6 | Celsius Energy Drink Mix | 14 |
| 7 | Dawn Powerwash Dish Spray | 12 |
Big ticket items
The most expensive individual items in the purchases we observed.
| # | Item | Item price |
|---|---|---|
| 1 | Acer Nitro 16 gaming laptop | $1,880 |
| 2 | Apple MacBook Air 15" (M5) | $1,550 |
| 3 | LG 45" OLED gaming monitor | $1,338 |
| 4 | Seagate IronWolf 32TB drive | $1,160 |
| 5 | Apple MacBook Air 13" (M5) | $1,149 |
| 6 | Roborock robot vacuum | $885 |
| 7 | Breville Barista Touch espresso machine | $750 |
Notes & methodology
- Population. Subtotal's consumer panel of opted-in U.S. shoppers who connected their Amazon accounts. Members join via Subtotal's brand partners; the panel is consistent and opted-in, not nationally representative.
- Windows. Prime Day = June 23–26, 2026 (Tue–Fri). Baseline = the matched prior weekdays, June 16–19, 2026 (Tue–Fri), to control for day-of-week effects.
- Measurement. Full observed population for the window (not a sample of the panel), de-duplicated to one record per purchase. Amazon records dates without a timestamp, so days are calendar dates as reported by the retailer. Test and simulated data excluded.
- Same-panel comparison. Restricting to consumers active in both windows yielded the same direction and magnitude of change, so the movement reflected behavior rather than a change in panel size.
- Freshness. Data as of July 2, 2026. Recent collection lags real purchases slightly, so late-arriving records may nudge figures upward.
Source: Subtotal consumer purchase panel. Cite as: Subtotal, “Amazon Prime Day 2026, By the Numbers,” July 2026. Contact: data@subtotal.com
Amazon, Prime, Prime Day, and their associated logos are trademarks of Amazon.com, Inc. or its affiliates. Subtotal is not affiliated with, endorsed by, or sponsored by Amazon.
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