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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.

More like this:

• Amazon Prime Day 2023 (Insider Intelligence subscription required)
• Consumer electronics make a comeback and other Prime Day predictions
• Which Amazon ad types snag the most marketing dollars worldwide?
• Amazon Prime Day is a bellwether for the 2023 holiday season

More Chart of the Day:

• 7/7 - Gen Z’s mind over matter
• 7/6 - Beauty on a budget
• 7/5 - Making ad-justments
• 7/3 - Summer inflation
• 6/30 - CTV gains on mobile

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.