Although Amazon will drive the majority (59%) of ecommerce sales during Prime Day, 2024 will mark the third consecutive year with a decrease in share and the second of slowing YoY growth. The cooling trends suggest that US shoppers may be reaching a saturation point in their willingness to spend significantly more during the retailer’s tentpole event.

US shoppers will spend nearly $14 billion online during Amazon Prime Day 2024

Total US ecommerce spending will increase by 5.9% during Prime Day 2024. At more than $8 billion, Amazon sales will comprise over 59% of total ecommerce spend during the event. But Amazon’s Prime Day sales will grow at a slower pace YoY than its total ecommerce sales, and the company’s market share during the event is set to decline (slightly) for the third consecutive year.

For more on Amazon Prime Day, US, look out for our upcoming forecast.