Amazon Prime Day spend in the UK hit a record £633m on its first day (16 July), representing the highest ever daily ecommerce spend for the event.
The figure marked a 9.1% rise compared to sales on the first day of the retail giant’s event last year, which came in at £581m.
The spend also represented the biggest online shopping day of the year so far, according to Adobe Analytics.
Amazon product categories that witnessed an uptick in sales included electronics, apparel, and personal care.
Electronics saw the steepest discounts at 18% on average, while appliances experienced the lowest at 8%, the company reported.
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Spend using buy now pay later (BNPL) schemes on Amazon was also up 4.7% from last year, hitting £93.7m.
Adobe Digital Insights lead analyst Vivek Pandya said: “Prime Day has once again proven to be the biggest online shopping event for the UK market with the first 24-hours of the industry-wide sale seeing near double-digit growth and setting a new record for a Prime Day event.
“Consumers seized the opportunity to buy, while competitive discounts across multiple categories helped them to save and maximise the value of their spending.”
He continued: “This acceleration in spend is in-line with what we’ve observed during recent bank holiday and other sales events through 2024, only to a much greater degree.”
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