U.S. online shoppers shelled out $7.9 billion across all retailers on the first day of Amazon's four-day Prime Day sale, up nearly 10% from last year, per Adobe data.Why it matters: Prime Day is more than just a summer shopping event — it's a pulse check on U.

Every year, Amazon holds a “record” Prime Day, and every year the company boasts about the performance of the annual sales event in a press release. The self-congratulatory announcement isn’t exactly absurd—given its size, any year-over-year growth is noteworthy.

Sales are like a sugar addiction for consumers. Instead of chasing promotions, look for strategies to reduce your spending.

The retail giants are turning July’s sales window into a high-cost, unavoidable battleground where brands have to plan carefully to stay visible.

Independent businesses that sell goods through Amazon account for more than 60% of the company’s retail sales. Some third-party sellers are expected to sit out Prime Day and not offer discounts to preserve their profit margins during the ongoing tariff uncertainty, analysts said.

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The officially licensed tabletop game that turns building Lego into a fast-paced strategy game is also featured in Target's Circle Week sale.

July has historically been a slower month for retailers, but families have begun school shopping earlier in recent years, analysts said.