Amazon’s Prime Day has once again reshaped the landscape of U.S. online shopping, driving a remarkable $14.2 billion in sales over its 48-hour span. According to Adobe Inc., this represents an 11% increase from last year, affirming the event’s significant impact on e-commerce.

Discounts played a crucial role, encouraging consumers to upgrade electronics, refresh wardrobes, and bring new appliances home. Adobe, which tracks spending trends, highlighted that Prime Day’s appeal fuels shoppers to make more substantial purchases across various categories. Vivek Pandya of Adobe observed, “It’s clear now that the Prime Day event has been a catalyst across these major categories.”

Amazon’s success also triggers competitive actions from other retailers, compelling consumers to engage in comparison shopping. This competitive environment helped Amazon secure about 60% of all digital spending during Prime Day, significantly higher than the typical 40% share.

Even with the average household spending dipping slightly to $152, popular items like Amazon’s Fire TV Stick and Glad trash bags saw surges in sales, notes market research firm Numerator. EMarketer anticipated a solid $8.2 billion in sales for Amazon alone, reflecting a 5.5% growth from last year.

The retail behemoth’s strategy includes expanding its Prime membership base—now at 180 million in the U.S.—by offering enticing deals and exclusive benefits. Since its inception in 2015, Prime Day has evolved into a cornerstone event, effectively driving consumer loyalty ahead of the holiday season.

In summary, Amazon Prime Day’s success is a testimony to the power of strategic discounting and market adaptability, reinforcing Amazon’s dominance in the online retail sphere.