AMAZON PRIME DAY OFFERS A GLIMPSE INTO THE US CONSUMER AS SHOPPERS NAVIGATE WITH PINCHED WALLETS

Summary from the TLDR Marketing newsletter

Prime Day data points to a cautious US consumer who's still spending, but only when discounts and timing align. Total online spend hit $26.4B, up 9.3% year over year, driven by heavier promotions and shoppers trading up into electronics, appliances, and essentials they already planned to buy. Tax refunds and back-to-school prep added short-term demand, but most behavior reflects budget stretching rather than new spending power. Discounts stayed roughly flat versus last year, yet shoppers still waited for deals and kept basket sizes smaller.