Amazon Prime Day 2026 Wraps With Record Sales, AI Devices Lead
Amazon says Prime Day 2026 was its biggest ever, with Alexa Plus hardware and Kindle Scribe topping the charts.
<p>Amazon has closed Prime Day 2026 and, as it does every year, called it the largest sales event in the company's history. Independent analysts at Adobe Analytics agree the numbers are up sharply from 2025.</p>
<h2>What actually sold</h2>
<p>Alexa Plus hardware, the new voice-agent devices launched earlier this year, sat at the top of Amazon's best-seller list for two straight days. Kindle Scribe, the Fire TV Stick 4K Max and Ring doorbells rounded out the top five.</p>
<h2>Category winners</h2>
<p>Beauty and small kitchen appliances saw the biggest year-on-year growth. Fashion sales were softer, a pattern retail analysts are attributing to shopper fatigue on fast fashion.</p>
<h2>Third-party sellers</h2>
<p>Amazon says small and medium businesses on its marketplace collectively sold more items than in any previous Prime Day. That matters because those merchants make up more than 60% of items sold on the platform.</p>
<h2>What comes next</h2>
<p>Retail analysts expect Walmart, Target and Best Buy to run counter-promotions through the end of July. If you missed the deals, most competitor sales run for another week.</p>
