Amazon, Walmart Draw Bigger Crowds as Spending Shrinks

Amazon’s Prime Day and Walmart Deals overlapped for the first time in 2026, with Amazon’s promotion running June 23-26 and Walmart’s from June 22-28. The collision turned the summer sales calendar into a direct contest over price, loyalty and convenience, making it easier for shoppers to move between platforms. It also highlighted a longer-term threat: AI shopping assistants are increasingly handling product discovery, comparisons and recommendations before consumers enter either retailer’s app or website, potentially weakening the companies’ control over the path to purchase.

A PYMNTS Intelligence survey of 2,160 U.S. consumers, fielded in June 2026, estimated that 244 million people, or 93% of adults, shopped at least one event, up from 135 million in 2025. Yet average spending at Amazon fell to $308 from $360, while Walmart’s dropped to $326 from $484. Nearly three-quarters of shoppers attending both events compared prices, and 46% said price alone determined the purchase venue. AI also gained ground: 21% of participants used an assistant, and nearly three-quarters of those users bought at least one recommended product.