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Amazon and Walmart's summer sales drew more shoppers but saw lower average spending per customer.

Market News
23 Jul 2026
PYMNTS
View Source
Bearish
pluang ai news

Amazon and Walmart held overlapping summer sales that attracted 93% of U.S. adult shoppers, up from 135 million the previous year. However, average spending per customer dropped significantly at both retailers, with Amazon's average falling from $360 to $308 and Walmart's from $484 to $326. This shows that while the events expanded the customer base, they compressed the value of each shopper, as many consumers compared prices in real time and chose deals primarily based on price rather than loyalty. Additionally, AI tools are increasingly influencing purchase decisions upstream, potentially reducing retailers' control over product discovery. The retail calendar is shifting toward continuous demand management rather than isolated sales events, making profitability and customer loyalty more critical than just reach and participation.

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