Amazon and Walmart's Summer Sales Showdown: Who Won?
The first-ever overlap between Amazon Prime Day and Walmart Deals in June 2026 drew millions of additional consumers into the market, but it also led to a decline in average spending per shopper at both retailers.
A report by PYMNTS Intelligence found that 64% of U.S. consumers shopped at least one of the two sales events in 2026, compared to 33% who participated in either event in 2025.
Older consumers, including baby boomers and seniors, increased their participation by 120% at Amazon and 263% at Walmart, while millennials' spending declined 26% at Amazon and 35% at Walmart.
The overlap also gave shoppers more opportunities to compare prices between the two retailers, with 74% of consumers who participated in both events checking prices between Amazon and Walmart.