Amazon Prime Day 2026 shopping event on track to deliver UK spending record amid global football fever
Adobe’s Amazon Prime Day forecast shows that the event is set to deliver its biggest UK spending year yet, with shoppers expected to splash out £2.24 billion across the event, up 7.9% from 2025. Prime Day 2026 will take place between 23rd-26th June.
Adobe's data shows total June online spend is forecast to hit £10.39 billion, up 14.3% year-on-year, largely because Prime Day has moved from July into June this year.
With the event landing right in the middle of the 2026 World Cup, shoppers look set to use the discounts to upgrade their at-home matchday setups rather than buying everything before the tournament started.
Adobe expects strong month-on-month spending lifts across key viewing categories, including:
Streaming devices (+65%)
Projectors (+60%)
TVs (+45%),
Electronics discounts also forecast to reach up to 15%.
Prime Day also lands just ahead of the UK’s busiest period for house moves. August accounts for around 12% of annual home moves, and that timing is expected to drive demand for products people need when setting up, renovating or getting a property ready. Adobe forecasts strong growth in the following:
Power and hand tools (+120%)
Smart home items (+105%)
Home decor (+55%).
Other products expected to see a strong lift during Prime Dayinclude:
Tools (power and hand tools): +120%
Smartwatches and fitness trackers: +115%
Smart home items: +105%
Baby toys: +80%
Computers: +80%
Electric personal care appliances: +75%
Kids apparel: +70%
Home decor: +55%
Headphones and speakers: +50%
Luggage: +45%
Smartphones: +40%
Fragrance/Perfume: +40%
2026 RTIH Innovation Awards
Online retail will be a key focus area at the 2026 RTIH Innovation Awards.
The awards are now open for entries and celebrate global retail technology innovation in a fast moving omnichannel world.
Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Wednesday, 4th November.
Check out our 2025 winners here.
Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.
In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”
“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”
He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”
Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.
