Amazon Braces for $26.3B Prime Day Sales and Union Bargaining Ruling

AMZN•2026-06-23

Adobe forecasts $26.3 billion in US Prime Day spending during the four-day sale ending June 26, with over 70% of shoppers requiring at least 30% discounts. A labor board judge ruled Amazon must collectively bargain with San Francisco warehouse workers under the Cemex precedent, a decision the company plans to appeal.

1. Prime Day Sales Forecast

Retail analytics project $26.3 billion in US online spending on Amazon during the four-day Prime Day sale ending June 26, a 9% year-over-year increase as over 70% of shoppers demand discounts of at least 30%. Electronics and apparel sellers are preparing average markdowns around 23%, with back-to-school apparel expected to lead deals.

2. Labor Board Ruling

A US labor board judge ruled Amazon must recognize and collectively bargain with warehouse workers at a San Francisco delivery center, invoking the Biden-era Cemex precedent after majority union support in 2024. Amazon plans to appeal the decision, which could be reviewed by the NLRB in Washington and set a wider labor-policy precedent.