American consumers are increasingly buying their groceries online, and many took advantage of the recent Amazon Prime Day event to stock up on seafood and other groceries.
U.S. online grocery sales by value spiked 27.6 percent to USD 9.8 billion (EUR 8.5 billion) in June compared to the same month in 2024, according to a recent Brick Meets Click Grocery Shopper Survey.
“June’s strong results signal that this sustained surge in e-grocery sales, particularly in delivery, is likely to continue because delivery is now effectively free for many users,” Brick Meets Click Partner David Bishop said.
Ship-to-home grocery delivery sales surged 33 percent in June, and pickup sales rose nearly 25 percent.
U.S. consumers seeking value also took advantage of the Amazon Prime Day sales event this year, which took place 8 to 11 July. Fifteen percent of shoppers surveyed said they purchased groceries during the first two days, compared to 13 percent who purchased groceries during the Prime Day event last year, which only lasted two days, according to Numerator data reported by Supermarket News.
“This year's Prime Day event was shaped by a variety of forces, including ongoing economic pressures and a new four-day format. We saw a shift in shopping behaviors as consumers prioritized lower-priced everyday essentials over big-ticket purchases,” Numerator Analyst Amanda Schoenbauer said in a press release, explaining that best-sellers during this year’s event included practical items like beverages, dish soap, and paper products. “This back-to-basics trend reflects the cautious spending mindset we're hearing from consumers in response to today's economic environment.”
McKinleyville, California, U.S.A.-based canned and packaged seafood firm Wild Planet Foods, Pacific Grove, California, U.S.A.-based Fishwife, and other seafood firms participated in this year’s event by offering discounts on their wide array of products.
Though Amazon’s event drew in a large swathe of U.S. consumers, it is not the only retailer benefiting from increased online grocery sales, as traditional supermarkets continue to face escalating competition from Walmart.
Brick Meets Click found that one in four U.S. households that ordered online from a supermarket service also ordered from Walmart during June 2025.
“This cross-shopping metric between supermarkets and Walmart has risen every June since 2020, when Brick Meets Click began measuring and monitoring this shopping indicator,” the research firm said.
