IBUY expands online-retail exposure amid Prime Day surge

Prime Day runs June 23-26 and has prompted broad discounting across online merchants, drawing increased consumer traffic to the sector. Adobe Analytics estimated about $24.1 billion in online sales during the period that included Prime Day 2025.

The Amplify Online Retail ETF (IBUY) holds a diversified mix of companies that generate significant revenue from online retailing. The fund’s portfolio includes pure-play e-commerce names and larger retailers with substantial online operations; Amazon represented roughly a 2% weight in the fund on June 24.

Named holdings in IBUY include Wayfair, Etsy and Bed Bath & Beyond among other global online retail businesses. IBUY tracks the EQM Online Retail Index, which targets companies with sizable online retail revenue.

On March 31, 2026, about 74% of IBUY’s portfolio was invested in U.S.-listed securities, with the remainder allocated to international markets. The fund’s construction spreads exposure across a range of online retail companies rather than concentrating in a single stock.

IBUY is structured as an exchange-traded fund that seeks to reflect the performance of its underlying index. VettaFi is the index provider for IBUY and receives a licensing fee for the index.

Retailers beyond Amazon commonly run competing promotions during the Prime Day window. Market participants monitor such promotional periods for short-term sales increases and to assess consumer demand for online shopping.

Analytics firms and company reports typically publish sales and traffic figures after the event, which will provide data on how online retailers performed during the Prime Day sales window.