Rival retailers including Walmart WMT.N, Best Buy BBY.N, and Target TGT.N are also providing greater discounts. By Granth Vanaik July 13 (Reuters) - U.S. online sales during Amazon.com's AMZN.O Prime Day shopping event rose 6.1% to $12.7 billion from last year, as inflation-hit Americans hunted for discounts on the e-commerce platform, Adobe Analytics data on Thursday showed. Shoppers spent $6.3 billion on the second day of the big sale as deep discounts on products such as toys and appliances drew in customers who have otherwise cut their non-essential purchases due to rising prices.