Amazon.com Inc has initiated its fall sale for Prime members, with purchases of low-cost items dominating. The average spend during the first eight hours of the sale was $38, a 2% increase from the previous year. The data reveals a consumer focus on affordability, with about 60% of items sold costing less than $20. This cautious spending can be attributed to persistent inflation and increasing debt obligations. However, Adobe Inc projects a 4.8% rise in U.S. online sales to $222 billion during November and December.