Early data suggests Amazon‘s (Nasdaq: AMZN) Prime Day got off to a slower start this year, with sales tracking 14% below last year’s opening period, according to preliminary figures from a major Amazon partner.
Momentum Commerce, which oversees e-commerce operations for brands such as Crocs, Beats and Therabody across Amazon’s platform, reported the decline based on its portfolio representing $7 billion in annual platform sales. The data provides an early indicator of how the retail giant’s marquee shopping event is performing.
This year marks Amazon’s first attempt at a four-day Prime Day format, extending from July 8-11 rather than the traditional two-day window. This change may contribute to different shopping patterns, as consumers adjust to the longer sale period.
Survey data from Tinuiti suggests this behavioral change is intentional, with 17% of Prime members sahing they would delay purchases to later periods of the extended event.
Market researchers remain optimistic about total performance. Adobe Analytics forecasts overall spending will reach $23.8 billion across the extended timeframe, marking a 28% jump from 2024. Within the US market alone, projections point to $14.5 billion in sales, which would surpass last year’s $14.2 billion record.
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This year’s event also occurs as consumers become more price-conscious due to inflation concerns and potential trade policy changes affecting import costs.
Amazon stock showed minimal movement in Tuesday trading. The company has not provided immediate commentary on the preliminary sales figures.
Now in its 11th year, Prime Day has grown into a significant summer retail benchmark, prompting competing promotional events from Walmart, Target, and other major retailers during the same period.
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