Amazon’s extended Prime Day event is off to a slower-than-expected start. According to Momentum Commerce, which tracks over $7 billion in Amazon retail activity, sales on July 8 fell 41% compared to the first day of Prime Day 2024. The drop comes despite Amazon doubling the length of the event from two days to four, a move intended to spread out consumer spending and reduce server strain. Analysts say the decline may reflect a shift in buyer behavior rather than a loss of interest. Shoppers appear to be pacing their purchases across the full event window, waiting for deeper discounts or category-specific deals later in the week.
Amazon has not released official sales figures but confirmed that the event will run through July 11. Adobe Analytics projects total spending to reach $23.8 billion by the end of the four-day period, up from $14.2 billion last year. That forecast assumes a rebound in daily volume, particularly in school supplies, apparel, and home electronics. Early data shows a 14% drop in conversion rates and a 9% decline in average order value. Amazon’s stock fell 1.8% Tuesday morning before recovering slightly to close down 1.4%.
The company faces increased competition from Walmart, Target, and Wayfair, all of which launched parallel sales events this week. Walmart’s “Walmart+ Week” and Target’s “Circle Week” are drawing traffic away from Amazon’s platform, especially among price-sensitive shoppers. Adobe reports that 59% of Prime Day participants are also browsing other retailers. The shift may reflect broader consumer fatigue with flash sales and a preference for predictable pricing.
Amazon’s internal projections had anticipated a 14% year-over-year increase in Prime Day revenue. That estimate now appears optimistic unless midweek volume accelerates. The company is expected to release a full breakdown of sales performance after the event concludes. For now, the early numbers suggest that extending Prime Day may have diluted urgency rather than boosted demand.
Sources
https://capitaloneshopping.com/research/amazon-prime-day-statistics/
https://tinuiti.com/research-insights/research/2025-amazon-prime-day-study/
https://influencermarketinghub.com/amazon-prime-day-stats/
https://www.today.com/shop/amazon-prime-day-deals-july-2025-rcna214117