Amazon’s move to stretch Prime Day from two to four days is facing sharp criticism after new data revealed a staggering 41% plunge in Day 1 sales compared to 2024’s event. The report, released by Momentum Commerce and cited by Bloomberg, tracks 50 brands across categories and shows that extending the Amazon Prime Day Sales backfired as consumer urgency evaporated.
Rather than prompting quick purchases, Amazon’s extended sale window encouraged shoppers to delay buying in hopes of deeper discounts. Momentum CEO John Shea noted the longer event has turned the sale into more of a “treasure hunt,” removing the urgency that drives high sales during a tighter window.
Consumer behavior reflects broader economic caution. Research firm Numerator reported average household spending for Prime Day dropped to $106, down from $110 last year. The average price per item fell from $28 to $25.46. Momentum Commerce also observed weak shopping trends during the first four hours of the sale, reinforcing signs of restrained spending.
The disappointing performance aligns with a string of soft retail signals across the economy, as inflation and interest rates weigh on household budgets. Prime Day often acts as a summer economic pulse check, and this year’s sluggish turnout is a warning sign for retailers heading into the back-to-school and holiday seasons.
Despite Amazon’s underwhelming results, Adobe reported an overall 9.9% increase in online shopping across all retailers compared to the same day in 2024. Prime Day overlaps with competing promotions from Walmart and Target, which may have siphoned off some consumer attention and spending.
Amazon’s gamble to extend the event appears to have diluted impact rather than driven growth, underlining that longer isn’t always better when it comes to retail urgency.
