Amazon’s Prime Day Stumbles: 41% Sales Drop on Day One as Event Stretches to Four Days

Amazon's marquee shopping event hits a speed bump—Prime Day's extended run isn't translating to early momentum.

The numbers don't lie: Day one sales cratered 41% despite the e-commerce giant's four-day gambit to juice demand. Early deals failed to ignite the usual frenzy, leaving analysts scratching their heads over whether inflation fatigue or event dilution is to blame.

Wall Street's already placing bets—will the next three days salvage the quarter, or is this the year Prime Day becomes just another overhyped retail holiday? (Spoiler: those earnings targets aren't going to hit themselves.)

TLDR

• Prime Day 2025 runs July 8–11, marking Amazon’s first four-day sales event

• Early US sales dropped 41% compared to 2024’s opening day

• Shoppers are browsing and waiting for better deals before buying

• Jeff Bezos sold nearly 3 million AMZN shares this month for $665.8 million

• Analysts expect a late surge could boost overall Prime Day sales by 9.1%

Amazon.com Inc. (NASDAQ: AMZN) stock ROSE 1.45% to close at $222.54 on July 9 as the company launched its longest-ever Prime Day.

Amazon.com, Inc. (AMZN)

The 2025 event spans four days, from July 8 through July 11, and offers members exclusive deals on household essentials, tech, and more. Despite the lengthened format, early US sales fell short of expectations.

Early Sales Lag Despite Expanded Format

Momentum Commerce reported a 41% drop in first-day US sales for its clients, including brands like Crocs and Beats, compared to last year’s Prime Day launch. CEO John Shea attributed the dip to shoppers delaying purchases in hopes of finding better discounts later in the event.

🚨#BREAKING: Amazon Prime Day sales has fallen nearly -41% in the first day of their 4 day event. pic.twitter.com/UsPb09JQWF

— R A W S A L E R T S (@rawsalerts) July 9, 2025

Amazon disputed these figures, stating third-party consultancies lack access to full data. Still, the company acknowledged strong shopper engagement and noted a shift toward “treasure hunting” behavior.

Shoppers are reportedly focusing on low-priced basics such as dish soap, protein shakes, and rinse aids. Data from Numerator shows that nearly two-thirds of purchases were under $20, and just 3% exceeded $100. The average household spent $106 on Day 1, slightly below the $110 spent last year.

Consumer Behavior and Market Competition

The extended Prime Day coincides with promotions from rivals Walmart and Target, heightening competition. Analysts suggest that consumers’ preference for low-cost essentials reflects both economic caution and evolving shopping habits.

Prime Day has become a barometer for consumer sentiment and e-commerce strength. This year, it comes amid uncertain macroeconomic conditions and delayed tariffs that had previously discouraged sellers from offering aggressive discounts.

Adobe reported $7.9 billion in total online sales across all retailers on July 8, a 9.9% increase year-over-year. With momentum potentially building, Bloomberg forecasts total Prime Day sales could rise 9.1% from 2024 if shoppers return in force.

Bezos Trims Holdings Amid Personal Milestone

Founder and executive chairman Jeff Bezos sold nearly 3 million Amazon shares on July 7, generating $665.8 million. The sale, part of a planned divestiture of up to 25 million shares by 2026, occurred under a Rule 10b5-1 trading plan. Bezos also sold $736.7 million worth of shares on June 30.

Odd, even number😳: Amazon founder Jeff Bezos sold nearly three million shares worth $665.8 million over two days in July, a regulatory filing Tuesday showed.

The stock sale is part of a plan announced earlier this year that will see Bezos unload up to 25 million shares of… pic.twitter.com/eisApFjOFq

— Melissa Hallman (@dotconnectinga) July 8, 2025

Despite these sales, Bezos retains over 900 million shares, valued at nearly  $200 billion, keeping him deeply invested in the company’s future. The timing of the transactions aligned with his high-profile wedding to Lauren Sanchez in Venice.