Amazon Prime Day 2025: Long gone are the days when people used to wait with bated breath for Amazon Prime Day sale to go live and grab offers in the first few hours. With Prime Day now stretched to four days instead of two, consumers are no longer driven by urgency; they’re taking their time for the best discounts. As per data by Momentum Commerce, which Forbes quoted, the first few hours of Amazon’s Prime Day saw a sharp decline of 41 per cent in sales. However, the company has disputed this data.
Earlier, when there was a two-day window, people used to buy out of fear of missing out on the best deals, but now that urgency seems to be fading. Amazon Prime Day sale went live this year on July 8 and will continue until July 11.
While Momentum Commerce has reported a 41% drop, it says that the sales could go up 9.1 per cent overall, given that more people buy stuff in the last two days. According to a report by Bloomberg, Momentum handles around $7 billion in yearly Amazon sales.
‘Pleased with customer response’: Amazon
While Amazon didn’t reveal its earnings during the Prime Day, but said it would share some results from the four-day event on Saturday, Reuters reported. The company also said that Momentum’s numbers are “highly inaccurate” since they were made by a third-party consultancy without access to the entire data, Amazon spokesperson Jessica Martin was quoted by Forbes as saying.
“We’re pleased with customers’ response to Prime Day so far, and it is still early in the 4-day event,” the spokesperson for the company further added.
“We just started the event yesterday, so it’s very early. But, we are pleased by the engagement we are getting from our customers and our members… We’re also offering double the number of deals that have 50% off or more,” Amazon Prime VP Jamil Ghani told Bloomberg, adding that this strategy has been driving sales for them across the platform.
He further said that the company is “pleased”, but said that it is too early to comment on how the event is performing. He also said the decision to make the sales for four days was because customers wanted more time.
Amazon Prime Day Sale: What customers are looking for?
People are trying to make the most of the Prime Day event as they grab deals on appliances, electronics, and other items, with appliance sales alone rising by 135% compared to the daily average from the previous month, according to Adobe Digital Insights, which tracks e-commerce activity.
The surge wasn’t limited to home goods; back-to-school shopping also spiked, with spending on essentials like backpacks, lunchboxes, and stationery tripling. Purchases related to college dorms, including mini-fridges, mattresses, and microwaves, doubled, the e-commerce tracker further reported.
Most customers on Day 1 focused on stocking up on everyday essentials. Items like dish soap, protein shakes, and cleaning products were in high demand. Roughly two-thirds of all purchases were under $20, while only 3% of products sold cost more than $100, highlighting a strong consumer preference for budget-friendly options, Bloomberg reported.
Top-selling products included Dawn dish soap, Premier protein shakes, and Finish rinse aid. On average, households spent $106, slightly below last year’s Day 1 average of $110. The average price per item dropped to $25.46 from $28 in 2024, indicating that shoppers are prioritising value.
According to Numerator, while consumers are buying more items, they are spending less per product overall. Analyst Amanda Schoenbauer noted that despite lower spending per item, high overall volume could still lead to record-breaking sales, The Economic Times reported.
People in the US spent $7.9 billion online across all retailers on Tuesday, marking a 9.9% jump compared to the first day of Prime Day in 2024. Total spending across the four-day promotional period could reach $23.8 billion, as major retailers like Walmart and Target also participated in the sales frenzy. Bloomberg quoted Momentum’s Shea, who observed that this year’s Prime Day is having a “halo effect”, boosting traffic and sales for non-Amazon retailers as well.
