Amazon faces sluggish start as early Prime Day sales drop 14%
- Early sales during Amazon's Prime Day event dropped nearly 14% due to consumer behavior changes.
- Experts attribute the decline to an extended sales period encouraging strategic purchases.
- Despite the initial dip, analysts remain hopeful for robust spending over the event's four days.
In July 2025, Amazon's four-day Prime Day sales event experienced a slow start, with early sales figures showing a decrease of nearly 14% compared to previous years. This decline might be linked to Amazon's decision to extend the length of the sales event from its traditional two days to four, allowing consumers more time to make purchases. Experts like Andrew Waber from Momentum Commerce believe shoppers are taking advantage of this extended time frame, leading to a more strategic approach toward purchasing items on the platform. As a result, Amazon's stock price fell by as much as 1.8% during the early hours after news of the sluggish sales broke, affecting its market performance significantly as it faces fierce competition from other retailers like Walmart and Target, which are running their own promotions simultaneously. Although the early dip in sales is concerning, analysts remain optimistic, predicting an eventual increase in spending as consumers become engaged throughout the event period. Overall, these trends highlight shifts in consumer behavior and the impact of external market factors on e-commerce sales dynamics in the current economic landscape, suggesting that the once-thriving sales event may need adjustments to maintain its past levels of consumer engagement and spending. Additionally, Amazon's stock has been under pressure due to external issues such as tariffs and market fluctuations, indicating a complex scenario beyond merely the holiday sale performance.