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Sales for Amazon’s extended Prime Day event that started on July 8 are aren’t quite hitting the heights Amazon saw last year.
According to Adobe Analytics, Prime Day reported $7.9 billion in online spending on Day 1. However, data from Momentum Commerce reportedly showed that Prime Day sales were down by 41% on Day 1 compared to last year. Last summer, Amazon’s Prime Day event drove sales worth $14.2 billion on July 16 and 17.
“We’re pacing towards growth versus last year’s event,” Elizabeth Marsten, VP of Commerce Media at Tinuiti, a performance marketing agency with a strong focus on commerce media, told Retail Brew. “So even though last year was two days, if the pacing maintains through days three and four, it will surpass last year’s Prime Day in aggregate.”
This year, Amazon focused on a heavy promotional strategy for Prime Day, but many sellers have submitted fewer deals under tariff pressure. At the same time, some brands selling on Amazon can’t afford to both pay more for their products and offer big discounts. This year, big box retailers are also stretching out their sales events alongside an extended version of Prime Day.
Jury still out: Still, Amazon’s longest running Prime Day will end on July 11 and those final day numbers will provide a full picture of the extent of the turnout, though comparisons to last year pointed downward at the midway point.
There is also an overall decline across ad spend, impressions, clicks and conversion, Marsten added. “There’s not nearly as much urgency,” she said. “There’s not nearly as many lightning deals or things with those timed countdowns on them. So, it is very clear, people are spreading it out.”