Amazon Prime Day Spending Down 14% in Early Hours From 2024

Amazon.com Inc.’s Prime Day sales fell almost 14% in the first four hours of the event compared with the start of last year’s sale, according to Momentum Commerce, which manages 50 brands in a variety of product categories.

Prime Day stretches over four days this year, up from two in 2024, making year-over-year comparisons tricky. And shoppers could be holding off in the hopes that discounts will deepen as the sale proceeds. But the initial hours are still seen as a key indication of its performance. Momentum, which manages Amazon sales on behalf of brands like Crocs, Beats and Therabody massagers, generates about $7 billion in sales annually on Amazon, giving it a large sample to assess Prime Day.