Amazon Prime Day Sales Down 14% in Early Hours Compared to 2024

Amazon Prime Day sales fell 14% in the first four hours compared to last year's start, according to Momentum Commerce. The event spans four days this year, making year-over-year comparisons tricky. Despite some sellers planning to sit out due to tariffs, online sales are expected to total $23.8 billion over the four-day event, with Amazon capturing 75% of it. Apple Inc. offered steep discounts on electronics, while Amazon's own products were not heavily discounted.

Amazon Prime Day, the annual sales event, returned on July 8, 2025, and saw mixed results in its early hours. According to Momentum Commerce, sales fell by 14% in the first four hours compared to last year's start [1]. The event, which spans four days, makes year-over-year comparisons challenging due to its duration. Despite some sellers opting out due to tariffs, the event is expected to generate $23.8 billion in online sales, with Amazon capturing 75% of it [1].

Apple Inc. offered steep discounts on electronics during the event, while Amazon's own products were not heavily discounted. The MacBook Air M4, for instance, was discounted by $150, making it a rare opportunity for Apple product discounts [2]. Amazon's own products, such as the Echo Pop and the Beats Pill speaker, also saw significant price reductions, with the Echo Pop being 45% off and the Beats Pill speaker being $50 off [2].

The event also saw a variety of deals from other popular retailers, including Walmart, Best Buy, and Target. Walmart offered up to 50% off on home, outdoor, and tech products starting on July 8, while Best Buy had early deals and Black Friday in July starting on July 7 [2]. These deals highlight the competitive nature of Prime Day, with retailers vying for customers' attention.

In terms of financial impact, the event is expected to boost Amazon's revenue, with the company capturing the lion's share of the sales. However, the 14% drop in sales in the first four hours suggests a slower start compared to previous years. This could be attributed to various factors, including economic uncertainty and the ongoing impact of tariffs on certain products.

References:

[1] https://www.zdnet.com/home-and-office/best-amazon-prime-day-deals-2025-07-07/
[2] https://www.zdnet.com/home-and-office/best-amazon-prime-day-deals-2025-07-07/