Amazon Prime Day: Verkaufsstart schwächelt um 41%

Amazon's Prime Day saw a 41% decrease in sales compared to last year, according to market research firm Momentum Commerce. The online retailer extended the event from two to four days, hoping to give customers more time to shop. However, this strategy has led to increased "treasure hunting," with many consumers filling their carts but delaying purchases in anticipation of better deals. If sales pick up in the remaining days, Momentum Commerce predicts a 9.1% increase in sales compared to last year.

Amazon's Prime Day 2025, which took place from July 8 to 11, saw a significant shift in sales strategy. The online retailer extended the event from two days to four, aiming to provide customers with more time to browse and buy. However, this approach led to a 41% sales drop on the first day, according to market research firm Momentum Commerce [1].

Momentum Commerce, which handles sales for 50 brands including Crocs and Beats, reported that sales on the first day were down 41% compared to last year's first day of Prime Day [1]. CEO John Shea attributed the drop to consumers delaying purchases in anticipation of better deals throughout the four-day event [1]. Shoppers are primarily focusing on inexpensive, everyday items, such as dish soap, protein shakes, and cleaning products, with almost two-thirds of items priced under $20 [1].

Despite the initial sales dip, Momentum Commerce predicts an overall 9.1% increase in sales compared to last year if more shoppers make purchases in the remaining days [1]. This projection is based on the company's handling of around $7 billion in yearly Amazon sales [1].

The extended Prime Day event has also had a "halo effect" on other retailers, with U.S. shoppers spending $7.9 billion online across all stores on Tuesday, a 9.9% increase from Prime Day 2024's first day [1]. Total online sales during the four-day event might hit $23.8 billion, including contributions from retailers like Walmart and Target [1].

While Amazon has not commented on the accuracy of Momentum's numbers, the company's stock went up 1.5% despite the initial sales drop, indicating investor confidence in the event's potential [1]. Gil Luria from D.A. Davidson noted that it is too early to judge the event's success, emphasizing the need for more data [1].

Amazon's Prime Day 2025 serves as a significant indicator of consumer spending confidence, particularly in light of past trade wars and economic uncertainties [1]. The extended event, while initially challenging, offers a unique opportunity for retailers to analyze consumer behavior and adjust their strategies accordingly.

References:
[1] https://economictimes.indiatimes.com/news/international/us/amazon-prime-day-2025-sales-drop-41-on-day-1-despite-4-day-event-shoppers-wait-for-better-deals/articleshow/122351643.cms?from=mdr