Extended Amazon Prime Day Encourages Exploration but Dims Purchase Intent

A recent publication by Bloomberg highlights Amazon’s bold move to stretch its annual Prime Day from two days to four this year. The idea was to give shoppers ample time to sift through countless deals on their extensive platform.

However, early indicators suggest that this strategy might not be paying off as expected.

According to Momentum Commerce, which oversees online sales for numerous brands across various sectors, Amazon’s sales plummeted by 41% on July 8 compared to the same day last year.

This extended sale has lead consumers into a “treasure hunt” mindset, as noted by John Shea, CEO of Momentum. Shoppers are filling their carts but hesitating before making purchases in hopes of snagging even better deals later. In contrast, shorter sales created a sense of urgency that drove quicker buying decisions.

If more browsers convert into buyers in the remaining days of the sale, Momentum predicts an overall increase in sales by about 9.1% compared to last year’s two-day event. With brands like Crocs and Beats under its management umbrella and generating around $7 billion annually on Amazon alone, Momentum has important data for evaluating Prime Day outcomes.

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“The success of this four-day approach is crucial,” Shea remarked. “Amazon took a big hit on Day One; it’s been an unpredictable year.”

Amazingly enough, Amazon holds top positions not just in retail but also ranks frist among logistics companies in North America and globally according to Transport Topics.

this annual shopping extravaganza has become a key indicator of consumer confidence since trade tensions began affecting economic forecasts during Trump’s presidency. With tariffs fluctuating wildly—some reaching up to 145%—many retailers have either scaled back discounts or opted out entirely due to uncertainty surrounding pricing strategies.

“We decided on extending our sale because customers expressed wanting more time,” said Jamil Ghani from Amazon’s Prime division during his July interview with Bloomberg Television. He noted that shoppers were particularly interested in everyday essentials like teeth-whitening strips—the fastest-growing category right now—and expressed optimism about engagement levels despite it being early days yet.

The first day saw consumers gravitating towards budget-kind items such as dish soap and protein shakes rather than high-ticket electronics like TVs or gaming consoles; nearly two-thirds spent less than $20 per item while only about 3% splurged over $100 according Numerator’s analysis tracking over 7k orders from nearly four thousand households.

The average expenditure per household was recorded at $106—a slight decrease from last year’s initial figure—and individual item costs averaged around $25.46 down from approximately $28 previously reported.
“It seems people are opting for more items at lower price points,” stated Amanda Schoenbauer from Numerator while hinting at potential record-breaking figures if trends continue throughout these extra sale days.”

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Total online spending across all U.S retailers reached an notable $7.9 billion just on July 8—a notable increase compared with last year’s opening day figures—according adobe Inc., which anticipates total spending could soar up towards $23 billion throughout these four days! This coincides with similar multi-day promotions launched by Walmart and Target creating quite an online shopping buzz!

“This year’s Prime Day is having a bigger ripple effect across other retailers,” Shea concluded confidently.