I was betting on the following week this year. Looks like Amazon is trying to gear it back to right after the 4th…
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Which will flow right into Back to School sales …
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Some parents in my area just received this message alongside school supply lists, just had to share (some minor edits for privacy)
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Bloomberg 1:30 PST July 9 - Online Top page
Amazon took a big gamble this year by expanding its annual Prime Day summer sale to four days from two, betting the extension would give shoppers more time to navigate the millions of deals on its sprawling web store.
The preliminary results are grim, raising the stakes for the event’s remaining days.
Momentum Commerce, which manages online sales for 50 brands in a variety of product categories and price points, said its Amazon sales plunged 41% on Tuesday when compared with the start of Prime Day last year.
The prolonged event has encouraged shoppers to do more “treasure hunting,” said John Shea, Momentum’s founder and chief executive officer. Consumers are browsing and loading up shopping carts, but postponing pulling the trigger in case better deals emerge. Shorter Prime Day sales generated more urgency because shoppers worried they’d miss the discounts, he said.
Momentum Commerce sales over the four days could still increase 9.1% compared with last year’s two-day event if more browsers make purchases in the final days, Shea said. Momentum manages sales on behalf of brands like Crocs, Beats and Therabody massagers and generates about $7 billion in annual sales on Amazon, giving the company a broad view of Prime Day results so far.
“It all hinges on this four-day strategy being a success,” Shea said. “Amazon sacrificed a lot on Day 1. It’s a wildly unpredictable and uncertain year.”
Amazon shares gained 1.5% to $222.65 at 3:18 p.m. in New York.
The annual event has emerged as a bellwether of consumer sentiment since President Donald Trump’s trade war clouded the economic outlook. Tariffs as high as 145% on foreign imports were threatened and then delayed to allow time for negotiations, making it difficult to determine where prices will settle. Bloomberg previously reported that some online merchants [skimped] on discounts or sat out of Prime Day entirely due to the murky outlook.
Amazon doubled the length of the annual sale because shoppers indicated they wanted more time to navigate the deals, Amazon’s Prime chief Jamil Ghani said Wednesday in an interview on Bloomberg Television. Shoppers gravitated toward “everyday essentials” like teeth-whitening strips, which is the fastest-growing category on Amazon, he said, adding that the company was “pleased by the engagement” and that it’s “very early.”
Shoppers focused on low-cast items on the first day, snatching up deals on dish soap, protein shakes and other pantry staples rather than splurging on televisions and gaming consoles. Almost two-thirds of items purchased on Prime Day cost less than $20, while just 3% cost more than $100 on the first day of the four-day sale, according to Numerator, which tracked more than 7,000 orders from 3,855 households.
Best-sellers included Dawn dish soap, Premier protein shakes and Finish dishwasher rinse aid. The average household spent $106 on Prime Day, down from $110 during the beginning of last year’s sale, according to Numerator. The average item purchased cost $25.46, also down from about $28 a year ago.
“Consumers appear to be purchasing a greater number of items at a lower price point this Prime Day, with the average price per item slightly lower,” Numerator analyst Amanda Schoenbauer said. “However, with this year’s sale extended to four days, there is potential for Prime Day 2025 to break previous records.”
US shoppers spent $7.9 billion online across all retailers on Tuesday, up 9.9% from July 16, 20024, last year’s first day of Prime Day, according to Adobe Inc., which expects spending over the four-day period to hit $23.8 billion. The Amazon sale overlaps with multiday sales offered by Walmart Inc. and Target Corp., creating an online shopping frenzy.
“The halo effect of Prime Day this year on other retailers is more significant,” Momentum Commerce’s Shea said.
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Day 1 Sales were quite high for us but leading up to it sales were about 25% lower. And now Day 2 of Prime and Sales have resumed to normal.
Meh.
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There’s a Brazilian somewhere thinking … “I can fix that with a single key stroke”.
... in retrospeck
… can’t image anything compared to last year as being normal for you 
… maybe pre Brazilian vs post Brazilian ? (please … no images).
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Now there’s an apples to oranges comparison if I’ve ever seen one.
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“However, with this year’s sale extended to 365 days, there is potential for Prime Day 2026 to break previous records.”
Woohoo!
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Similar results for us so far, with the difference that, last year, day 1 was our best day ever. Yesterday was quite good, although nowhere nearly as good as last year. 2nd day is going well (we’ll probably be probably up around 20% from our average daily volume), but I’m wary of the remaining 2 days.
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This buyer sees nothing which is low enough in price to purchase anything I would not otherwise purchase.
I purchased Britbox on Prime Video for .99 per month, not sure if there will be enough I have not seen to justify a second month. I let Amazon take an extra day to deliver an order last week to earn a $1.50 digital credit, so I have spent zero.
I hope some of you folks are actually offering some deals, most of what I see is not very different from the pre-Prime Day prices. Certainly the case with Amazon’s tech deals.
Amazon’s deliveries to my condo are running at about the same rate as the past two weeks. I do not know what’s in all the boxes, but it is not like the holiday volume,
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The crowing has officially begun, with the release of the 071425 News Headline “Sellers achieve record sales during Prime Day 2025” (link, Seller Central)
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Funny, we are meeting with a company in 3 hours to get us as “recommended” on Alexa, Siri, Google Assistant.
New wave of advertising… If it’s meaningful, I’ll report back.
Well Ya… When you double the length, of course it will be the best…
Sat and Sun sucked so when you look at the 6 day, it’s still better but who’s really winning here?
We picked up a few more spots in Rank (which is now averaged over a much longer period of time) - so that’s the win IMO.
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For us … 11th thru 13th was better than the 8th thru 10th … so the weekend after prime was stronger than the Prime Days.
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“The elongated Prime Day fits into a broader advertising strategy,” said Jared Belsky, CEO of digital marketing agency Acadia, whose clients include Monster Energy, Orkin and Takis. “Prime Day is no longer just a sponsored search ad game. It’s about longer marketing campaigns.”
It’s the ads, stupid!
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I need a reaction option like this 
I hope some 3P Sellers really did see some good numbers, but I’m skeptical that any bumps are significant overall right now. Of course I could be wrong…
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The amount of value signaling that gets done about nothing is amazing.
Much ado about nothing at all…
Such is life I suppose.
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I was on vacation during Prime Days.
I bought nothing online as I:
8th - went to New Orleans with family - had gumbo, ate beignets, drank, bought a t-shirt at a local shop, and wandered around French Quarter and Garden district
9th - at Palace Hotel Casino in Biloxi MS with family - at pool, drank, swam, sunned, gambled
10th - went to see my daughter do her tasks at her IMMS/Ocean Adventure internship and started process of getting home with flights being canceled out of Biloxi and to Charlotte, with a drive back to NO for a flight to DFW that got delayed enough to put us in a hotel once we got to DFW
11th - after 4 hrs of sleep back to DFW at 4:30 AM to fly back to Indy, got home around 1 PM and took nap
All of the “major” shopping days have been ruined by online shopping and what feels like “never ending” sales. There is no urgency. If you miss out on a sale today, don’t worry there will be a sale again soon. Additionally when you hear the advertisers talk about President’s Day, Labor Day, or some other 2 weeks before and 2 weeks after was it really a “significant” event or just the usual Bed Bath Beyond or JCP “sale”?
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So glad you got to spend some time in Biloxi! It’s seriously overlooked and underrated IMO, but has a whole hospitality history and a fun vibe. Like a small town Vegas on the ocean, but better. Like if Palm Springs in the 1950s was on the water and Southern.
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It definitely was nicer than Vegas (lower cost for everything, weed/homeless isn’t rampant, better weather), the beach is nice but being on a bay behind barrier islands on the gulf, the very shallow waveless water is sus hence only a pool day.
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