Prime Day a flop? Amazon refutes report of 41% drop in sales

Summary

The Amazon Prime Day shopping event for 2025 runs from July 8 through 11, bringing four days of deals for Amazon shoppers.
A report from Momumentum Commerce alleges that this time around, year-over-year Prime Day sales are down 41%.
Amazon has since refuted this claim, with a company spokesperson calling the report “highly inaccurate.”

A third-party Amazon retail consultant by the name of Momentum Commerce is making splashes across the web with a potentially damning new report: the consultancy is alleging a year-over-year Prime Day sales decline of 41% for the first day of the 2025 sales event (via Forbes).

Despite this alarming data, Momentum Commerce Founder and CEO John Shea says that sales figures for Prime Day 2025 could end up higher overall when compared to last year’s event (via Bloomberg). This year’s Prime Day takes place over the span of four days, which is double the length when compared to Prime Day 2024.

In the report, Shea cites consumer habits as a driving factor in this alleged sales decrease. The thinking goes that the additional length afforded to shoppers this year has incentivized more conservative purchasing behaviors, with more items left in shopping carts in the off chance of finding better sales later on in the week.

Amazon Prime Day returns July 8 with four days of deals

Prepare your wallet for four days of deals, as Prime Day takes place from July 8 to July 11.

Amazon is heavily disputing this Prime Day report

The e-commerce giant describes the report as “highly inaccurate”

Amazon/ Pocket-lint

For its part, Amazon is pushing back against Momentum Commerce’s data. Speaking to Bloomberg, Amazon Vice President Jamil Ghani says he is “pleased” with sales results to this point. In a statement made to Forbes, Amazon spokesperson Jessica Martin doubles down on this, suggesting that Momentum lacks key internal data metrics.

“Typical of statements made by third-party consultancies that don’t have access to the actual data, these numbers are highly inaccurate,” says Martin.

Amazon describes this year’s shopping event as being “the biggest Prime Day event yet” in a blog post. The company boasts of deals and promotions across more than 35 product categories, with major discounts on in-house services like Audible and Kindle Unlimited.

Of course, we’re still in the thick of Prime Day 2025, and it’s too early to arrive at any definitive conclusions when it comes to sales figures on the whole. If Shea’s data and analysis proves accurate, it’s possible that many shoppers will pull the trigger on their purchases in the latter half of the event, offsetting the year-over-year sales losses allegedly experienced on day one.