The bad news: Amazon’s Prime Day is flopping. The good news: That was priced in.
Shares of Amazon dipped to session lows, erasing most of the day’s gains, after Momentum Commerce said that sales for Day 1 of Prime Day were down a bruising 41% compared to last year — before bouncing right back to reverse that drop.
It seems the bad news was priced in yesterday, when early reports from the same online sales manager said that the first four hours of sales were down 14% versus 2024.
Well, it’s a good thing this Prime Day is more like Prime Week, lasting four days rather than the usual two, leaving time to make up ground, but this is a pretty awful start. It’s far too soon to overgeneralize whether this is a demand-side commentary on the state of the consumer or more on the supply side, with brands being unwilling to offer discounts in light of tariffs — or, probably some mix of both.
It’s also probably a good time to remind everyone that of Amazon’s $18.4 billion in operating income for the first quarter, a whopping $11.5 billion came from Amazon Web Services.