Separately, Numerator reported that consumers appear to be purchasing a higher number of items at a lower price point for the 2025 Prime Day event. "However, with this year’s sale extended to four days, there is potential for Prime Day 2025 to break previous records," highlighted analyst Amanda Schoenbauer.

Adobe forecasts Amazon Prime Day sales to top $23 billion. A record $23.8 billion in sales is expected to be spent by consumers for Amazon Prime Days, Adobe said in a forecast released on July 7.

Amazon's Prime Day 2025 is off to a rocky start, at least by one account. Momentum Commerce, which manages online sales for 50 brands in a variety of product categories and price points, said its Amazon (AMZN) sales plunged 41% on the opening day,

It’s Amazon’s first major Prime sales event since President Trump unveiled hefty tariffs on many nations in April.

Amazon Prime Day has expanded its sales event to a four-day extravaganza this year, doubling its duration from 48 to 96 hours.According to a report released b