Key Facts

Momentum Commerce, which manages Amazon sales for popular retailers accounting for $7 billion in spending on the online platform, said sales on the first day of Prime Day were down 41% compared to last year—but the company is still projecting growth from sales as Prime Day moves from a two-day event to four full days of deals.

Momentum is predicting growth of 9.1% from last year—down from the 14% growth projection in its own preview published in June.

Sales for Momentum’s 30 million products on Amazon were still up 477% compared to an average day of sales over the last month, the company said, meaning if those numbers held for the next three days it would still mean this year’s Prime Day sales would top 2024’s.

Momentum also said it saw “record high” engagement on Amazon, which was “most likely explained by consumers adopting more of a ‘wait and see’ mentality.”

Amazon said it did not have a comment on the record at this time.