Amazon’s four-day Prime Day gamble sees day one sales plunge, all you need to know

Amazon’s decision to extend Prime Day to four days backfired on Day 1, with sales plunging 41% compared to last year’s opening, according to e-commerce firm Momentum Commerce.

The company, which manages $7 billion in annual Amazon sales for brands like Crocs and Beats, reported shoppers adopted a “wait-and-see” approach rather than rushing to buy. Amazon disputed these figures as “highly inaccurate” but didn’t provide counter-data.