The flagship event of Amazon made a potato Tuesday on the first day of the famous Prime Day with a tumble of sales of 41% compared to last year.
“Amazon sacrificed a lot on the first day,” John Shea told Bloomberg.
Consumers have done “window weighing”, they filled their baskets, but they have delayed their purchases in the hope of finding better deals later, said the boss of Momentum Commerce.
The company manages online sales for 50 brands and generates around $ 7 billion annually on Amazon. His boss observed a spectacular fall in sales on the platform during the Prime Day this week.
It is because Amazon gave consumers more time: the duration of the summer sale has gone from two to four days.
Risky strategy
The extension of the event pushes buyers to adopt a more relaxed approach, unlike the previous two -day versions which created an emergency of purchase.
Amazon firmly disputes this data. The online commerce giant qualifies the “highly inaccurate” commerce figures, as Bloomberg reports, without however specifying how they are false.
Momentum trade sales could still jump by 9.1% over all four days if indecisive buyers take action during the last days, according to John Shea.
The company represents brands like Crocs, Beats and Therabody masseurs.
Wall Street remains optimistic. Amazon’s actions climbed 1.5%on Tuesday, a gain similar to that of Microsoft and Alphabet.
Dish soap before television
Consumers focus on inexpensive items during the first day. Almost two -thirds of purchases cost less than $ 20, while only 3% exceed $ 100, reveals a Numerator analysis on more than 7,000 orders.
Dawn dish soap, first protein drinks and finish dishwasher rinse dominate sales. The average basket reaches $ 106, down compared to the $ 110 last year.
