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Scan for outdated or missing drivers - takes under a minuteDriver Scan →Repair Windows errors before they cause bigger problemsFix Now →Fix the driver behind crashes, sound loss and screen glitchesFind Drivers →Momentum Commerce reported that Amazon sales for the 50 brands it manages fell 41% on the first day of Prime Day 2025 compared with the event’s first day in 2024. That was a consultancy’s estimate for its clients—not an Amazon-reported, marketplace-wide sales decline. Amazon called the figure “highly inaccurate,” but the cited coverage said the company did not explain the alleged errors.
What the 41% figure actually measures
Momentum Commerce manages Amazon sales for 50 brands across categories, including Crocs, Beats and Therabody. Bloomberg reported that the firm’s managed brands generated about $7 billion in annual Amazon sales. The 41% decline refers to sales for those brands on Tuesday, July 8, 2025, compared with the first day of Prime Day 2024; it does not describe all sales on Amazon. The Los Angeles Times’ report, based on Bloomberg reporting, details the estimate and its scope.
Amazon does not disclose Prime Day revenue, according to the Associated Press. The public figures therefore do not establish a definitive Amazon-wide sales result for that day. The reported coverage also does not provide transaction-level data or a full methodology that would independently validate Momentum’s estimate.
Why the first-day comparison is difficult to interpret
Prime Day 2025 ran for four days, July 8 through July 11, while the 2024 event lasted two days. Comparing the opening day of each event holds the day count constant, but it does not show whether shoppers shifted purchases to later dates in the longer event.
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Momentum founder and CEO John Shea proposed that shoppers might browse, add items to carts and wait to see whether better deals appeared later. He said the shorter event had created more urgency. That is an explanation offered by Shea, not evidence that the longer schedule caused the reported first-day decline. Momentum also projected that sales for its managed brands over all four days could rise 9.1% from the prior two-day event if later browsing converted into purchases. That was a conditional projection, not a final result. Axios summarized the contemporaneous comments and figures.
Amazon disputed the estimate, without specifying why
After the report appeared, an Amazon spokesperson said: “Typical of statements made by third-party consultancies that don’t have access to the actual data, these numbers are highly inaccurate.” The Los Angeles Times reported that Amazon declined to say what was inaccurate. The exchange establishes that Amazon challenged Momentum’s estimate; it does not provide a separately verified correction.
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Amazon Prime vice president Jamil Ghani said the company was “pleased by the engagement” and called the event “very early,” according to the same report. D.A. Davidson analyst Gil Luria cautioned that it was hard to assess performance before quarterly results and said the four-day extension made the first-day activity difficult to interpret. Those comments are company and analyst perspectives, not alternative sales measurements.
Adobe’s growth figure covers all retailers, not Amazon alone
Adobe Digital Insights estimated that U.S. consumers spent $7.9 billion online across retailers on the first day of Prime Day and competing sales in 2025, up 9.9% from the comparable day a year earlier. Adobe also forecast $23.8 billion in online spending across retailers from July 8 through July 11, a 28.4% year-over-year increase. The first figure is an estimate and the second a forecast; neither is an Amazon-only sales total. They do not directly verify or refute Momentum’s client-level estimate. The Associated Press report explains Adobe’s figures and their scope.
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| Figure | Population and measure | What it can establish |
|---|---|---|
| 41% decline | Momentum Commerce’s 50 managed brands; Amazon sales on Prime Day 2025’s first day versus 2024’s first day | A reported change for those managed brands—not for Amazon as a whole |
| $7.9 billion; up 9.9% | Adobe Digital Insights estimate of U.S. online spending across retailers on the first event day | Broader online retail spending, not Amazon-only revenue |
| $23.8 billion; forecast growth of 28.4% | Adobe Digital Insights forecast of online spending across retailers over July 8–11, 2025 | A forecast for the four-day period, not a final result or Amazon-only figure |
Other reported numbers describe still different measures. Adobe said online appliance sales were 135% above the prior month’s daily average. The Los Angeles Times reported Numerator data showing that almost two-thirds of items bought cost less than $20, based on more than 7,000 orders from 3,855 households. Neither statistic measures Amazon-wide revenue or validates the 41% estimate.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.Later discount data is not a sales result
A June 24, 2026 recap by PMG analyzed more than 30 million products observed on Amazon US on June 23. PMG found that 24.6% of products carried a discount, compared with 29.0% on Day 1 in 2025 and 29.3% in 2024. Among discounted products, the average discount depth was about 21.0%, versus 21.4% in 2025 and 22.8% in 2024. PMG’s recap describes its product-level discount analysis. These later figures track discount availability and depth, not revenue or sales volume, so they cannot confirm or overturn the reported 2025 first-day sales decline.
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