No—not on the evidence of the reported 41% drop alone. That figure described sales managed by Momentum Commerce for its retail clients on the first day of the 2025 U.S. Prime Day, compared with the first day a year earlier. It was not a measurement of all Amazon sales or the completed four-day event. Amazon disputed the figure, and the available reporting does not establish a verified final sales total for the full event.
What the 41% figure measured
Forbes reported that Momentum Commerce said sales for its clients were down 41% on the first day of Prime Day 2025 compared with the first day of the previous year. Momentum is a consultancy managing sales for retailers representing $7 billion in Amazon spending, according to Forbes; its clients are still a subset of sellers, not Amazon’s entire marketplace. Forbes’ July 9, 2025 report is the accessible source for the figure.
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The number also covered only the event’s opening day. Prime Day 2025 ran for four days, so a first-day comparison cannot by itself show how the full event performed.
Why Amazon rejected the report
Amazon spokesperson Jessica Martin called the consultancy’s figures “highly inaccurate,” arguing that it did not have access to Amazon’s full data. She also said the company was pleased with customers’ response and that “it is still early in the 4-day event.” Those statements explain Amazon’s objection and its early-event outlook, but the quoted response did not provide an independently checkable total for the marketplace. Forbes
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Amazon Prime head Jamil Ghani likewise said Amazon was pleased with early customer engagement and had doubled the number of deals discounted by 50% or more, according to Forbes. That describes Amazon’s account of its promotions and engagement; it does not independently verify sales. Forbes
How to read the other early sales numbers
Several figures cited in coverage can sound contradictory because they describe different groups, time periods, or baselines. They should not be treated as interchangeable measures of Amazon’s total event sales.
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| Figure | What it covers | How to interpret it |
|---|---|---|
| 41% decline | Momentum Commerce client sales on the first day, year over year; reported by Forbes in 2025. Source | A client sample’s first-day comparison—not all Amazon sales or the full event. |
| 9.1% projected growth | Momentum Commerce’s forecast for the full event, reported by Forbes in 2025. Source | A forecast, not a verified final result. |
| 477% above an average day | Sales of products tracked by Momentum, compared with an average day in the previous month; reported by Forbes in 2025. Source | A different baseline from the year-over-year Prime Day comparison; it does not negate the 41% figure. |
| More than 10% growth | All online sales on the comparable first day, according to Adobe Analytics as reported by Forbes in 2025. Source | Broader online retail, not Amazon alone, so it is not a direct rebuttal of Momentum’s client sample. |
| About two-thirds of purchases below $20; $106 average household spend versus $110 a year earlier | Numerator first-day figures summarized by Financial Express in 2025. Source | Reported household and purchase measures, not an audited total of Amazon marketplace sales. |
Momentum research director Andrew Waber described Prime Day as “increasingly becoming a proverbial ‘rising tide that lifts all boats,’” as quoted by Forbes. The wider online-sales comparison offers context for that view, but it still measures a different population from Momentum’s Amazon-client sample. Forbes
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.So, was Prime Day 2025 a flop?
The early 41% decline is a warning about the first-day results reported for Momentum Commerce’s clients—not a defensible verdict on Amazon’s complete four-day event. Amazon challenged the numbers and said it was pleased with early engagement, while Momentum still forecast full-event growth. Neither the forecast nor Amazon’s response supplies a verified final total. The reporting available here therefore supports neither a definitive claim that Prime Day as a whole failed nor one that it succeeded.
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