Amazon's annual Prime Day, held from 8 to 11 July 2025, failed to meet the company's internal US subscription targets, despite claims of a record-breaking event. Internal figures reviewed by Reuters show Amazon added 5.4 million new Prime members in the US during the overall campaign period, down 116,000 from 2024 and 106,000 below its internal goal, representing a 2 percent decline in both cases.
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Over the four actual sale days, Amazon exceeded its target by 6%, attracting 1.6 million new members. However, growth lagged in the three weeks leading up to the event, with only 3.9 million new members, about 5% below last year's figure and the internal goal.
Prime membership remains strategically important, as data from Consumer Intelligence Research Partners indicates US Prime members spent an average of $1,170 in 2024, compared to $570 for non-members.
Separately, research in Scandinavia highlights that consumers are less influenced by sales campaigns than the global average. Only 41% of Scandinavian shoppers participate in events like Prime Day or Black Friday, with price, quality, functionality, and personal experience being key factors in purchase decisions.
The findings suggest Amazon and other retailers must balance discount-driven campaigns with broader strategies that engage consumers on value, trust, and experience.
Source: www.ehandel.se
