Amazon Prime Day gross sales look horrible however right here is why they won’t be

Remember 10 years ago when Prime Day was one day? It extended to two days in 2021 but starting this year, the ‘day’ is now 96-hours long — four full days.

The headline crossing at the moment is that sales on Day 1 were down 41% compared to a year ago. That’s not a good look for the consumer at first blush but last year it was still a two-day event, so I doubt it’s an apples-to-apples comparison.

Shares of Amazon fell to $220 from $222 on the headline but have bounced back with the market likely concluding that the longer timeline will balance the sales. I’d trust Amazon on this one, they’re the all-time champions of internet marketing and they likely have a pretty good strategy on the slower, longer drip of sales in a four-day event.