Core Insights - Amazon's Prime Day sales performance in the first four hours showed a nearly 14% decline compared to the previous year, indicating challenges from reduced consumer purchasing power and tariff impacts [1][3][4] - The event duration has been extended from two days to four days, which may complicate year-over-year comparisons but could also help Amazon manage sales pressure [3][4] Sales Performance - The first four hours of this year's Prime Day saw a significant drop in sales, with data from Momentum Commerce highlighting the underperformance relative to expectations [1][4] - Despite the extended duration, early sales figures are critical indicators of the overall success of the event [4] External Challenges - Tariff policies implemented during the Trump administration have increased import prices, leading some sellers to withdraw from promotional activities [4] - The competitive landscape has intensified, with retailers like Walmart and Target also launching similar promotional events during the same period [5] Consumer Behavior - There is a shift in consumer preferences towards essential items, with retailers engaging in price wars over daily necessities rather than technology products [5] - Discounts on electronic products, particularly from Apple, have been more substantial compared to Amazon's own product discounts [4][5] Market Expectations - Adobe forecasts that total online sales across all retailers during the four-day event will reach $23.8 billion, with eMarketer estimating that U.S. online spending will hit $17.2 billion, of which Amazon is expected to capture 75% [5] - As of March this year, the number of Prime members in the U.S. reached 196 million, reflecting a 9% year-over-year growth [5]