Amazon (NASDAQ:AMZN) saw its shares slip 1.2% in premarket trading Tuesday, following a Reuters report indicating that U.S. sign-ups for its Prime subscription service slowed during this year’s expanded Prime Day event.
Reuters reported that Amazon added 5.4 million new U.S. Prime members across the three weeks leading up to the sale and the four-day Prime Day period from July 8 to 11. This figure fell roughly 116,000 short of the total a year earlier and about 106,000 below Amazon’s internal target, reflecting a decline of around 2% in both comparisons.
The report, based on data reviewed by Reuters but not released publicly by Amazon, painted a mixed picture. The company exceeded expectations during the four-day Prime Day event itself, attracting 1.6 million new members, but growth in the three-week run-up lagged considerably, totaling 3.9 million—a 5% shortfall compared to 2024.
Amazon told Reuters that Prime continues to expand robustly in both the U.S. and international markets, without disclosing specific figures. CEO Andy Jassy has previously described Prime Day as the company’s “biggest ever,” citing record sales and customer savings.
Analysts note that Prime remains strategically critical, as members tend to spend more and are less likely to switch to competitors. Amazon also faces mounting competition from Walmart’s subscription offering and navigates the effects of U.S. tariffs on consumer spending.
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