We break down the results from Amazon's extended four-day Prime Day event, which generated $24 billion in sales despite mixed reactions from sellers and shoppers. The extended format diluted the excitement, with approximately one-third of total spending occurring on day one alone.
• Amazon Prime Day reached $24 billion in sales, a 30% increase over last year
• The four-day format felt different, with less urgency and excitement than previous two-day events
• Competitors like Target, Walmart, and even Michaels ran concurrent sales events to capitalize on the shopping momentum
• TikTok Shop is expanding to Japan, Brazil, and parts of Europe
• Cultural adaptation is crucial when entering new marketplaces – strategies that work in one country may fail in another
• Amazon is expanding delivery capacity for Q4 2026, offering free same-day delivery for Prime members on orders over $25
• Now is the time to prepare for Q4 with inventory planning and promotional strategies
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