The eye-catching headline: “Amazon Prime Day Spending Down 14% in Early Hours From 2024” blared from one report, citing early data from Momentum Commerce, which manages Amazon sales for brands like Crocs and Beats that total roughly $7 billion in annual volume on the platform.

The reality: Those results aren't surprising. Nearly 1 in 5 Prime members (17%) said they planned to wait until later in the event to make a purchase, according to a Tinuiti consumer survey conducted in May.