Exclusive-Amazon US Prime sign-ups slow despite expanded promotion, data shows

Written by Greg Benger

San Francisco (Reuters) -Amazon has doubled the discount day sales for four days this year and the explosion numbers are described days after the event. But through one critical scale, the mark missed it.

Registrations in the United States failed to meet the total last year and even the company’s goal, according to the company’s internal data that Reuters reviewed.

The world’s largest online segmentation in the world has recorded 5.4 million registration in the United States over 21 days to Prime Day and its four -day sales occurred from July 8 to July 11. This was less than 116,000 lower than the same previous period and 106,000 under the company’s goal, by approximately 2 % in both artists.

Data, which is not publicly available, provides a rare overview of the AMAZON subscription service – which is closely heated, which is a paid subscription service that provides rapid delivery without any additional cost and access to broadcast content, among other advantages. Amazon rarely discusses the details of her main program.

Reuters could not specify the number of days that Amazon used in her full account for 2024.

Amazon said it had achieved record records on the 25 -day day, without providing details. The company said in a statement to Reuters.

Two people are familiar with the issue, that the juvenile dribbling outside the shopping season to attract new members to Amazon Prime. But the contributions usually decrease after the event as soon as the discounts disappear, the sources, which they refused to identify because they are not authorized to discuss internal work.

Amazon faces a pioneer in rapid delivery, and has increased competition from Walmart, which has increased its membership program that provides rapid delivery and other privileges.

With the Trump administration’s tariff that is playing for importers and consumers alike, Wall Street expected a prominent day than usual, with fewer sellers and discounts.

However, CEO Andy Jassi described in a call with analysts in July the day of the “Great” day of Amazon, pointing to standard sales, materials sold, and participating in the period before the event, saying that customers saved “billions of dollars”.

Important strategic

During the four -day event, Amazon participated in Amazon with a subscriber of 1.6 million subscribers in the United States, exceeding an internal target by about 6 %, or 87,000, according to data.

But in the three weeks that preceded the day of peak, an internal scale closely seen, Amazon scored 3.9 million new members in the United States, less than 185,000 through the same period in 2024 and 193,000 less than its goal, about 5 % of Miss in each case.