Amazon Prime Day has long been marketed as a members-only shopping event, but this year's results suggest it is evolving into one of the biggest shopping events outside the holiday season. Beneath the $26.4 billion in spending, however, analysts see a 'fatigued consumer' who is more cautious than confident. And that contrast may tell us more about the US economy than the record sales figures alone.
The event's performance has fuelled comparisons with Black Friday, traditionally the biggest shopping period in the US. While deep discounts encouraged shoppers to spend, experts say many consumers remained highly price-conscious, using Prime Day to buy planned purchases rather than splurging on impulse items.
