David Bridges
Amazon’s July Prime Day has evolved into what many now refer to as “Prime Week.” This newly extended shopping extravaganza is set to span four days, concluding on Friday, July 11, inundating consumers with an overwhelming array of enticing discounts prominently displayed with big red percentage stickers. For those who are already fatigued by the incessant barrage of deal-related posts flooding the internet, this extended shopping event presents a multitude of discounted items that challenge our understanding of what constitutes a legitimate bargain. It’s a familiar pattern that continues unabated.
Prime Day 2025 has already sparked significant controversy. According to Momentum Commerce, a retail management firm that oversees sales for Amazon, Walmart, and Target on behalf of major brands like Lego and Crocs, sales on July 8 plummeted by an astounding 41% compared to the initial day of sales during the previous summer. This substantial decline is particularly alarming, given that this day is typically regarded as the pinnacle of online retail for Amazon. Momentum’s CEO, John Shea, explained to Bloomberg that the prolonged shopping event may have led to diminished consumer “urgency.” Shoppers are less inclined to make impulsive purchases when they believe better deals might be just around the corner.
In response, Amazon has dismissed these assertions, labeling Momentum’s figures as “highly inaccurate,” claiming the firm lacks a comprehensive understanding of the broader dynamics at play. Despite the controversy, Amazon is reportedly satisfied with the volume of transactions occurring on its platform. Interestingly, Momentum also reported a staggering 477% increase in sales for its products. Amazon has consistently claimed that Prime Day has seen annual growth since its inception in 2015. Even after the retailer allegedly ceased using its controversial “Nessie” algorithm—previously accused by the FTC of enabling price manipulation for independent sellers—consumers are still inundated with seemingly irresistible deals, often inflated by retailers who raise the perceived MSRP prior to the sales event to enhance the allure of discounts.
4. Its average price is about $200. Over the last year, the same vacuum was available for $149 in November, December, March, April and May.
The same vacuum is available right now for $149 at Best Buy, Macy’s, Lowe’s, and Ace Hardware. pic.twitter.com/iuWNMt8TTl
— Judd Legum (@JuddLegum) July 8, 2025
For instance, examining the price history of a Razer Kishi Ultra mobile controller reveals that this device has consistently been priced between $130 and $120 since at least mid-November 2024 through April. Therefore, the current sale price of $100 may not be as impressive as it initially appears. Similarly, the Shark Steam & Scrub Steam Mop advertises a 29% discount for Prime Day, yet a quick review of its price history shows it has frequently been sold for $127, rather than the inflated $150 currently listed. This pattern is evident across a plethora of SharkNinja products available on Amazon. In another case, an Insignia 50-inch LED 4K TV is marketed as being on sale for $170, which supposedly represents a 43% discount, but data from both Amazon and external price trackers indicate that the television has rarely, if ever, been priced at the $300 mark.
However, it’s essential to recognize that not all deals are misleading. Many Apple products on sale during this event are genuinely at their lowest prices compared to their MSRP. For instance, a Logitech G Astro A50 gaming headset is being offered at a 17% discount, priced at $250, which may indeed represent a worthwhile deal for avid gamers. Nevertheless, there are very few items available on Prime Day that won’t resurface with similar discounts in the future. Shoppers are encouraged to utilize resources like CamelCamelCamel or Amazon’s own Rufus AI chatbot to access a brief history of a product’s price trajectory over time. Some sellers employ even more deceptive tactics. For example, a six-pack of swing-top bottles is marketed as nearly 20% off for Prime Day, yet this product typically retails for the same price year-round. Such strategies are prevalent among various lower-priced items.
In fact, there are instances where products were offered at lower prices on previous days. The Nex Playground family-friendly game console is currently priced at $200, but it was available for as low as $100 for several months prior to June, having reached a low of $180 back in May. Similarly, the Skullcandy Crusher wireless headphones are touted as being 46% off at $123 for Prime Day, yet these headphones were priced at $100 in December of last year.
The Acer Nitro V gaming laptop, equipped with an RTX 4050 and Intel Core i5-13420H CPU, is currently listed at $650. However, a search through Amazon’s Rufus reveals that this laptop was previously priced at $625 back in April. The fluctuations in pricing have been exacerbated by U.S. tariffs instituted by former President Donald Trump in April. Additionally, the MSI Katana A15 gaming laptop is presently marked down by 16% to $1,089, yet this same model was available for $880 in early December of last year. The future of these low prices remains uncertain, as both manufacturers have previously raised prices across the board in response to the unpredictable swings caused by tariffs.
It is crucial for all Amazon shoppers to remain vigilant regarding any prominently displayed red percentage icons on products, whether they are considering an Amazon Basic item or that coveted pair of headphones you’ve had your eye on for months. Clearly, consumers have been conditioned to endlessly scroll through page after page during Amazon’s hyped shopping event, often without fully understanding the true value of the deals presented.
Brandon Fletcher
