Amazon doubled its Prime Day event to four days this year, reporting record sales and customer savings.
However, internal data showed U.S. Prime sign-ups failed to hit targets.
The world’s largest online retailer registered 5.4 million new members.
That figure was 116,000 fewer than last year and 106,000 below Amazon’s own goal.
It marked a 2% decline in both year-over-year and target metrics.
The numbers revealed rare insight into Amazon’s closely guarded Prime program.
Amazon said it achieved record-breaking sign-ups over 25 days around Prime Day.
Still, it declined to share specific data on U.S. performance.
Executives stressed continued strength in Prime membership globally.
Prime Day remains Amazon’s marquee event outside the holiday season.
Yet analysts note subscriptions often fall off once discounts end.
Sources say Amazon counts heavily on the event to lure new members.
The company also faces stronger competition from Walmart’s fast-delivery service.
Trade tariffs have added cost pressures for both retailers and shoppers.
Even so, CEO Andy Jassy called it Amazon’s “biggest ever” Prime Day.
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