Amazon US Prime sign-ups slow despite expanded Prime Day push, data shows

US sign-ups for Amazon Prime failed to meet last year’s total and even the company’s own target, according to internal company data reviewed by Reuters. The world’s largest online retailer registered 5.4 million U.S. sign-ups over the 21-day run-up to Prime Day and its four-day sales event from July 8 to July 11. That was around 116,000 fewer than for the same period a year earlier and 106,000 below the company’s own goal, a roughly 2% decline in both metrics.

Why it matters

Prime Day is viewed as the marquee event outside of the holiday shopping season to attract new members to Amazon Prime. Despite doubling its Prime Day discount sales to four days this year, Amazon missed the mark on this critical metric.