Those in the market for an XXL Diane Keaton T-shirt, a family pack of brass knuckles, or a plate of ham may have been thrilled about Amazon's mega-hyped Prime Day, but for others, yesterday's deals proved a dud. The online event—dubbed by one Twitter user as a "crappy garage sale with an insane marketing budget," per Forbes—drove complaints and unflattering hashtags such as #PrimeDayFail and #gobacktosleep, CNNMoney reports. It was enough pushback to prompt the retailer to get "defensive" and issue a midday statement, per Forbes. "Prime Day peak order rates have already surpassed 2014 Black Friday," the statement read. "Prime members have already bought tens of thousands of Fire TV Sticks, 35,000 Lord of the Rings Blu-Ray sets, 28,000 Rubbermaid sets, and 4,000 Echo devices in 15 minutes." But those "slightly interesting" single-item sales didn't paint an accurate picture of sales overall, Forbes notes.
An analyst tells the magazine that even though the retailer may have doubled (or even tripled) its usual average July sales volume, the company could lose $5 to $10 on each significantly slashed item. And Adobe, tracking customer sentiment on social media, found that 10 hours in, "Amazon Prime Day" had only received 90,000 or so mentions on social media, compared with 20 times that figure during last year's Black Friday, Forbes notes, with about half of that "[relating] to sadness." It's not hard to see why, based on what Gizmodo found as some of the "shittiest deals" of the day—discounts that looked like "they fell off a truck headed to a poorly regulated flea market for sad people held in a dumpster"—including a 47% reduction on an Adam Sandler movie four-pack and a 70% cut on two pairs of balaclavas (both still on sale today). The best deals, per TechCrunch: Amazon's own products, such as $79 Kindles that went for $49 and Fire HD 7 tablets cut from $139 to $79. (Read some of the best Prime Day complaints at the Hollywood Reporter.)