New Delhi, July 10 -- Amazon's decision to extend Prime Day to four days backfired on Day 1, with sales plunging 41% compared to last year's opening, according to e-commerce firm Momentum Commerce.

The company, which manages $7 billion in annual Amazon sales for brands like Crocs and Beats, reported shoppers adopted a "wait-and-see" approach rather than rushing to buy. Amazon disputed these figures as "highly inaccurate" but didn't provide counter-data.

Wall Street remained optimistic, pushing Amazon's stock up 1.5%, while analysts cautioned it's too early to judge the full event.

Shoppers flooded Amazon but bought cautiously, filling carts without checking out immediately. Nearly two-thirds of purchases were under $20, with Dawn dish ...