TLDRAmazon stock gains 0.98% as Prime Big Deal Days tests weaker consumer demandConsumer confidence falls to its weakest since 2014 as Amazon runs its major saleAWS generated $16.6 billion of Amazon’s $27.5 billion operating income in Q2Amazon Haul offered more than six million U.S. products priced below $10 in JulyAdvertising revenue reached $19.8 billion in Q2, rising 26% from a year earlierAmazon (AMZN) traded at $258.81, up 0.98%, after recovering from an intraday low near $253.30. The stock moved above $258 by early afternoon and remained near its session highs. The move came as Amazon continued its Prime Big Deal Days event during weaker consumer confidence.Amazon.com, Inc., AMZNPrime Big Deal Days Tests Consumer SpendingAmazon opened Prime Big Deal Days on October 6 as consumer confidence remained under pressure. The Conference Board’s consumer confidence index fell to 81.9 in September, Reuters said. That marked its weakest reading since 2014 and added pressure across consumer-focused stocks.Meanwhile, the Consumer Discretionary Select Sector SPDR Fund declined 0.47% during the week ending October 2. Amazon remains the fund’s largest holding and carries significant weight within the consumer discretionary sector. Therefore, Amazon’s holiday sales performance could influence broader sentiment around discretionary spending.Amazon has expanded its lower-priced offerings as households manage tighter budgets and shifting spending habits. The company reported 17% growth in worldwide paid units during the second quarter. Its Amazon Haul platform also offered more than six million U.S. products below $10 in July.Amazon Expands Groceries and Low-Cost ProductsAmazon has also increased its focus on groceries as it expands everyday retail categories. Monthly active customers purchasing perishables increased more than 50% since the beginning of 2026. The growth supports Amazon’s push beyond traditional online shopping into frequent household purchases.Amazon reported second-quarter results before September’s sharp decline in consumer confidence. However, Prime Day timing affected comparisons between the second and third quarters. Management said third-quarter growth would increase nearly 400 basis points after excluding Prime Day timing effects.Amazon expects third-quarter revenue between $197 billion and $202 billion. That range represents growth of roughly 9% to 12% from $180.2 billion one year earlier. The company’s quarterly results will provide more detail about retail demand during the current holiday period.AWS and Advertising Support Amazon’s BusinessAmazon Web Services generated $16.6 billion of Amazon’s $27.5 billion second-quarter operating income. However, the total included about $1.2 billion from tariff refunds and an energy contract accounting benefit. AWS therefore remains a major contributor to Amazon’s overall operating performance.Advertising also continued expanding during the quarter and generated $19.8 billion in revenue. The segment increased 26% and added another high-growth business alongside Amazon’s cloud operations. These businesses give Amazon revenue sources outside its core online retail operations.Amazon also reported $62.6 billion in second-quarter GAAP net income. That figure included $53.4 billion in non-operating pre-tax income, mainly linked to its Anthropic investment. Meanwhile, Amazon continues spending heavily as it expands infrastructure, cloud capacity, and its broader logistics network.The post Amazon (AMZN) Stock: Rises as Prime Big Deal Days Test Consumer Demand appeared first on Blockonomi.