Has Amazon’s Prime Day shopping event peaked? There were some hints this week that the two-day bargain extravaganza—held in October instead of its usual July date—wasn’t as bountiful for the retail giant as it has been in past years.

For one thing, as Citigroup analyst Jason Bazinet reportedly pointed out, Amazon didn’t say this year that Prime Day was the “largest shopping event in Amazon history” as it did last year and in both 2018 and 2017. Instead, it announced Prime Day was the “Two Biggest Days Ever for Small & Medium Businesses in Amazon’s Stores Worldwide.”