Amid worker protests and antitrust investigations, Amazon’s Prime Day sales event carried on as usual — and that means it again set new records for the online retailer. This time, Amazon says Prime Day 2019 was bigger than both Black Friday and Cyber Monday combined, as Prime members purchased more than 175 million items during the event.
While Prime Day 2018 became the biggest sales day in Amazon history, it’s getting harder to directly compare one Prime Day sale with another, because Amazon keeps stretching them out.
Prime Day 2019, for example, was a full 48-hour sale, up from 36 hours last year and 30 hours the year before.
What we are able to tell, however, is that people will continue to shop as long as there are bargains being offered. During Prime Day 2018’s 36-hour sale, Prime members bought 100 million items. During this year’s 48-hour sale, members purchased more than 175 million items. (Neither calculation includes Whole Foods sales.)
Amazon has also succeeded in making Prime Day bigger than its Black Friday online sales, thanks to its deep discounts — often at cost or below — on its own hardware devices, like the popular Echo speakers or Fire TV.
This year’s two-day sale was larger than Black Friday and Cyber Monday 2018 sales put together, Amazon says.
The retailer also notes that Prime Day was the biggest sales event for Amazon devices. Again, the top-sellers worldwide continued to be the Echo Dot, Fire TV Stick with Alexa Voice Remote and the Fire TV Stick 4K with Alexa Voice Remote. The Echo Dot and Fire TV Stick were top-selling devices yesterday, and it’s not surprising to see them again win this title as they have for several years in a row.
The Echo Dot, in particular, hit its lowest-ever price point of $22 and was bundled in with some other Alexa device deals, almost as a giveaway.
“We want to thank Prime members all around the world,” said Amazon CEO Jeff Bezos, in a statement. “Members purchased millions of Alexa-enabled devices, received tens of millions of dollars in savings by shopping from Whole Foods Market and bought more than $2 billion of products from independent small and medium-sized businesses. Huge thank you to Amazonians everywhere who made this day possible for customers.”
In addition, Amazon claims a record number of U.S. Prime members shopped the site during Prime Day. But given the sale length and the growth in membership — there are now more than 100 million worldwide members — this is not the most difficult milestone to achieve.
In the U.S., Prime members bought more than 100,000 lunchboxes, 100,000 laptops, 200,000 TVs, 300,000 headphones, 350,000 luxury beauty products, 400,000 pet products, 650,000 household cleaning supplies and more than 1 million toys, says Amazon. They also bought more than 200,000 LifeStraw Personal Water Filters and 150,000 Crest 3D White Professional Effects Whitestrips Kits, and saved “tens of millions” by shopping Amazon-owned Whole Foods.
Other top sellers in the U.S. included the Instant Pot DUO60 and 23andMe Health + Ancestry kits.
Amazon also sold millions of smart home devices, including the iRobot Roomba 690 Robot Vacuum, MyQ Smart Garage Door Opener Chamberlain MYQ-G0301 and Amazon Smart Plug. It doubled the sales of the Ring and Blink devices, as well as Fire TV Edition TVs, versus last year, when comparing a two-day period. It sold 6x the number of eero devices compared with any other prior sale. And it sold more Fire tablets, Kindle devices and Alexa with screens (Echo Show and Echo Show 5) than ever.
The largest and most important aspect to Prime Day is not ultimately the sales themselves, but the Prime memberships. This locks in consumers to Amazon’s e-commerce ecosystem for a year, and gives Amazon a chance to win their loyalty when it comes time to resubscribe.
This year, Prime Day’s effect on new subscriptions also improved, with Amazon signing up more new Prime members on July 15 than on any other day ever, and July 16 nearly hit that milestone, as well.
In total, Amazon says Prime members worldwide saved more than a billion dollars on purchases, and millions of items shipped in one day or faster.