Executive Summary

• Amazon announced that its third annual Prime Day shopping event, which ran for 30 hours, was the biggest day in Amazon history in terms of revenue, surpassing Black Friday and Cyber Monday.
• The company announced that orders increased by 60% over the corresponding 30-hour period a year ago and that orders from Prime members increased by more than 50% over the prior year.
• These figures build on those from last year’s Prime Day, which Amazon reported generated 60% more orders worldwide and 50% plus more orders in the US than its inaugural Prime Day did in 2015.
• The Echo Dot was the best-selling Amazon device as well as the best-selling device by any manufacturer. Sales of other Amazon devices such as the Echo, Fire tablets and Kindle e-readers also set records.
• Estimates for total revenues generated over the day ranged from $1 billion to $2.2 billion. The $1 billion figure represents three times Amazon’s average daily sales.
• Prime Day helps increase the ranks of key Prime members, who spend nearly twice as much annually as non-Prime members. It also generates consumer enthusiasm during the summer doldrums and allows the unloading of some slow-selling merchandise.

Coresight has been covering Amazon Prime Day since it was launched in 2015 and additional reports from can be accessed here.