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The results are in for Amazon Prime Day


The dust is clearing from the aftermath of the second annual Amazon Prime Day, and the industry can now see how well the online sales extravaganza actually performed.

According to official figures from Amazon, this year’s Prime Day was the e-tail giant’s biggest single day ever. Customer orders surpassed Prime Day 2015, Amazon’s previous top sales day, by more than 60% worldwide and more than 50% in the U.S. It was also the biggest day ever for Amazon devices globally, as well as a record Prime Day for each Amazon device category including Fire TV, Fire tablets, Kindle e-readers and Alexa-enabled devices.

Amazon also said members of its Prime paid loyalty program (only Prime members were eligible for Prime Day deals, but free 30-day trial memberships were offered) globally saved more than double on deals compared to the prior year.

“Prime itself is the best deal in the history of shopping, and Prime Day was created as a special benefit exclusively for our Prime members,” said Greg Greeley, VP, Amazon Prime. “We want to thank our tens of millions of members around the world for making this the biggest day in the history of Amazon. We hope you had as much fun as we did. After yesterday’s results, we’ll definitely be doing this again.”

Amazon released some global highlights of the day’s performance, including more than 2 million toys and 1 million shoes sold, as well as more than 90,000 TVs. Prime member orders on the Amazon app more than doubled Prime Day 2015 mobile app orders. Helping to drive app usage was the fact that more than 1 million customers used the Amazon app for the first time on Prime Day In addition, members purchased on average one Alexa-exclusive deal per second during Prime Day using their voice.

Marketing technology company Amobee analyzed social and digital engagement related to Amazon Prime Day and found a lot of activity. Between 3 a.m. ET Tuesday, July 12 and 1 a.m. ET Wednesday, July 13 there were 218,400 tweets around Amazon and 88,600 tweets using the hashtag #PrimeDay. Twitter sentiment around the hashtag #PrimeDay was 27% positive 64% neutral, and 9% negative.

On a product type level; electronics dominated Amazon Prime Day interest. On July 12, 2016; 43% of all Amazon Prime Day digital content engagement was TV-related with 46% of that TV-related interest being specifically around 4K TVs.

In addition, content engagement around Amazon increased 55% on Tuesday, July 12 compared to Monday, July 11, with digital content engagement around Walmart increasing 33% in the same time period. Forty-four of all Walmart digital content engagement on July 12, 2016 was Amazon-related. According to Amobee, this indicates Walmart’s rival sale on Prime Day had some success; even with there being almost seven times more digital content engagement around Amazon than around Walmart on the day.
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