Amazon said yesterday’s second annual Prime Day promotion was another one for the record books.
According to the e-tailer, the members-only sale proved to be its biggest single day ever, at least in unit volume.
Compared to last year’s inaugural event, which generated more unit sales than Amazon’s best Black Friday to date, orders were up more than 60 percent worldwide, and were ahead 50 percent domestically, the company said.
Dollar volume was not disclosed, although retail consultancy FBIC is sticking to its earlier forecast of a $525 million payday for Amazon, up 26 percent from last year’s estimated take.
What Amazon Prime VP Greg Greely did acknowledge was that the sale drew tens of millions of U.S. and international members, who bought the company’s proprietary Fire, Kindle and Alexa-enabled devices with abandon.
Indeed, Fire TV Stick was the best-selling device globally, while U.S. orders of the private-label gadgets more than trebled Prime Day 2015.
Echo did especially well domestically, as a $50 discount helped send orders soaring 2.5 times over its last busiest day.
Third-party sellers, who contributed the bulk of the 100,000-plus deals, also made out well, with global and U.S. orders up 300 percent year over year, Amazon said, despite early checkout-cart glitches.
However, ChannelAdvisor, an e-commerce consultancy with multiple third-party Prime Day participants, said U.S. sales were flat to last year as of 5 p.m. EST, although sales in the United Kingdom were up 12 percent.
Among other Prime Day highlights:
* More than 90,000 TVs were purchased worldwide;
* U.S. members purchased over 200,000 headphones, 23,000 iRobot Roomba 614 vacuum cleaning robots and 14,000 Lenovo laptops;
* The most popular Dash button brands were Cascade, Charmin and Tide.
But perhaps the most important metric to Amazon was the number of new members it ushered into its Prime ecosystem yesterday. FBIC pegged the increase at 43 percent year over year, which truly made it a Prime day.