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What Amazon’s Top-Selling Prime Day Item REALLY Was

Amazon said this week’s second-annual Prime Day promotion was its biggest day ever, led by the No. 1 item Fire TV Stick.

While the first part of that claim was verified by 1010data — the data analysis firm observed a stunning 300 percent sales increase year over year — the Fire TV Stick story is more of a sticky wicket.

According to the company, which crunches spending data representing millions of consumers, Amazon’s 7-inch, 8GB Fire Tablet was actually the day’s top unit-volume seller, but was given shorter shrift because the e-tailer counted each of the model’s various colors as separate items.

Regardless, Amazon’s family of proprietary products ruled the day, accounting for 12 (60 percent) of the top 20 items sold — up from nine products (45 percent) last year — and claiming more than 30 percent of the top 1,000 items, 1010data said.

Overall, the company noted, mobile phones (10 percent), apps (8 percent) and computers (6 percent) comprised most of the top 1,000 items sold.

Here’s their breakout of the day’s top 20 best sellers:

The Top 20 Items Sold On Amazon On Prime Day 2016 (by units)

1)      Fire TV Stick

2)      Instant Pot IP-DUO60 7-in-1 multi-functional pressure cooker, 6 quarts, 1000W

3)      Amazon Echo

4)      Fire Tablet, 7-inch display, Wi-Fi, 8GB and includes special offers (black)

5)      SanDisk Ultra 64GB microSDXC UHS-I card with adapter, grey/red, standard packaging (SDSQUNC-064G-GN6MA)

6)      Amazon e-gift cards

7)      Fire Tablet, 7-inch display, Wi-Fi, 8GB, includes Special Offers (blue)

8)     Fire TV Stick with voice remote

9)     Fire TV

10)   Fire Tablet, 7-inch display, Wi-Fi, 8GB, includes special offers (magenta)

11)   Fire Tablet, 7-inch display, Wi-Fi, 8GB, includes special offers (tangerine)

12)   Exploding Kittens: A Card Game About Kittens and Explosions and Sometimes Goats

13)   Amazon gift card in a greeting card (various designs)

14)   Bose SoundSport in-ear headphones (charcoal)

15)   Xbox One Special Edition Dusk Shadow wireless controller

16)   Kindle Paperwhite e-reader, 6-inch 300 ppi display with built-in light, Wi-Fi , and includes special offers (black)

17)   SanDisk 32 GB micro SD memory card for Fire Tablets and all-new Fire TV

18)   SanDisk Ultra 128GB microSDXC UHS-I card with adapter, black, standard packaging (SDSQUNC-128G-GN6MA)

19)   Amazon gift card in a black gift box (various card designs)

20)   SanDisk Ultra Fit 128GB USB 3.0 flash drive (SDCZ43-128G-GAM46, latest version)