Amazon Prime Day results are in

Amazon’s Prime Day event has come to a close, with categories such as health and beauty, apparel and electronics leading the way, according to analysts. The retailer’s apparel private brands including AmazonBasics, Goodthreads and more, its own brand devices and electronics, and its store brand cosmetics under the Solimo brand tend to be its leading private brand categories for the retailer.

Amazon reported that the two-day period for the event was the biggest ever for Amazon’s third-party sellers, most of which are small and medium-sized businesses, selling more than 250 million items during the event. For the two weeks leading up to Prime Day, customers spent more than $1.9 billion on more than 70 million small business products during the promotional period, more than a 100% year-over-year increase in sales compared to the Prime Day October 2020 promotion.

According to Chicago-based Numerator, analysts that were live-tracking the event, the top categories with Prime Day purchases were health and beauty (28%), consumer electronics (27%), apparel and footwear (27%), home and garden (27%), and smart home devices (17%). The company said one in five shoppers bought groceries and more than half of Prime Day buyers only considered Amazon for their purchase, whereas 26% looked at Walmart both in-store and online, 21% Target, 10% club stores, 9% department stores, 8% Best Buy and 7% grocery stores.

Amazon’s results echoed beauty as a leading category to go along with tools, nutrition, baby care and electronics including its Amazon Devices.

The company added that tens of millions of customers also engaged with Amazon Live livestreams throughout the event to see product demonstrations or hear directly from product sellers.

Amazon also said that back-to-school was a big target, with Prime members buying more than 600,000 backpacks, 1 million laptops, 1 million headphones, 240,000 notebooks, 40,000 calculators and 220,000 Crayola products.