Amazon’s own brand tech tops Prime Day

Dan Ochwat
Executive Editor
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By some estimates, Amazon generated more than $10 billion in sales during its 48-hour Prime Day event, out-driving last year’s summer event by more than $3 billion. The sales event this year moved to October, setting up an early holiday shopping spree.

Amazon itself touted the sales success of third-party sellers on its platform, reporting that those mostly small and medium-sized businesses saw more than $3.5 billion in sales, up 60% from last year.

The retailer said that its Echo Dot device was the most popular item purchased during Prime Day globally, and millions of Alexa-compatible devices were purchased as well as Fire TV Edition Smart TVs. Other analysts also showed Amazon’s own brand of tech topping the event, too.

Consumer research firm Captify said online searches for connected home devices was up nearly 50% from a year ago, and gaming items were up nearly 300%. The fashion category declined in search by 51% and office supplies by 57%. 

The firm said Echo and Alexa were the top searched products, followed by gaming consoles and products from Apple, Nintendo, Xbox and Samsung. 

Another analyst Numerator tracked the event and on the first day found that one in three Prime Day shoppers purchased Amazon Brand electronics like Echo Dot, Fire TV and Kindle. The company also studied shopper behaviorally, finding just about half placed two or more orders and the average household spend during the first day was $94.78.

Numerator’s findings also saw that 60% of the Prime Day shoppers plan to shop on Cyber Monday and 57% expect to shop on Black Friday, and 91% expect to shop on Amazon again before the holidays.

Lastly, the survey found that 54% of Prime Day shoppers only considered Amazon for their purchase, while 27% considered Walmart, 23% considered Target, 9% considered a club store like Costco or Sam’s Club, and 9% considered Best Buy. More than a third of the shoppers didn’t price compare with other retailers before buying on Prime Day.

Prime Day was held across 19 countries on Oct. 13-14, and Amazon said that its Prime members saved $1.4 billion through deals during the event.