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Amazon Prime Day sales worldwide 2015-2020

In 2020, Amazon Prime Day sales amounted to an estimated 10.4 billion U.S. dollars. Amazon Prime Day was launched in 2015 as a celebration of the 20-year anniversary of Amazon’s founding. The event quickly turned into the biggest shopping day of the year for the online retailer, making it Black Friday’s summer counterpart. Shoppers need to be members of Amazon Prime to take advantage of the sales. In 2020, Amazon Prime Day was moved to mid-October due to the global coronavirus pandemic.

Amazon Prime Day

In July 2019, the shopping event lasted 48 hours in total, continuing the upward trend from the 24 hours of the original launch in 2015. According to the official press release for Prime Day 2019, more than 175 million products were purchased by Prime members in 17 countries, making Amazon Prime Day the biggest online shopping event in Amazon history.

Popular Amazon Prime Day products: digital devices

During Prime Day 2018, marketplace sellers only accounted for 38 percent of global Amazon Prime Day sales, a stark decline from the 48 percent share in 2015. Prime Day is a major marketing opportunity for Amazon to sell its own products, evidenced by the 62 percent sales share in 2018. This is particularly relevant in the computers and electronics segment, which was the most popular product category among Amazon Prime Day shoppers in the United States in 2018. Amazon sells its own range of digital devices, such as the Amazon Echo smart speaker which includes the Alexa digital assistant. In the first quarter of 2019, Amazon still held the top position in the smart speaker market, accounting for 21.7 percent of the smart speaker shipments worldwide. However, given that Amazon's market dominance has witnessed a steady decline as more and more products enter the market, Prime Day presents a welcome opportunity to boost its device sales.

Global Amazon Prime Day sales from 2015 to 2020

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Release date

October 2020



Survey time period

2015 to 2020

Special properties

all values are estimates

Supplementary notes

Prime Day was first launched in 2015. 2016 Prime Day was lasted only 24 hours and included less countries than the 2020 Prime Day, which included 18 counties and lasted 48 hours.
Sales include sales of marketplace merchants' inventory.

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Statistics on "Amazon Prime"

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