Executive Summary

Amazon recently held its fifth annual Prime Day event to honor its Prime members with steep discounts and deals across a range of products and categories. This year’s midsummer shopping event—extended to 48 hours and held on July 15 and 16—racked up record membership sign-ups and sales, further cementing Amazon’s ecommerce leadership position, while creating incremental opportunities for sellers and competing retailers.

How much was spent on Prime Day?

Various industry estimates put Prime Day spending on Amazon at $6 billion to $7 billion during the two-day event, along with strong growth rates compared with last year. Amazon noted that Prime Day surpassed its combined results from Black Friday and Cyber Monday 2018.

What were the top-selling products on Prime Day?

The top-selling product on Prime Day—in the US and worldwide—was the Fire TV Stick streaming video device, while Amazon’s Echo Dot smart speaker ranked second. Top non-Amazon products in the US included the Instant Pot DUO60, Lifestraw personal water filter and 23andMe health and ancestry kit.

How did other retailers do on Prime Day?

Research indicates that while Amazon had strong performance on Prime Day, so did many other retailers. Big-box retailers like Walmart, Target, Kohl’s and Best Buy also achieved strong double-digit traffic growth, while apparel retailers like Nike and Gap posted triple-digit gains.

WHAT’S IN THIS REPORT? This follow-up to our Amazon Prime Day 2019 preview report analyzes the post-event results for Amazon and other retailers, and its implications for back-to-school and beyond.

KEY STAT: This year, the number of Amazon Prime households in the US will surpass half of all US households, with that figure reaching 65.0 million people, according to our May 2019 estimates.