"Extending Prime Day to a day and a half this year allowed us to further reward members with unbeatable deals, access to exclusive new products and unforgettable experiences that highlight the many benefits of a Prime membership".
John Gillan, managing director for the United Kingdom and Northern Europe, Criteo, said: "Now in its fourth year, Amazon Prime Day is continuing to produce a halo effect for the wider retail community here in the UK".
Amazon's Prime Day is known for giving members the best deals on a variety of products, but it could also be the company's entrance into reaching more consumers through mobile devices.
Prime Day was celebrated in 17 countries, and the top-selling items in different countries were just as varied as here in the U.S. In Japan, customers favored Whey Protein and "Super Nanox Liquid Laundry Detergent", while United Kingdom customers stocked up on Bosch Cordless Drills and the Philips Hue Personal Wireless Lighting Light Strip. During the event, total sales from these businesses surpassed $1 billion, which reportedly exceeded sellers' expectations. Items range from groceries to electronics, including a variety of new brands added to Prime Now since the launch such as Sunshine, Bebe Bamboo, Archipelago Beer, Kat Food, Razer and more. The company now has over 80 private labels compared with less than 40 a year ago. At the time, users who clicked on buttons on Amazon's main landing page weren't taken anywhere. Selected private label apparel and shoes were discounted up to 50 percent while furniture and household goods were discounted at 30 percent. Amazon's Prime Day Lightning Deals are limited-time, limited-stock offers that are exclusively available to Amazon Prime subscribers. In a press release, Target touted its one-day summer sales event - which occurred on Prime Day - as being the highest single day of online traffic and sales of 2018.
"It is our belief Amazon's free and fast delivery proposition is core and essential for long term Prime membership, but it is the little bursts of excitement, whether from access to unbelievable deals or favourite photos and music, that inspire people to take action and actually sign up", Starcom director audience and measurement solutions, Nicole Conroy, said.
The recently launched Vodafone Youth Offer on Amazon Prime in India also encouraged the digital video platform's younger consumers to binge more on comedy.