Amazon's Prime Day still broke records, despite glitches

Despite a rocky start beset by website outages Amazon has deemed its fourth annual Prime Day a success

Despite a rocky start beset by website outages Amazon has deemed its fourth annual Prime Day a success

Amazon's third annual Prime Day, a 36-hour sales event for Prime users, was supposed to kick off smoothly at 12 p.m. PT/3 p.m. ET. on Monday, but when many shoppers logged on during those first several hours, they were met with 404 error pages featuring photos of different dogs.

For Prime Day, Amazon's own Fire TV Stick and Echo Dot were this year's global best-sellers, the company said, putting Amazon's Alexa voice assistant into even more homes worldwide.

Customers purchased more than 5 million toys-a 1.5 million increase from 2017.

Other best-sellers ranged from tech products like phone chargers, SD cards, and Phillips Hue light bulbs, to home products like vacuum cleaners and laundry detergent, to video games and PlayStation memberships. When looking at the best sellers by country, the US's top sellers included an instant pot, a 23 and Me DNA test and the LifeStraw personal water filter.

Jul. 16 marked the start of Prime Day 2018, Amazon.com's (NASDAQ:AMZN) biggest non-holiday sales event.

Amazon expanded Prime Day to 36 hours this year, six hours longer than last year.

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The company reports earnings for the second quarter later this month, when it could provide more anecdotal information about Prime Day results, but the actual numbers won't be reflected in that report because the shopping event took place after the quarter ended. The two items were listed as top US sellers for Prime Day. "The best deals on Amazon during Prime Day are going to be private label products", he said.

But Amazon.com suffered ongoing technical glitches that left many shoppers unable to complete purchases.

While Prime Day spurs on consumers to buy from retailers large and small, "last year the middle-size retailers didn't find an effect strategy to compete on that day", Schreiner said.

Feedvisor used its database of clients, made up of companies that sell on Amazon (AMZN), to analyze the sales trend. Shoppers were expected to spend US$3.4 billion on the site during the event, up more than 40 percent from a year earlier, according to Coresight Research.

One research firm estimated sales were stronger than the same stretch for Prime Day previous year, though the gimmick shopping holiday doesn't matter, with or without glitches.

Deals on Prime Day are not available to everyone.

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Megan Quinn, general partner at Spark Capital, tweeted that Amazon's cloud competitors at Google should be delighted: "Diane Greene is the only person celebrating Amazon Prime Day so far", referring to Google's cloud chief.

Prices for keyword search ads are auctioned based on supply and demand, with the costs spiking on Prime Day because the company's Prime members are big online spenders, said Jeremy Hull, vice president at iProspect, a digital marketing firm.

"It wasn't all a walk in the (dog) park, we had a ruff start", Amazon said in a statement early Tuesday.

Amazon doesn't release Prime Day sales figures.

"Prime Day is another example of penetrating the market to capture market share quickly".

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