The first day of Prime Day was the single largest sales day ever on Amazon, helping make this the biggest Prime Day event ever

July 13, 2023

Prime Day logo

The first day of Prime Day 2023 was the single largest sales day on Amazon, helping make it the biggest Prime Day event ever (breaking the previous record held by Prime Day 2022). There are more than 200 million paid Prime members in 25 countries around the world. Over the course of the two-day shopping event, Prime members purchased more than 375 million items worldwide and saved more than $2.5 billion on millions of deals across the Amazon store, helping make it the biggest Prime Day event ever.

“The first day of Prime Day was the largest sales day in Amazon’s history, and Prime members saved more this year than any other Prime Day event,” said Doug Herrington, CEO of Amazon Stores. “Prime is an incredible value, and we’re proud to offer additional value for members through exclusive deals events like Prime Day. Thank you to our Prime members for continuing to shop in our store, and to our employees and independent sellers around the world who delivered for customers this Prime Day.”

One of the biggest shopping events of the year, Prime Day offers deals and purchasing opportunities to Prime members on Amazon, spanning shopping industries from electronics to home goods. Even though the event has ended, there are still opportunities for small and large businesses alike to continue their marketing strategies throughout the rest of the year.

Small businesses on Prime Day

Amazon’s wide selection is made possible through independent sellers—most of which are small and medium-sized businesses—and this Prime Day was the largest ever for independent sellers in Amazon’s store. Amazon offered more Prime Day deals on small-business products than ever before, and this year, small businesses Caraway, True Classic, and TUSHY increased their average daily sales in Amazon’s store by over 18x during the first day of the Prime Day event when compared to 2023 leading up to Prime Day.

To get started with your own small-business advertising strategy, check out Amazon Ads products including Amazon Marketing Cloud, Amazon Ad Server, and Amazon Marketing Stream (beta).

Best-selling Prime Day items

This year, Amazon offered more deals than any past Prime Day event. Prime members also purchased millions of Alexa-enabled devices, including Fire TV Stick (3rd Gen) with Alexa Voice Remote, which was the best-selling product across all of Amazon worldwide.

This year’s top-selling deals included:

  • Fire TV Stick
  • LANEIGE Lip Glowy Balm
  • Apple AirPods
  • Bissell Little Green Portable Deep Cleaner
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Prime members save more

Prime members saved more this year than any other Prime Day event, saving more than $2.5 billion across millions of deals and getting exclusive access to the lowest prices on Amazon so far this year on select products from a variety of brands, like the ones below.

  • Bose
  • Hey Dude
  • Theragun

Learn more about marketing in your specific industry

Below, we’ll break down the top deal categories and offer some tips for how you can use related Amazon Ads products to help expand your brand’s reach. Here are three of this year’s top deal categories and the related Amazon Ads products you could use to help expand your reach.

hands holding boxes
hands holding boxes

With everything from kitchen appliances to mattresses to floor care, this industry has it all. Reach shoppers seeking to decorate their apartment or furnish a home with the help of innovative digital experiences, for example.

The fashion industry is an ideal place to create an omnichannel marketing strategy, whether you’re advertising sportswear or luxury brands.

The beauty industry includes cosmetics, skin care, fragrance, and more. To help you brand stand out, try using Streaming TV ads to help reach your audience.

How brands can continue Prime Day success

Explore more of our Prime Day marketing tips, which detail how you can remarket your featured products, engage with your existing customers, and assess your top-selling products to prepare for future events. Self-service Amazon Ads products—including Sponsored Products, Sponsored Brands, Sponsored Display, and Amazon DSP—could help you reach customers beyond Prime Day, as well.