The history of Prime Day

Amazon turned 20 and on the eve of its birthday, the company introduced Prime Day, a global shopping event. Our only goal? Offer a volume of deals greater than Black Friday, exclusively for Prime members.

Our first Prime Day was July 15, 2015, lasting 24 hours, and spanning 9 countries including the U.S., UK, Spain, Japan, Italy, Germany, France, Canada, and Austria.

- Customers actually bought more items than on Black Friday 2014, our biggest Black Friday ever at the time.
- They ordered 34.4 million items across Prime-eligible countries, with 398 items ordered per second.
- Customers ordered hundreds of thousands of Amazon devices - making it the largest device sales day ever, worldwide.
- 24,000 Instant Pot 7-in-1 programmable pressure cookers were sold.
- Amazon sellers using Fulfillment by Amazon (FBA) enjoyed the biggest day ever with record-breaking unit sales growing nearly 300% worldwide.

The second Prime Day even surpassed Prime Day 2015 by more than 60% worldwide, and more than 50% in the U.S. Customers in the U.S., UK, Spain, Japan, Italy, Germany and Austria, France and Belgium, and Canada enjoyed shopping Prime Day 2016.

- Prime members saved more than double on deals over Prime Day 2015.
- More than two million toys and more than one million pairs of shoes were purchased by customers.
- It was the biggest day ever for Amazon devices globally and a record Prime Day for each Amazon device category including Fire TV, Fire tablets, Kindle e-readers, and Alexa-enabled devices.
- 215,000 Instant Pot 7-in-1 multi-functional pressure cookers were sold.
- Prime members purchased an average of one Alexa-exclusive deal per second during Prime Day, using their voice.
- Small businesses and sellers on Amazon offering deals to Prime members saw orders nearly triple, year-over-year, on Prime Day.

Prime Day started on July 11, 2017 and lasted 30 hours – because only Amazon could put 30 hours in a day.

- Echo Dot was the most popular Prime member purchase.
- Tens of millions of Prime members made a purchase on Prime Day 2017, more than 50% higher than the prior year.
- Added Mexico and China to the growing number of countries enjoying Prime Day.
- More than 3.5 million toys were purchased by customers worldwide.
- Tens of millions of customers used the Amazon App on Prime Day, with customer orders on the app more than doubled compared to 2016.
- Prime members’ most popular purchase was the Echo Dot, which was the best-selling product from any manufacturer in any category across Amazon globally.
- Instant Pot DUO80 7-in-1 multi-use programmable pressure cooker was a top seller in the U.S. and Canada.

Prime Day 2018 was the biggest global shopping day (and a half) in Amazon history, lasting 36 hours from start to finish.

- Members worldwide purchased more than 100 million products during Prime Day.
- Best-sellers worldwide were the Fire TV Stick with Alexa Voice Remote and Echo Dot – making this, with 12-hour early access to device deals, the biggest event ever for Amazon devices.
- Small and medium-sized businesses selling on Amazon far exceeded $1.5 billion in sales this Prime Day.
- Customers purchased more than five million items in each of the following categories: Toys, Beauty products, PCs and computer accessories, Apparel and Kitchen products.
- For the first time, U.S. Prime members celebrated Prime Day with a week of savings at Whole Foods Market. Members saved millions of dollars at Whole Foods Market with Prime Day deals, of which the best-selling deal was organic strawberries.
- Members purchased more than 300,000 Instant Pot 6 Qt 7-in-1 multi use pressure cookers.

Prime Day starts at midnight PT on Monday, July 15 and – for the first time ever – runs for 48 hours. There are now 18 participating countries including U.S., U.K., Spain, Singapore, the Netherlands, Mexico, Luxembourg, Japan, Italy, India, Germany, France, China, Canada, Belgium, Austria, Australia, and – new this year – United Arab Emirates.

Prime Day 2019 will feature more than one million deals globally, including hundreds of thousands of Prime Day deals from small and medium-sized businesses around the globe and, for the first time, members will be able to shop a dedicated page of Prime Day deals from U.S.-based innovators, artisans, and entrepreneurs.

- Toshiba HD 43-inch Fire TV Edition Smart TV, only $179.99
- Up to 40% off the Key for Garage myQ Smart Garage Hub + Amazon Cloud Cam (Key Edition) Kit – our lowest price ever at just $99.98
- New JoJo Siwa products, customized Levi’s Iconic 501 for him and Levi’s 721 High Rise for her by Pro Football Player, Sterling Shepard and model, Chanel Iman Shepard,
- Special-edition electric bike from Schwinn
- Limited-edition natural canvas tote from FEED, and with every purchase FEED will donate ten meals in the U.S. in support of No Kid Hungry's free school breakfast program
- Moon and Back by Hanna Andersson - Amazon Fashion partnered with Hanna Andersson to create soft, organic cotton for comfy, hand-me-down happiness for babies and toddlers
- Jabra Elite85h wireless headphones, with SmartSound audio technology, Alexa built-in and up to 36 hours of playtime
- iOttie Easy One Touch Connect smartphone car mount, featuring Alexa built-in and iOttie’s patented Easy One Touch mechanism