Amazon was conspicuously silent on one point when it announced its Prime Day statistics. In previous years, the shopping holiday raked in bigger sales than Amazon's Black Friday or its Cyber Monday, and the online retailer was quick to say so. This year, Amazon did not. If Prime Day in fact did not exceed 2019's Black Friday and Cyber Monday, it may have been because of its proximity to the holiday shopping season. Amazon delayed the sales event when the coronavirus pandemic caused consumers to deluge its marketplace with orders. The event usually takes place in July.
Comparisons to other shopping holidays aside, Prime Day was still a huge success. Sales exceeded $10 billion, a more than 45% increase over last year's Prime Day. Amazon's third party sellers did particularly well, bringing in $3.5 billion collectively, a 60% increase over last year.
This year, Amazon did more to promote the small businesses on its marketplace funding a program that gave Prime members $10 to shop on any product during Prime Day if they spent at least $10 on items sold by marketplace sellers from Sept. 28 through Oct. 12.