It was Amazon’s biggest Prime Day shopping event ever. Here’s what customers bought.

Amazon just had the biggest Prime Day shopping event ever, with record sales and more items sold during the two-day event than any previous Prime Day event. From July 16 through 17, Prime members globally saved billions on deals across every category. A record-breaking number of customers signed up for Prime in the three weeks leading up to Prime Day, with millions of new members worldwide. That could also mean new opportunities for your brand to reach customers beyond the shopping event.

“Prime Day 2024 was a huge success, thanks to the millions of Prime members globally who turned to Amazon for fantastic deals, and our much-appreciated employees, delivery partners, and sellers around the world who helped bring the event to life for customers,” said Doug Herrington, CEO of Worldwide Amazon Stores. “We love helping Prime members save money, and Prime Day is the ultimate celebration of the savings, selection, and convenience that Prime membership provides customers looking for shopping, entertainment, food delivery, and more.”

Previously, the first day of Prime Day 2023 was the single largest sales day on Amazon. 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.

So, what did everyone buy? Popular brands like Sol de Janeiro, Apple, Dyson, and Ring stood out, and independent sellers sold more than 200 million items during the Prime Day event. There were also Prime Day travel deals to be found, with members getting discounts on vacation experiences, car rental brands, and cruise packages. Finally, members saved on subscriptions for Amazon Music Unlimited, Kindle Unlimited, Audible, and Amazon Fresh and Whole Foods Market grocery delivery, plus food delivery from Grubhub+.

For advertisers, the benefits of Prime Day don’t stop now. It can be the ideal time to reach new Prime members, for example. Explore more of our Prime Day marketing tips, as well as our self-service Amazon Ads products—including Sponsored Products, Sponsored Brands, Sponsored Display, and Amazon DSP—to keep reaching customers beyond Prime Day.