Illustration of cardboard cutouts on a blue background celebrating Amazon's worldwide two-day parade of deals, Prime Day, on July 15 & 16, 2019.

The history of Prime Day

How and why Prime Day came to be, and the impact and scale for customers, small businesses and sellers on Amazon.
on June 24, 2019
Prime Day came to life for customers on July 15, 2015, as a way to celebrate Prime members on Amazon's 20th birthday. We continue to innovate on behalf of the customer, with Prime Day growing each year. Prime Day 2019, will be the longest ever, set for 48 hours – July 15 and 16 – around the world. So, we're taking a look back at the history of Prime Day.
  • 2015
    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.

    Prime Day 2015 highlights


    - 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.
  • 2016
    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 Day 2016 highlights


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

    Prime Day 2017 highlights


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

    Prime Day 2018 highlights


    - 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.
  • 2019
    Prime Day started 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 features 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 are able to shop a dedicated page of Prime Day deals from U.S.-based innovators, artisans, and entrepreneurs.

    U.S. Prime Day exclusives include


    - 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
Prime Day is once again poised to delight members as we deliver the best of both shopping and entertainment. Stay tuned for more star-studded news, coming soon.
  • Start
  • 2015
  • 2016
  • 2017
  • 2018
  • 2019
  • End
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