“We are thrilled that Prime Day was a record-breaking event for small and medium businesses worldwide, with sales surpassing $3.5 billion—an increase of nearly 60% from last year,” Jeff Wilke, Amazon CEO Worldwide Consumer, said in a news release Thursday.
Amazon highlighted that it would invest $18 billion this year to help small and medium-sized businesses “succeed in its store” and “designed this Prime Day to support small businesses even more—including funding a promotion that helped drive over $900 million in sales for small businesses in the two weeks leading up to Prime Day.”
Amazon confirmed to CNN Business that this Prime Day was the best on record since the annual event started in 2015, but the company declined to include this detail in this year’s official announcement. Amazon declined to provide a sales figure, but some analysts had predicted Amazon would make as much as $10 billion in sales this Prime Day.
The messaging strategy was a departure from years past.
“Amazon’s First Ever Prime Day Breaks Global Records, Sales Exceed Black Friday,” the company announced in 2015. Two years later, Amazon boasted “Prime Members Enjoyed Biggest Global Shopping Event in Amazon History this Prime Day.” And last year, an Amazon press release asked, “Alexa, How Was Prime Day? Prime Day 2019 Surpassed Black Friday and Cyber Monday Combined.”
“Every one of the big tech platforms is trying to position itself as friends of the little guy during the pandemic,” said Andrew Lipsman, analyst at market research firm eMarketer, who has studied Amazon for more than a decade.
CNN Business’ Brian Fung contributed to this article.