Here's What Sold Most During Amazon Prime Days 2021

• In the two-week lead-up to Prime Day, customers spent $1.9 billion on small business products during the Spend $10, Get $10 promotion period, more than a 100% year-over-year increase compared to the Prime Day October 2020 promotion
• More than 250 million items were purchased by Prime members worldwide
• Members shopped more and saved more than any other Prime Day, and some of the best-selling categories around the world included electronics and Amazon Devices—plus Prime members already started shopping back-to-school items, purchasing more than 600,000 backpacks, 1 million laptops, 1 million headphones, 240,000 notebooks, 40,000 calculators, and 220,000 Crayola products
• Amazon Music promotions drove more sign-ups for Amazon Music Unlimited globally than on any other Prime Day

Prime Day 2021 last week was the biggest two-day period ever for Amazon’s third party sellers, nearly all of which are small and medium-sized businesses, growing even more than Amazon’s retail business. 

Prime members in 20 countries shopped more this Prime Day than any previous Prime Day and scored deep discounts across home, fashion, beauty, and electronics. Members purchased more than 250 million items worldwide and saved more than any Prime Day before.

“A huge thank you to all of the Amazon teams who made this Prime Day possible for members worldwide and to Prime members who supported small businesses in big ways,” said Dave Clark, CEO of Worldwide Consumer. “Prime members are an important part of our Amazon family, and we love to celebrate them during Prime Day with incredible deals and entertainment, including this year’s Prime Day Show.”

➤Prime Day Continues to Fuel Small Business Success

Amazon invests billions in the success of its selling partners, and the two weeks leading up to Prime Day 2021 were a boon for small business sellers with the Amazon-funded Spend $10, Get $10 promotion. Customers spent over $1.9 billion on more than 70 million small business products during the promotional period, more than a 100% year-over-year increase on sales compared to the Prime Day October 2020 promotion.

“We are thrilled to be working with Amazon; Prime Day is a resounding success for our small business,” said Naa-Sakle Akuete, Mother’s Shea, a luxury-quality shea butter company based in Brooklyn, New York. “We appreciate that Amazon is a partner who can help us succeed, and makes it simple for customers to find and purchase Mother's Shea. Amazon enables us to reach an audience that would otherwise be difficult to reach on our own.”

“We're blown away by Amazon's Prime Day support for small business partners like Sheets & Giggles,” said Colin McIntosh, CEO of Sheets & Giggles, a high-quality eucalyptus sheets company based in Denver, Colorado. “We saw an 800% increase in units sold on day one. We don't have a large team or unlimited resources, so the concentrated exposure is something we couldn't have done without Amazon's Support Small campaign.”

➤Amazon Devices and Alexa

Members took advantage of incredible savings on Amazon Devices throughout Prime Day.

Fire TV Stick 4K with Alexa Voice Remote was the most popular item purchased during Prime Day with customers purchasing more Fire TV 4K streaming media players on Prime Day this year than any previous Prime Day.

Customers purchased a record-setting number of Fire TVs, from brands including Toshiba and Insignia, during Prime Day and the two weeks leading up to this year's event.

Customers purchased hundreds of thousands of Amazon Fire tablets and Fire Kids tablets this Prime Day, including the all-new Fire HD 10 tablet, Fire HD 8 tablet, and Fire HD 8 Kids tablet.

In the days leading up to Prime Day, Alexa helped make shopping easier for tens of millions of customers, including by proactively finding deals on items in customers' carts and enabling them to get important reminders.

➤Prime Day Trends

Best-selling categories worldwide for Prime Day 2021 included tools, beauty, nutrition, baby care, electronics including Amazon Devices, apparel, and household products.

Top-selling products worldwide for Prime Day 2021 included iRobot Roomba 692 Robot Vacuum, Keurig K-Slim Coffee Maker, Apple Cider Vinegar Gummy Vitamins by Goli Nutrition, and Crest 3D White Professional Effects Whitestrips.

Prime members worldwide saved while gearing up for back to school purchasing more than 600,000 backpacks, 1 million laptops, 1 million headphones, 240,000 notebooks, 40,000 calculators, and 220,000 Crayola products.

Tens of millions of customers viewed Prime Day product demonstrations and try-on hauls, heard directly from creators, and more during Amazon Live livestreams throughout Prime Day.

In the U-S, Prime Members scored incredible deals on best-selling items in participating countries worldwide. Some of the top-selling deals from around the world, excluding Amazon Devices, included:

• Waterpik Electric Water Flosser, Orgain Organic Plant Based Protein Powder, 23andMe Health DNA Test, iRobot Roomba 692 Robot Vacuum, Instant Pot Duo Plus 6 Quart 9-in-1 Pressure Cooker