Amazon has gone and don’t it yet again. With Amazon Prime Day 2019 coming to a close in the wee-early morning hours Wednesday here on the East Coast, the company wrapped up its fifth annual birthday extravaganza. According to a statement released by Amazon on Wednesday morning, the two-day event, exclusively for Amazon Prime Members around the world, saw the company’s sales surpass that of the most recent Black Friday and Cyber Monday shopping days combined.

Of course, Alexa-enabled devices stole the show for the company. Prime Day was the most successful day for those devices on record. And further down the Amazon-branded devices list, Prime Day 2019 saw customers purchase two-times as many Ring and Blink devices as last year, two-times as many Fire TV Edition smart TVs as last year’s record-setting event, and more Fire tablets and Kindles than any day in the company’s history.

According to data from Adobe Analytics, Amazon Prime Day 2019 smashed the ecommerce giant’s two-day sales totals, achieving roughly $5 billion in sales. Amazon reported that Prime members scooped up more than 175 million items throughout the event. As for specific electronics items that performed well on Amazon, the company reported that more than 100,000 laptops were purchased over the two days along with more than 200,000 TVs, and 300,000 headphones.

Diving deeper into Adobe’s data from Prime Day 2019, it became clear that the wider retail community finally showed some grit and ingenuity as brands looked to capitalize on the Amazon-created “Black Friday in July” event. According to Adobe, 72 percent of large retailers (those with annual revenue of more than $1 billion) saw their U.S. online sales increase during day two of the event; 64 percent saw an increase during day one. For smaller stores (with annual revenue of less than $5 million), 25 percent saw a bump in single-day sales on day two, while 30 percent experienced a bump on day one.

Though not the only reason for the boost in performance, Adobe did point out that retailers were able to drive a lot of their success through email marketing campaigns. They found that brands that delivered “excellent email experiences” saw a 52 percent lift in revenue over the two days of Prime Day sales, compared to a smaller 23 percent bump for those who didn’t have solid email marketing campaigns.

So while Amazon continues to realize its own success on Prime Day, it’s clear that retailers are finally starting to catch on—and catch up—in the ecommerce game.

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