Amazon has said that its second annual Prime Day saw worldwide orders soar by more than 60 per cent year-on-year, despite reports of online glitches at the online checkout.
According to analysts, its estimated sales hit around the £300 million, cementing the self-created shopping holiday as one that is bigger than Black Friday.
“We want to thank our tens of millions of members around the world for making this the biggest day in the history of Amazon," Amazon Prime vice president Greg Greeley said.
"We hope you had as much fun as we did. After yesterday’s results, we’ll definitely be doing this again.”
The online retailer did not disclose how many people signed up for Prime, which costs £79 a year, to participate Prime Day – the main prerequisite for anybody wanting to take part in the sales event.
The day was also big for Amazon's own products, such as the Fire TV Stick streaming device, Kindle and Fire tablet, although the company has not yet revealed the specific sales figures for them or overall.
However, the Fire TV Stick was reportedly the best-seller, and the etailer also sold 90,000-plus TVs and two million toys, while the number of mobile app-based orders doubled compared to 2015.
Prime Day was first launched last year to mark Amazon's 20th birthday.