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Amazon Prime Day Orders Increased More Than Half in 2016

Amazon fulfillment

The numbers are in. Prime Day 2016 was Amazon’s biggest day ever.

The Seattle-based e-commerce company revealed that customer orders Tuesday beat Prime Day 2015 by more than 60 percent worldwide and more than 50 percent in the U.S. Not bad for a shopping holiday Amazon invented last year to mark its 20th anniversary—and all the more reason for it to take place again in 2017 and beyond.

“Prime itself is the best deal in the history of shopping, and Prime Day was created as a special benefit exclusively for our Prime members,” Greg Greeley, vice president of Amazon Prime, stated. “We want to thank our tens of millions of members around the world for making this the biggest day in the history of Amazon. We hope you had as much fun as we did. After yesterday’s results, we’ll definitely be doing this again.”

For a little background, Amazon Prime is a paid service costing $99 annually that includes such perks as free two-day shipping on millions of items in addition to digital content. It’s been estimated that there are more than 60 million Prime members worldwide, and Walmart and other retailers have trialed their own takes on it (minus the content).

No dollar amounts for those Prime Day 2016 orders were included in the company’s press release, however. It also only highlighted how electronics did compared with last year.

Want to know how fashion fared? According to research firm L2 clothing was a slow seller, despite more than 1,300 active and upcoming deals in men’s and women’s apparel and fashion categories.

“The average clothing deal sold less than a quarter of available stock. At the time of data collection, the 12 clothing deals with the largest discounts had only sold 28 percent and with less than two hours remaining, it was unlikely they would exhaust that inventory,” L2 wrote in a blog post.

Overall, though, the day could be deemed a success.

“Growing a holiday that was already about the size of Black Friday 60 percent globally, 50 percent domestically and 30 percent for third-party sales in the middle of July is truly impressive and something that only could be done by Amazon with their Prime subscriber base, private label devices and infrastructure,” commended Scot Wingo, executive chairman of e-commerce software firm ChannelAdvisor.