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One of Amazon’s Prime Day Bestsellers? A Private-Label Dress

Yet again Amazon’s Prime Day shopping event sold record amounts of product as members shopped in record numbers across 17 countries, but the real story lies in a seemingly ho-hum wardrobe staple.

In announcing results from the 36-hour retail holiday, Amazon crowed about its devices: droves of shoppers snapped up Echo Dot voice speakers and Fire Stick with Alexa voice remotes. July 16, which kicked off the sale, became the “best day ever” for Kindle readers and saw new Prime members join in record numbers. Feedvisor data indicates that the six additional hours in Prime Day 2018 lifted sales 24 percent, with order volume up 18 percent.

Amazon’s data shows that consumers responded well to particular categories of product. The ones that moved more than 5 million items apiece? Toys, kitchen goods, beauty products, computers and accessories—and apparel.

Much has been made about Amazon’s apparel ambitions, and once more the numbers show that the company’s investments in the sector are bearing fruit. Amazon called out one particular Prime Day top seller: the Daily Ritual Women’s Jersey Short-Sleeve V-Neck T-Shirt Dress.

In the run-up to Prime Day, Amazon promoted significant savings on national brands, like up to 40 percent off children’s denim from Levi’s and The Children’s Place and 40 percent reductions taken from Hudson, Lucky and NYDJ jeans. Brands like Champion and Puma were as much as half off.

And still, Amazon made sure to mention that its simple, “elevated basic” poly-rayon-blend women’s T-shirt dress with 4.5 stars aggregated across 24 customers was one of its many, many bright spots coming out of Prime Day.

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For Amazon, it’s all coming together: a growing stable of private-label apparel brands expected to ready $25 billion, a try-before-you-buy Wardrobe service aligned with how consumers want to shop for apparel online, patents for a system to produce clothing on demand, body scanning research, an increasingly fashionable reputation and unparalleled treasure troves of data on consumers preferences and purchasing habits. Not to mention world-class logistics that have completely upended consumer expectations for the time it takes an order to travel from from fulfillment center to front door.  

Despite everything going for a company projected to command nearly 50 percent of e-commerce sales, even Amazon suffered from technical difficulties once the magic 3 p.m. EST hour arrived to kick off Prime Day on July 16—though sales still surpassed those from the prior-year period, according to Feedvisor data.

Amazon wasn’t the only retailer to notch record-setting sales on Tuesday. Target responded to Prime Day with its own collection of deals and discounts, achieving its strongest day of online sales so far for 2018.

“Target’s announcement that it experienced its largest online sales day of the year on Amazon’s July 17 Prime Day illuminates the importance to their competitive positions of brick-and-mortar retailers maintaining solid websites and distribution capability, and we expect other large retailers to have benefitted from the heavy online activity spurred by Prime Day as well,” said Charlie O’Shea, lead retail analyst for Moody’s, adding that retailers should position themselves as the “second site” consumers flock to after an initial search on Amazon.