Prime Day 2021 was the biggest two-day period ever for Amazon’s third-party sellers globally, 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 in any previous year, taking advantage of big discounts across home, fashion, beauty, electronics and more. Prime members purchased more than 250 million items worldwide and saved more than any previous Prime Day.

“For the first time this Prime Day, we offered a double donation promotion through our charity initiative AmazonSmile, which saw more UK customers shopping through AmazonSmile than ever before,” said John Boumphrey, Amazon UK Country Manager.

“This year, Prime Day has also been good news for small businesses, with even more customers than last year taking advantage of our ‘Spend £10, Get £10’ promotion, providing a much-needed boost to small business sellers across the country.”

Prime Day continues to fuel small business success

Amazon invests billions in the success of its selling partners worldwide, and the two weeks leading up to Prime Day 2021 were a success for small business sellers thanks to the ‘Spend £10, Get £10’ promotion funded by Amazon. Globally, customers spent over $1.9 billion on more than 70 million small business products during the promotional period, more than a 100% year-on-year increase on sales compared to the Prime Day October 2020 promotion. Some of the UK small businesses selling on Amazon have also shared their Prime Day success stories.

Oliver Bristowe, Founder of Pets Purest saw a boost to business during the event: “Amazon Prime Day exceeds our expectations every year. This year we saw a 20% uplift in sales. And by using Fulfilment by Amazon (FBA), it means we can fulfil thousands of orders without worrying about having more resources. As a small business, Amazon allows us to maximise our potential.”

Fiona Thomas, Founder of Life’s Little Recipes saw the best sales day of the year on Prime Day: “This Prime Day has been a phenomenal success, resulting in our biggest sales day of the year! The increased exposure and traffic meant that a vast number of customers found us in droves, which has enabled even more people to connect with others and show their appreciation with our thoughtful gifts. Thank you Amazon for your small business support!”

Double donations for charities this year with Amazon Smile

AmazonSmile, an initiative launched in the UK in 2017 which enables Amazon customers to support their favourite charity at no extra cost to the customer or charity, doubled its donations this Prime Day in the UK.

As an added bonus for Prime members who activated AmazonSmile in the free Amazon Shopping App between 2nd - 22nd June, Amazon increased the donation rate to 5% on the first qualifying Prime Day purchase to the customer’s chosen charity – ten times the regular donation rate. Thanks to these promotions, this Prime Day saw more UK customers than ever before shopping through AmazonSmile.

Customers can generate donations for their favourite charities through AmazonSmile all year round through either the Amazon Shopping App (turn AmazonSmile ON under “Settings”) or at

Prime members saved on Alexa and other Amazon devices

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

Worldwide, 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 globally, including the all-new Fire HD 10 tablet, Fire HD 8 tablet and Fire HD 8 Kids tablet.

Global Prime Day trends

The best-selling categories worldwide for Prime Day 2021 included Tools, Beauty, Nutrition, Baby Care and Electronics which included Amazon Devices, Apparel and Household Products.

Prime members favourite deals this year 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, which were all top-selling products worldwide for Prime Day 2021.

Back to school items were popular for Prime members this year too as they purchased more than 600,000 backpacks, 1 million laptops, 1 million headphones, 240,000 notebooks, 40,000 calculators and 220,000 Crayola products.

UK best sellers list

Top selling products and categories in the UK Included:

  • Prime Day Top Selling Categories: Some of the top categories Prime members shopped and saved on Prime Day in the UK included Hardware, Skin Care, Devices, Spirits and Make-up.
  • Small and Medium-Sized Business Top Selling Categories: Top-selling categories for third-party selling partners included Lighting, Exercise and Fitness, Skincare, Housewares, Headphones, Linens, Wireless Accessories, Nail Care and Outdoors.

Every day made better with Prime

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