Amazon designed Prime Day 2020 to provide Prime members with amazing savings, and to support small businesses by helping them connect with more customers and grow their sales. The results were record-setting.

Prime members in the UK saved more than £75 million during Prime Day, taking advantage of deep discounts and incredible deals over the two-day event—some of the top categories members shopped and saved in the UK included Hardware, Spirits, Small Devices and Skin Care.
Hazel Reynolds, Founder of Gamely Games, standing in a beach holding all of her games.
Hazel Reynolds, Founder of Gamely Games.

Third-party selling partners—most of which are small and medium-sized businesses—surpassed $3.5 billion in global sales on Prime Day—a nearly 60% year-on-year increase worldwide, growing even more than Amazon’s retail business.

The Echo Dot was the most popular item purchased on Prime Day globally and in the UK. Outside of Amazon Devices, best-selling products in the UK included the Shark Upright Vacuum Cleaner, Celebrations Chocolate Bulk Box, Halloween Party Bag Fillers, and Oral-B Smart 6 6000N CrossAction Electric Toothbrush, among others.

“We are thrilled that Prime Day was a record-breaking event for small and medium businesses worldwide, with sales surpassing $3.5 billion—an increase of nearly 60% from last year,” said Jeff Wilke, CEO Worldwide Consumer. “We’re also proud that Prime members saved more than $1.4 billion worldwide, and we look forward to providing more opportunities for our selling partners to grow and customers to save throughout the festive season. I’m incredibly thankful to our employees and partners around the world who helped make Prime Day possible, especially the dedicated front-line teams in our fulfilment centres and delivery operations.”

Investing in small business success
To expand our ongoing commitment to help small businesses during the COVID-19 pandemic and beyond, throughout Prime Day and the festive season Amazon is spending more than £75 million on promotional activities to help small businesses around the world increase their sales and reach new customers.

As part of these investments, we launched new curated collections to connect customers with small businesses leading up to, during, and after Prime Day. We also highlighted offers from dozens of small businesses on Amazon Storefronts throughout Prime Day, and promoted hundreds of thousands of Prime Day deals from small- and medium-sized businesses.Leading up to Prime Day, our biggest-ever small business promotion offered Prime members a £10 credit to spend on Prime Day when they spent £10 on items sold by select small businesses.

“Small and medium-sized businesses selling on Amazon had the biggest two days ever this Prime Day,” said Doug Gurr, Amazon UK Country Manager. “Compared to last year, these businesses saw an increase of more than 75% in product sales in the UK alone – it’s great to see them embracing online sales for the first time. We are committed to helping our customers save and supporting selling partners with further promotional programmes throughout the season ahead.”

Small businesses on Prime Day: in their own words