Amazon’s (AMZN) latest Prime Day sales event has generated a record $12.7 billion U.S. in sales.
Total sales from the Prime Day that ran from July 11 to 12 were up 6.7% from a year earlier, when U.S. consumers spent $11.9 billion U.S., according to Adobe Analytics.
Amazon is calling the latest Prime Day sales event its “biggest ever,” with shoppers buying more than 375 million items worldwide over two days, up from 300 million items sold in July 2022.
Amazon added that the first 24 hours of its latest Prime Day was the “single largest sales day in company history.”
Hot selling items during the Prime Day event included discounted home goods, fashion and beauty products, and electronic devices ranging from Fire TV sticks to Apple (AAPL) AirPods.
Amazon started Prime Day in 2015 to attract new Prime subscribers and deepen member loyalty, as well as boost sales during the slow summer months.
However, despite Amazon reaching a new sales record, the latest Prime Day event fell short of expectations, according to Adobe Analytics.
Analysts who cover Amazon has forecast total U.S. online sales to grow 9.5% year-over-year and reach $13.1 billion U.S. during the two-day event.
Amazon’s stock has increased 18% over the past 12 months to trade at $134.68 U.S. per share.
