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Revealed: Amazon’s best-sellers during biggest ever Prime Day

Amazon Prime Day
Amazon Prime Day
// Amazon Prime Day, held earlier this week was the biggest ever Prime Day
// The Fire TV stick with Alexa voice remote was the top selling item

Amazon has revealed that this year’s Prime Day event was its biggest ever with more than 300 million items bought worldwide over the two-day promotional event this week.

In the UK, the Fire TV stick with Alexa voice remote was the most popular item bought. Other Amazon devices such as the Ring video doorbell, the Echo Dot smart speaker with Alexa and the Fire HD tablet.

Excluding Amazon devices, the most popular categories in the UK over Prime Day were hardware, skincare, makeup and spirits.

Top performing items included Garnier vitamin C face serum, Shark cordless stick vacuum cleaner, Purina One chicken and wholegrains dry cat food, and Rimmel 3D lash volumising mascara.

Despite the success of Amazon’s devices, the online giant revealed that the growth of its selling partners, most of whom are small and medium-sized businesses, outpaced that of Amazon’s own retail business over Prime Day, which took place on 12 and 13 July.

Customers spent over $3 billion on more than 100 million small business items included in the Support Small Businesses to Win Big sweepstakes

READ MORE: Amazon Fresh stores offer 25% off as part of Prime Day

Amazon UK country manager John Boumphrey said: “UK Prime members participated in Prime Day at record levels, saving on everything from everyday basic to devices seasonal purchases for the summer. 

“Prime Day delivered something for everyone – great savings for Prime customers, critical sales for the 65,000 UK small businesses that sell on Amazon, and increasing donations for more than 45,000 UK charities that customers can choose to support through AmazonSmile.”

Hazel Reynolds, founder of Gamely Games, a small games business that sells via Amazon, said Prime Day had given it a “fantastic boost” during a quieter sales period. “Sales were up more than 500% compared to a typical equivalent day, which makes a big difference to a small business like ours,” she said.

Amazon Prime Day UK best-sellers by category


Garnier vitamin C face serum

Rimmel Extra 3D lash volumising mascara

CeraVe smoothing cleanser

Bed Head by Tigi resurrection shampoo and conditioner

Beer, wine and spirits

Kraken black spiced run

Talisker 10 year old single malt whisky

Aviation American gin

19 Crimes red wine


Anker power bank

Duracell Plus AA batteries

Bose noise cancelling headphones

Anker Soundcore mini bluetooth speaker

JBL flip 5 bluetooth speaker


Boss men’s t-shirt

Kanastal polarised driving sunglasses

Boss men’s boxers

Swarovski symbolic pendant

Havaianas women’s Swarovski flip flops


Shark cordless vacuum cleaner

Corosi air fryer

George Foreman large grill, 

Philips smart light bulbs

SodaStream sparkling water maker machine


Barbie colour reveal mermaid dol

Lego mighty dinosaurs toy

Melissa & Doug wooden ice cream set

Hasbro Boggle

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