In Amazon's own words, Prime Day got off to a pretty "ruff" start. But it still wound up having a pretty doggone good day.
Many shoppers were stymied Monday afternoon by widespread website difficulties, encountering Amazon's (AMZN) signature 404-error dogs of Amazon instead of the thousands of discounts they'd flocked to the site for on what's become the e-commerce giant's biggest sales day of the year.
But with the event ending at 3 a.m. ET on Wednesday, the results are in -- and as expected, Prime Day once agains broke records this year, despite the site outages.
In a press release, Amazon said that members purchased more than 100 million products worldwide, led by Amazon's own family of electronics.
"Best-sellers worldwide were the Fire TV Stick with Alexa Voice Remote and Echo Dot -- making this, with 12-hour early access to device deals, the biggest event ever for Amazon devices."
Victor Rosenman, Feedvisor's CEO of sales intelligence company Feedvisor, said that the site outages affecting the launch of Prime Day weren't catastrophic for Amazon. "The impact of the glitch was very minimal -- we saw about a 5% decrease in orders [compared to the same period last year], and it quickly corrected itself."
Estimates vary, however: Internet Retailer estimated that Amazon may have lost $72 million in sales during the outage.
In 2017, Amazon netted an estimated $2.41 billion in sales during Prime Day, and Coresight Research had projected this year's sales to exceed $3.4 billion this year. Based on some industry estimates, the total haul for Amazon may be a bit lower: By the end of the event, Feedvisor's data indicated that sales increased 24%, which translates into about $3 billion in total sales for Prime Day. Meanwhile, RBC Capital Markets' Mark Mahaney told Reuters in an interview that Amazon likely netted between $1.5 billion and $2 billion in revenue during Prime Day, with total sales including third-party vendors topping $3.5 billion.
Amazon does not release its own sales figures for the day.
Amazon may have again had "biggest shopping event in Amazon history," as they said in the press release, but other retailers saw a boost from Amazon's shopping holiday as well. Adobe Digital Insights reported a lift in online sales for other large retailers with revenues of more than $1 billion.
"We've seen a 55% lift in online sales year-over-year over the course of Prime Day for large retailers -- massive growth that we attribute to shoppers making purchases online with a variety of retailers," said Taylor Schreiner, director of Adobe Digital Insights.
On Wednesday afternoon, shares of Amazon were roughly flat at $1,843.91. Year to date, shares up more than 55%.