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An product“>Amazon Prime billboard in New York City.
5 billion of goods across 19 countries, a 60% increase over last year, Amazon said in a press release.
The announcement comes as Amazon faces antitrust scrutiny for its treatment of third-party retailers in the marketplace that the company operates.
Historically, Amazon has primarily used Prime Day to drive sales of the company’s products and Prime membership program.
“At the end of the day, Prime Day has always been about Amazon promoting itself first, its own products, its own memberships,” said James Thomson, a partner at the third-party seller consultancy Buy Box Experts, ahead of the event.
Amazon used this year’s Prime Day to focus on the 2.
3 million third-party sellers in the marketplace, including a promotion that helped drive $900 million in sales to those merchants for two weeks leading up to the event.
Third-party sales “again grew faster this quarter than Amazon’s first-party sales,” Amazon CEO Jeff Bezos said in the company’s second quarter earnings report this year.
The push to support third-party retailers comes amid antitrust scrutiny from lawmakers and former Amazon sellers who claim the company abuses its role as marketplace arbiter.
The report dedicates an 83-page section to the Seattle-based e-commerce giant, informed by internal company emails, extensive market research, interviews with third-party retailers, submissions from industry groups, and testimony including the a hearing this summer with Bezos and others.
“Amazon’s Prime Day means more injuries and unacceptable levels of stress for its workforce,” said Stuart Appelbaum, president of the Retail, Wholesale and Department Store Union, in a statement.
Analysts predict this year’s Prime Day will be the biggest in Amazon’s history, with revenue of about $7.
4 billion in discounts this Prime Day and the most popular item purchased globally was the Echo Dot.
New York Times reporter Shira Ovide noted that Amazon did not tout Prime membership sign-ups during Prime Day this year as it has in the past.
Amazon tends to talk up how many new Prime members signed up over Prime Day.