Toy market news

Amazon Prime Day 2021: Records and satisfied retailers

Prime Day 2021 was the biggest two-day period ever for Amazon’s third party sellers, nearly all of which are small and medium-sized businesses, growing even more than Amazon’s retail business. According to Amazon Prime members in 20 countries shopped more this Prime Day than any previous Prime Day and scored deep discounts across home, fashion, beauty, and electronics. Members purchased more than 250 million items worldwide and saved more than any Prime Day before.

“A huge thank you to all of the Amazon teams who made this Prime Day possible for members worldwide and to Prime members who supported small businesses in big ways,” said Dave Clark, CEO of Worldwide Consumer. “Prime members are an important part of our Amazon family, and we love to celebrate them during Prime Day with incredible deals and entertainment, including this year’s Prime Day Show.”

Prime Day ocntinues to fuel small business success

Amazon invests billions in the success of its selling partners, and the two weeks leading up to Prime Day 2021 were a boon for small business sellers with the Amazon-funded Spend $10, Get $10 promotion. Customers spent over $1.9 billion on more than 70 million small business products during the promotional period, more than a 100% year-over-year increase on sales compared to the Prime Day October 2020 promotion.

“We are thrilled to be working with Amazon; Prime Day is a resounding success for our small business,” said Naa-Sakle Akuete, Mother’s Shea, a luxury-quality shea butter company based in Brooklyn, New York. “We appreciate that Amazon is a partner who can help us succeed, and makes it simple for customers to find and purchase Mother's Shea. Amazon enables us to reach an audience that would otherwise be difficult to reach on our own.”

“We're blown away by Amazon's Prime Day support for small business partners like Sheets & Giggles,” said Colin McIntosh, CEO of Sheets & Giggles, a high-quality eucalyptus sheets company based in Denver, Colorado. “We saw an 800% increase in units sold on day one. We don't have a large team or unlimited resources, so the concentrated exposure is something we couldn't have done without Amazon's Support Small campaign.”

Prime Day Trends

Best-selling categories worldwide for Prime Day 2021 included tools, beauty, nutrition, baby care, electronics including Amazon Devices, apparel, and household products.
Top-selling products worldwide for Prime Day 2021 included iRobot Roomba 692 Robot Vacuum, Keurig K-Slim Coffee Maker, Apple Cider Vinegar Gummy Vitamins by Goli Nutrition, and Crest 3D White Professional Effects Whitestrips.
Prime members worldwide saved while gearing up for back to school purchasing more than 600,000 backpacks, 1 million laptops, 1 million headphones, 240,000 notebooks, 40,000 calculators, and 220,000 Crayola products.
Amazon Music Promotions, including their best deal ever for Prime members, drove more sign-ups for Amazon Music Unlimited globally than any other Prime Day.
Tens of millions of customers viewed Prime Day product demonstrations and try-on hauls, heard directly from creators, and more during Amazon Live livestreams throughout Prime Day.