During Prime Day, the third-party marketplace dropped from the typical 60% of GMV to less than 35% as Amazon’s first-party sales’ share grew to nearly 70% from just 40%. Amazon featured heavily-discounted deals for devices like Echo and Fire TV, and thus they, unsurprisingly, gathered the most attention and sales. According to the company, sellers saw record-breaking sales, surpassing $3.5 billion in total across 19 Prime Day countries (U.S., U.K., UAE, Turkey, Spain, Singapore, Netherlands, Mexico, Luxembourg, Japan, Italy, Germany, France, China, Canada, Brazil, Belgium, Austria, and Australia). It didn’t break out sales by its first-party retail business, but estimates put total sales during the event at $10 billion. Thus, Amazon’s retail sales during the event were roughly $6.5 billion.

The dynamics of an event like Prime Day favor the head of the catalog - most of which is first-party - rather than the tail the marketplace provides. Thus it is expected that a few dozen deals capture most of the sales. Everything else acts as a filler, creating a sense of choice. For this Prime Day, the company added a “Prime Day deals” widget in search that featured deals matching the search term to better surface them.