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Amazon’s first Prime Day was a one-day sale held on July 15, 2015, for Prime members in nine countries. The company launched it to mark its 20th birthday, promised a steady stream of limited-time deals, and later reported record order volumes. Those figures describe Amazon’s account of the event—not independent proof that every offer was a bargain.
What was Amazon Prime Day in 2015?
Amazon announced Prime Day on July 6, 2015, as a new global shopping event celebrating the company’s 20th birthday. The sale took place on July 15, the day before the anniversary, and access was limited to Prime members. Amazon’s launch announcement described the event as having more deals than Black Friday; that was the company’s promotional claim, not an independent comparison of prices or deal quality. Amazon’s July 6 announcement named nine participating countries: the United States, United Kingdom, Spain, Japan, Italy, Germany, France, Canada, and Austria.
How did the deals work?
In the United States, Amazon said deals would begin at midnight on July 15, with new offers appearing as often as every ten minutes. That rapid cadence meant the available selection could change throughout the day. Amazon’s announcements describe how the promotion was presented, but do not establish an average discount, how representative the highlighted offers were, or whether shoppers generally considered them worthwhile.
What did Amazon say shoppers bought?
During the event, Amazon reported that peak order rates had already surpassed Black Friday 2014. Greg Greeley, then Amazon Vice President of Amazon Prime, said: “Prime Day peak order rates have already surpassed 2014 Black Friday.” The company’s July 15 update cited fast-moving offers including tens of thousands of Fire TV Sticks and thousands of Echo devices and Rubbermaid sets, alongside other products. Amazon’s event update also mentioned a Kate Spade purse and televisions.
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- Your favorite music and content – Play music, audiobooks, and podcasts from Amazon Music, Apple Music, Spotify and others or via Bluetooth throughout your home.
- Alexa is happy to help – Ask Alexa for weather updates and to set hands-free timers, get answers to your questions and even hear jokes. Need a few extra minutes in the morning? Just tap your Echo Dot to snooze your alarm.
- Keep your home comfortable – Control compatible smart home devices with your voice and routines triggered by built-in motion or indoor temperature sensors. Create routines to automatically turn on lights when you walk into a room, or start a fan if the inside temperature goes above your comfort zone.
- Do more with device pairing – Fill your home with music using compatible Echo devices in different rooms, or create a home theatre system with Fire TV.
- Say goodbye to drop-offs and buffering - With eero Built-in, Echo Dot doubles as a mesh wifi extender, adding up to 1,000 sq. ft. of wifi coverage to your existing eero network.
In its results announcement the following day, Amazon highlighted Fire tablets and other Amazon devices as well as products from other sellers. The examples show what Amazon chose to feature; they do not establish that these were the most popular products across all shoppers.
What results did Amazon report?
Amazon’s July 16, 2015 results announcement said customers ordered 34.4 million items across Prime-eligible countries—an average of 398 items per second. The company also reported worldwide orders up 266% compared with the same day in 2014 and 18% above Black Friday 2014. Amazon said unit sales for sellers using Fulfillment by Amazon grew nearly 300%. These are company-reported figures and comparisons; the cited materials do not independently verify them or show that order totals measure savings or customer satisfaction.
Rank #2
- Your favorite music and content – Play music, audiobooks, and podcasts from Amazon Music, Apple Music, Spotify and others or via Bluetooth throughout your home.
- Alexa is happy to help – Ask Alexa for weather updates and to set hands-free timers, get answers to your questions and even hear jokes. Need a few extra minutes in the morning? Just tap your Echo Dot to snooze your alarm.
- Keep your home comfortable – Control compatible smart home devices with your voice and routines triggered by built-in motion or indoor temperature sensors. Create routines to automatically turn on lights when you walk into a room, or start a fan if the inside temperature goes above your comfort zone.
- Do more with device pairing – Fill your home with music using compatible Echo devices in different rooms, or create a home theatre system with Fire TV.
- Say goodbye to drop-offs and buffering - With eero Built-in, Echo Dot doubles as a mesh wifi extender, adding up to 1,000 sq. ft. of wifi coverage to your existing eero network.
Greeley said in the results release: “Customers worldwide ordered an astonishing 398 items per second and saved millions on Prime Day deals.” Both the order rate and savings statement were Amazon’s claims. The release did not provide an event-wide average discount or a representative measure of how much individual shoppers saved.
Amazon’s second-quarter investor release added that more new members tried Prime worldwide on July 15 than on any previous day in the company’s history. That statement, too, was made by Amazon.
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- MEET ECHO SPOT - A sleek smart alarm clock with Alexa and big vibrant sound. Ready to help you wake up, wind down, and so much more.
- CUSTOMIZABLE SMART CLOCK - See time, weather, and song titles at a glance, control smart home devices, and more. Personalize your display with your favorite clock face and fun colors.
- BIG VIBRANT SOUND - Enjoy rich sound with clear vocals and deep bass. Just ask Alexa to play music, podcasts, and audiobooks. See song titles and touch to control your music.
- EASE INTO THE DAY - Set up an Alexa routine that gently wakes you with music and gradual light. Glance at the time, check reminders, or ask Alexa for weather updates.
- KEEP YOUR HOME COMFORTABLE - Control compatible smart home devices. Just ask Alexa to turn on lights or touch the screen to dim. Create routines that use motion detection to turn down the thermostat as you head out or open the blinds when you walk into a room.
What the numbers do—and do not—tell you
The 2015 event established the format Amazon promoted: Prime-member access, a one-day global sale, and a fast-moving schedule of U.S. deals. Amazon’s reported order counts and growth comparisons indicate the scale it attributed to the event. They cannot, by themselves, answer whether a particular offer was cheaper than its usual price, whether savings were typical, or whether shoppers were satisfied.
Quick Recap
Best Value
- Alexa can show you more - Echo Show 5 includes a 5.5” display so you can see news and weather at a glance, make video calls, view compatible cameras, stream music and shows, and more.
- Small size, bigger sound – Stream your favorite music, shows, podcasts, and more from providers like Amazon Music, Spotify, and Prime Video—now with deeper bass and clearer vocals. Includes a 5.5" display so you can view shows, song titles, and more at a glance.
- Keep your home comfortable – Control compatible smart devices like lights and thermostats, even while you're away.
- See more with the built-in camera – Check in on your family, pets, and more using the built-in camera. Drop in on your home when you're out or view the front door from your Echo Show 5 with compatible video doorbells.
- See your photos on display – When not in use, set the background to a rotating slideshow of your favorite photos. Invite family and friends to share photos to your Echo Show. Prime members also get unlimited cloud photo storage.
Rank #4
- Your favorite music and content – Play music, audiobooks, and podcasts from Amazon Music, Apple Music, Spotify and others or via Bluetooth throughout your home.
- Alexa is happy to help – Ask Alexa for weather updates and to set hands-free timers, get answers to your questions and even hear jokes. Need a few extra minutes in the morning? Just tap your Echo Dot to snooze your alarm.
- Keep your home comfortable – Control compatible smart home devices with your voice and routines triggered by built-in motion or indoor temperature sensors. Create routines to automatically turn on lights when you walk into a room, or start a fan if the inside temperature goes above your comfort zone.
- Do more with device pairing – Fill your home with music using compatible Echo devices in different rooms, or create a home theatre system with Fire TV.
- Say goodbye to drop-offs and buffering - With eero Built-in, Echo Dot doubles as a mesh wifi extender, adding up to 1,000 sq. ft. of wifi coverage to your existing eero network.
Product prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on Amazon at the time of purchase will apply.
