Amazon’s annual Prime Day sale kicked off on July 11, drawing millions of shoppers looking to take advantage of the discounts. Web traffic measurement firm Similarweb Ltd. shared data with Digital Commerce 360 on the most popular Amazon purchases in the week leading up to the sale, June 26 through July 2.

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Crocs Unisex-Adult Classic Clogs were the biggest hit of the pre-sale, according to Similarweb. The shoes were the No. 1 best-selling item on six of the seven days Similarweb tracked. Amazon also noted the shoes were the No. 1 best seller in its Clothing, Shoes & Jewelry category for the period. The only product that managed to beat out Crocs was Finding Cinderella: A Novella, for one day of the week, Similarweb shared. Crocs are sold by Crocs Inc., ranked No. 104 in Digital Commerce 360’s Top 1000, a ranking of the largest North American online retailers.

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As usual, Amazon heavily promoted its own devices, including Kindles, Fire streaming devices, and Ring security products. The ecommerce giant breaks out a specific category for its devices, and the Kindle Paperwhite e-reader was the most popular for each day tracked. Electronics made up more than half of the top 10 selling products each day, Similarweb found. Apple products dominated the category, particularly the different models of AirPods. AirTags, 9th generation iPad, and the Apple Watch Series 8 also made appearances on the best sellers list. Amazon said Apple AirPods were among the top sellers in early access sales in 2022.

Appliances tend to be another staple of Amazon Prime Day through the years. This year, a countertop ice maker by the brand Euhomy was the top-selling appliance during all seven days of the period, according to Similarweb. Seven other ice maker models also made the bestseller list during the same timeframe. A minifridge and compact washing machines were the other top sellers in the appliance category, Similarweb found.

Sources: https://www.digitalcommerce360.com/2023/07/11/prime-day-presales/