Amazon reported its 2018 Prime Day sales was the “biggest global shopping event in its history,” with more than 100 million products sold during the 36-hour event. A new study from eCommerce analytics platform Profiltero shows which categories and brands consumers snapped up.

Analyzing eight categories in the U.S., Profitero said it found that Amazon’s sales nearly tripled on Prime Day compared to average daily sales the week leading up to the event.

Electronics was the clear winner, with sales soaring 215 percent vs. average day sales.

More surprising was the 200 percent jump in home improvement sales.

Amazon’s growing promotional efforts on everyday household items – beauty, grocery, and pet supplies – also led to sales boosts. Beauty sales rose 186 percent, grocery sales more than doubled to 108 percent and pet sales climbed 134 percent compared to a typical day.


Other key findings from the study:

Amazon discounts on its own products paid off: For example, sales of Amazon’s Alexa-integrated Cloud Cam shot up 1,386% (15X higher than normal) on Prime Day when it was offered at $59.99 (half off the regular price of $119.99). Another bestseller — Fire TV with 4K Ultra HD and Alexa Voice Remote — had a 306% sales lift.

Amazon’s private label products did well: Amazon’s private label WAG dog food rocketed up the best-seller ranks in the U.S. following a 30 percent discount on all 5 lb. bag. The study says the private label results show how serious Amazon is about penetrating some of the “highest velocity” consumable categories.

Grocery sales more than doubled: Prime Day deals included members receiving a $10 Amazon credit when they spent $10 at Whole Foods starting on July 11 through the end of Prime Day.