Amazon (AMZN) is getting much deserved attention today. Its Prime Day is rumored to be ready to surpass Black Friday as an online shopping holiday, despite being positioned in a traditionally slow season.
Accelerating from under $1 billion in sales on the "holiday" in 2015, the rumored target for Prime Day is now set at well over $6 billion, or a more than 600% increase. While starting from a smaller base, that is significantly faster growth than either Cyber Monday or Black Friday in the U.S.
"Prime Day 2019 is 48 hours (compared to 36 hours in 2018, 30 hours in 2017, and 24 hours in 2016), is available in 18 countries
(up from 17 last year - Amazon added United Arab Emirates), Early Prime Day Deals began on July 1, and the company plans to offer 1+ million deals," JMP Securities analyst Ronald Josey said in anticipation of the big day. "Given these updates, we expect Prime Day to be another record day of sales that surpasses 2018's Prime Day, Black Friday, and Cyber Monday."
Still, with Alibaba (BABA) still reigning as the undisputed king of online deals with its "Singles Day" it's time to put things in perspective.
Here's a breakdown of the sales in recent years and the numbers Amazon will need to top: