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Amazon Sellers Surpassed $4.8B in Sales This Holiday Weekend

The biggest holiday shopping season in company history

Amazon sellers, most of whom are small- and medium-sized businesses, exceeded $4.8 billion in global sales between Black Friday and Cyber Monday. This represents a 60% increase over 2019, making this the biggest holiday shopping season so far in company history. Because of the pandemic, Amazon kicked off the holiday shopping season in mid-October with Holiday Dash deals to help spread out online purchases and deliveries throughout the season.

“In a holiday season unlike any other, it’s clear that customers still want great deals on gifts for their loved ones or a little something extra for themselves, and we’re glad to help deliver smiles throughout the season,” said Jeff Wilke, CEO, Amazon Worldwide Consumer, on Amazon’s blog. “Thank you to our customers, employees, and selling partners around the world for making this our biggest holiday season to date, and for everything you’re doing to support our communities and each other now and throughout the year.”

Image courtesy of Amazon

Supporting small- and medium-sized Amazon sellers

To support small- and medium-sized Amazon sellers this holiday season, Amazon will invest $100,000. The company shared these other highlights showing Amazon’s impact on independent businesses:

  • More than 71,000 small- and medium-sized businesses have exceeded $100,000 in sales this holiday season so far.
  • Amazon sellers in the U.S. have sold 9,500 products per minute on average this holiday season.
  • Independent merchants selling on the Amazon ecommerce platform have created approximately 2.2 million jobs worldwide.

Top selling products

Top selling categories in the U.S. for the holiday season so far include beauty, home, fashion, sports, pets and toys. Best sellers include the following:

  • Echo Dot
  • REVLON’s one-step hair dryer and volumizer hot air brush
  • Lite-Brite ultimate classic
  • Amazon Smart Plug
  • 23andM3 Health + Ancestry Service: personal genetic DNA test
  • LeapFrog Learning Friends 100 Words Book
  • LEGO Star Wars Mandalorian Battle Pack
  • Hot Wheels 20 car gift pack

Most popular books

According to Amazon Charts, the most purchased books by U.S. customers include:

  • “A Promised Land” by Barack Obama
  • “Greenlights” by Matthew McConaughey
  • “A Time for Mercy” by John Grisham
  • “The Deep End” (Diary of a Wimpy Kid Book 15) by Jeff Kinney
  • “The Sentinel: A Jack Reacher Novel” by Lee Child
  • “Rhythm of War” by Brandon Sanderson (The Stormlight Archive Book 4)
  • “Dog Man: Crime and Punishment” by Dav Pilkey

Additional highlights

Best selling products on Black Friday include:

  • Echo Dot
  • Fire TV Stick 4K with Alexa Voice Remote
  • Exploding Kittens card game
  • Philips Sonicare ProtectiveClean Electric Toothbrush
  • Rocketbook Panda Planner
  • Shark IQ Robot Self-Empty Robot Vacuum

Cyber Monday best sellers were:

  • Echo Dot
  • Echo Show 5
  • Nintendo Switch Fortnite Wildcat Bundle
  • iRobot Roomba Vacuum
  • Connect 4 Strategy Board Game
  • BLACK+DECKER 20V MAX Cordless Drill

Other highlights:

  • During the Black Friday – Cyber Monday weekend, more customers bought Ring, Blink and eero devices than during any other holiday shopping weekend.
  • Alexa assisted millions of customers with their holiday shopping.
  • This year, more than twice the number of customers asked Alexa for help with their Thanksgiving recipes compared to last year.
  • Alexa requests for holiday playlists and stations have increased 90% over 2019.
  • More than 50,000 products on Amazon are certified Climate Pledge Friendly, including products by Burt’s Bees Baby, Seventh Generation and Hewlett-Packard.

Insider Take

Considering how crazy this year has been, it is great news to hear that so many Amazon sellers did well this holiday season. So many smaller businesses have been hurt by the pandemic. It is nice to see them get a big win. In addition to these highlights, Amazon has made process improvements to safety over the course of the year, has hired tens of thousands of employees, and has provided training through their Career Choice program to more than 30,000 associates.

The company has also improved delivery through free one-day and same-day delivery, alternative delivery options, sustainable shipping and frustration free packaging. The company continues to innovate while looking for better ways to serve its customers. Whether you love or hate Amazon, there is no denying that the ecommerce retailer has made online shopping more convenient this holiday season.

Amazon Sellers Surpassed $4.8B in Sales This Holiday Weekend

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