Amazon.com Inc. announced that its 11-day shopping event from Nov. 17 to Nov. 27 was its largest yet when compared with 11-day sales periods surrounding Black Friday and Cyber Monday in previous years.

Customers around the world purchased more than 1 billion items on Amazon over the the 11 days this year, the mass merchant said. Amazon did not share year-over-year growth for its Black Friday and Cyber Monday sales period. It also did not include a dollar amount for sales during those days.

This sales event comes just over a month after Big Deal Days, held Oct. 10 and 11. The October sales event was also more successful than its last iteration in 2022, Amazon said. Over the two days in October this year, according to Amazon, Prime members bought hundreds of millions of items.

Amazon is No. 1 in the Top 1000. The database is Digital Commerce 360’s ranking of the largest North American online retailers. Amazon is also No. 3 in Digital Commerce 360’s Global Online Marketplaces Database, which ranks the 100 largest such marketplaces by 2023 third-party GMV. The latest analysis of the industry as a whole is published within the 2023 Global Online Marketplaces Report.

Amazon Black Friday and Cyber Monday sales

Best-selling items on Amazon during the Cyber 5 included the Hero Cosmetics Mighty Patch Original, Ring Video Doorbells, and BISSELL Little Green Multi-Purpose Portable Carpet & Upholstery Cleaners. Top digital titles included “Barbie,” “The Equalizer 3,” and “Mission: Impossible – Dead Reckoning Part One.”

Of the billion items customers ordered from Amazon between Black Friday and Cyber Monday, more than 500 million were from the marketplace’s independent sellers. Amazon said most of those independent sellers are small and medium-sized businesses.

Some of the best-selling small business products in the U.S. included:

• She’s Birdie Personal Safety Alarm
• Taco Cat Goat Cheese Pizza Game
• The Woobles Crochet Kit for Beginners

Customers purchased more Climate Pledge Friendly items than during any previous Black Friday and Cyber Monday holiday shopping event, Amazon said. They also purchased more Amazon Renewed items than any previous Black Friday and Cyber Monday holiday shopping event, the company indicated. Amazon Renewed refers to pre-owned, refurbished, and open-box products.

Among the best-selling Amazon Renewed items were:

• Samsung Galaxy S21 5G
• Vitamix Explorian Blender
• Xbox Series X Console

Without specifying a number, Amazon said millions of customers signed up for a Prime membership during the sales event. During the weekend leading up to Black Friday and Cyber Monday, top-selling products on Amazon were COSRX Snail Mucin 96% Power Repairing Essence and the Amazon Fire TV Stick.

Amazon, Walmart lead Cyber 5 sales share

Traffic to Amazon.com accounted for 26.5% of all U.S. visits to Top 1000 retailers during the Cyber 5, according to Digital Commerce 360 analysis of Similarweb data. Amazon had the highest U.S. traffic of any retailer site during that period.

Walmart had the next-largest traffic share between Black Friday and Cyber Monday. It said its online marketplace had its two most successful sales days to date over the Cyber 5. Black Friday and Cyber Monday were the two biggest sales days, the retailer said without revealing specifics. Millions of consumers shopped on the website during those days, it said.

Despite an increase in sales, Walmart’s share of the total U.S. visits to Top 1000 retailers during the Cyber 5 was down 2.2% from the comparable 2022 holiday shopping period.

Walmart is No. 2 in the Top 1000, Digital Commerce 360’s database ranking of North America’s online retailers by web sales. The merchant is also No. 9 in the Global Online Marketplaces Database, Digital Commerce 360’s ranking of the top 100 online marketplaces.

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