Prime Day 4th biggest shopping event annually

After just a single event in 2015, Amazon's (NASDAQ:AMZN) Prime Day already ranks as the fourth biggest online shopping day of the year.  

Digital market intelligence firm SimilarWeb found the Amazon-generated event is behind only Thanksgiving, Cyber Monday and Black Friday as the biggest one-day boost of online retail traffic, based on an analysis of 25 leading U.S online retailers.

Last year, Prime Day eclipsed even Black Friday for the retailer, with 18 percent more sales than the day after Thanksgiving.

There were more than 93 million combined mobile and desktop visits to Amazon's website from the United States alone on July 15, 2015. That's a one-day traffic jump of 63 percent on mobile and 45 percent on desktop, according to SimilarWeb.

Amazon's second annual Prime Day will take place on July 12, and is being heavily promoted in the days leading up to the sale.

U.S. Prime members in 25 metropolitan areas will also be able to receive Prime Day orders in one hour through Prime Now. Shoppers in eligible restaurant delivery areas who make a qualifying purchase on July 12 will receive a promotional code for $20 off a future Amazon Restaurants order, a service that delivers meals from participating restaurants as part of Prime Now. 

But Amazon isn't the only retailer that benefited from Prime Day. Macy's had an 81 percent increase on mobile and a 58 percent desktop increase, Walmart saw a 64 percent one-day increase in mobile visits and nearly 62 percent on desktop, while Newegg and Best Buy also saw significant increases of traffic as they too launched offers, according to the study.

Retailers have for years tried to create shopping events – or Christmas in July – during the summer. Amazon seems to have done just that.

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