Humble Brag: Amazon Breaks Down Its Record Holiday Season

Posted December 27, 2017

Small businesses and entrepreneurs sold more than 1 billion items this season, including 140 million over the five-day Thanksgiving Day to Cyber Monday shopping period.

More than 6,000 trailers and 32 Amazon Air planes were active in the US during the holiday season.

Echo Dot, Echo Spot and Echo Buttons all sold out. The Echo Dot and Fire TV Stick with Alexa Remote were the No. 1 and 2 products ordered from Amazon, the company said.

It was a particularly good season for Amazon's devices.

Complete figures for holiday 2017 are still being compiled, but Amazon is expected to grab more than 50% of all new digital sales, according to CNBC. More than 2 billion items sold this way globally a year ago, according to Amazon, and 140 million items were sold this way from just Thanksgiving through Cyber Monday.

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On Prime Video, the most-watched TV season over the holidays was Amy Sherman-Palladino's "The Marvelous Mrs. Maisel" and the most-watched series overall was "The Grand Tour" (both Amazon Studios originals). More than 4 million started a Prime trial or paid membership in just one hectic week of holiday shopping.

Whatever its size, Prime is widely seen as providing a sticky customer base to Amazon.

Since Day One we have obsessed over what we believe our customers care about - incredible deals and low prices, fast and free shipping, and a wide selection of top products - and we continue to provide all three, all the time.

It looks like a lot of people tried out Amazon's Alexa on Christmas.

"Even if e-commerce gets much bigger, Amazon has not proven that it can make money at it with the high cost of shipping", he said. The last same-day Prime Now order in time for Christmas, which brought toys, art supplies and other gifts, was delivered within 58 minutes, at 11:58 p.m. on Christmas Eve in Baltimore, MD, the company said.