Amazon Prime raked in 4M trials in one holiday week

Camille Francis
December 27, 2017

Amazon App shopping rose 70% in this holiday season.

Customers shopped hundreds of Deals of the Day on throughout the holiday season. The Echo Dot was the best-selling among the company's devices. Its Echo Dot and Fire TV Stick topped the sales chart, and not just among Amazon devices but from any manufacturer in any category across all of Amazon. It's also worth noting that Fire TV Stick sales increased by more than 100% year over year.

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

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). This holiday season, shoppers asked Alexa to order. more Alexa devices.

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AR View was used the most on Cyber Monday. The size of the program's membership base has become the topic of some debate, with Moody's Investors Service analysts this summer expressing skepticism of data-fueled guesses like that from Consumer Intelligence Research Partners, which in October pegged it at 90 million in the U.S. Those customers are spending, on average, some $1,300 each year, compared to about $700 for non-member customers, according to CIRP.

The massive influx of Prime memberships (trial and paid combined) during the past week is proof positive that free two-day shipping on millions of qualifying items continues to be a major draw, though far from the only one. So far the company has focused on making moves to optimize those operations rather than cutting back its benefit.

Many sales were made by Amazon customers ordering through the Alexa personal assistant.

Looking for an indicator that Amazon's Alexa is a beloved product? Apple has projected revenue of $84 billion to $87 billion in the holiday quarter, which would represent growth of as much as 11 percent from the period a year earlier.

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