Prime Day 2021 focused on helping Amazon's small business selling partners connect with new customers and grow their sales. In the two weeks leading up to Prime Day, X number/tens of millions of Prime members purchased small business products and earned a $10 credit to spend during Prime Day, with more than $X billion in sales of more than X small business products during the promotion.

On Prime Day, independent third-party sellers—almost all of them small and medium-sized businesses—had their two biggest days ever, surpassing $XX billion in sales. That is a nearly XX% year-over-year increase, and even higher annual growth than Amazon's retail business. Top-selling product categories for third-party sellers included XX. Customers shopped from small businesses across all 50 U.S. states—with XX seeing the biggest sales per capita.

“I’d like to extend a huge thank you to all of the Amazon teams who made this Prime Day possible for members worldwide and to Prime members who supported small and medium businesses in big ways, generating more than $X billion for our selling partners on Prime Day,” said Dave Clark, CEO of Worldwide Consumer. “Prime members are an integral part of our Amazon family, and we love to celebrate them during Prime Day with incredible deals and entertainment.”

Investing in small business success

As part of a new $100 million investment to help small business sellers succeed, Prime members received a $10 credit to spend on Prime Day when they spent $10 on small business products offered by more than 300,000 sellers in Amazon's store between June 7 and June 20. More than 2.5 million customers bought items from small businesses in the first 24 hours of the promotion.

Celebs Kristen Bell, Karamo Brown, and Mindy Kaling interviewed small business owners from companies such as Pawstruck, a dog treat company, and Kanda Chocolates, 100% Ghana Cocoa beans chocolate company on Amazon Live during the small business promotion. Amazon Live's Small Business Showcase on June 21 and 22 let customers interact directly with small business owners and search for hundreds of thousands of Prime Day deals from selling partners, includes everything from fitness products to candles.

Amazon and selling partners make a great team

Amazon's partnership with third-party selling partners continues to be a win-win for small businesses and customers. Sellers help us provide customers with vast product selection and great prices, and we help sellers reach hundreds of millions of customers, grow sales, and build their brands. Selling partners account for approximately 60% of physical product sales in our store. We depend on them to provide a great customer experience, which is why we invested $18 billion last year to help fuel their success.

Success stories from small businesses on Prime Day

Volcanica Coffee – Suwanee, Georgia

Small business owner who participated in Prime Day smiles at the camera

Maurice Contreras, founder of Volcanica Coffee

"We sold 69% more units on the first Prime day than we did on the same day the previous year. We have been able to reach thousands of new customers through Amazon that we would not have been able to reach otherwise.” said Contreras.

Finer Form – Natick, Massachusetts

Todd Bairstow, founder of Finer Form

"This year's Prime Day surpassed all of our expectations. Our products were listed on a lighting deal, and we saw a XX% increase in units sold, resulting to a record sales day for us," said Bairstow "As a small business, Prime Day has become one of the most important events of the year, not only for its sales boost, but also for raising awareness with new customers."

Shop Finer Form

AfroPick – Salt Lake City, Utah

Small business owner who participated in Prime Day smiles at the camera

Gemille Walker, Shaquille Walker, and Zarrius Walker, co-founders of AfroPick

"We love our partnership with Amazon. This was our first participation in Prime Day, and we saw around a 400% increase of new customers on our storefront.” said the Walker brothers. "For a business like ours, connecting with new customers is important, and it wouldn’t have been possible without Amazon’s consistent efforts to promote us.”

Pawstruck — Great Bend, Kansas

Small business owner who participated in Prime Day smiles at the camera

Kyle Goguen, owner of Pawstruck

"Prime Day 2021 has been fantastic for small businesses like us; it was by far one of our best sales days in the company's history. In addition, even before Prime Day, my business saw 15% sales increase on Amazon thanks to the Spend $10, get $10 promotion. The increase in sales will definitely help support operations as we prepare for the rest of the year." said Goguen.