Marketing results of second annual Amazon Prime Day

Amazon's Fire TV Stick, a best-seller on Amazon Prime Day

Despite some technical problems that prevented shoppers from clicking to buy a few of the deeply-discounted items, the second annual Amazon Prime Day was a huge success. Reportedly the online retailer's UK division received the most orders ever in a single day. Just as important, Amazon gained new Prime memberships and promoted the use of its exclusive shopping app.

Amazon's proprietary products were prominently featured and shoppers clicked to buy. The Fire TV Stick gadget was a top seller, and Alexa was also popular--being used to order other Amazon products, as well. Overall Amazon customer sentiment was positive and customer engagement was high.

From a marketing standpoint, Prime Day reinforced brand loyalty, attracted new Prime members, showcased Amazon's unique products and shaped customer behaviour by providing a mid-summer shopping 'holiday' branded by the world's original online retailer.

Amazon plans to continue Prime Day because it is achieving so many key objectives, both in customer relationships and in financial results. Not to mention good publicity for the brand.