Amazon’s annual Prime Day proved to be a major success on Tuesday, breaking its own single-day sales record for the second consecutive year. According to the e-commerce giant, Prime Day sales surpassed those of Black Friday and Cyber Monday, with total sales figures more than 60 percent higher than the previous year’s event. Deals are reserved exclusively for Prime members, and the company signed more new members on July 11th than any other single day in its history. The Echo Dot smart speaker was the best-selling Amazon device as well as best-selling product from any manufacturer across all categories.

The Echo Dot, normally $50, was offered for $35 during the 30-hour sale. The original Echo was discounted 50 percent, to $90. Worldwide, members purchased seven times more Echo devices than they did during last year’s event.

“Amazon has found huge success creating the sales holiday in 2015 to mark its 20th anniversary,” notes CNET. “For that first year, Prime Day outpaced prior Black Friday sales. Then, last year, the company broke its single-day sales record.”

Now it has broken its record again with “an estimated $2.5 billion to $2.9 billion in global sales, including sales from third-party vendors, financial firm Cowen said Wednesday.”

According to Amazon, the day marked “the biggest sales event ever for Amazon devices in the U.S. and around the world, including record sales for Echo, Fire tablets and Kindle devices.” The Amazon Fire TV Edition of the new Element 55-inch 4K smart LED TV was “the best-selling TV deal in Amazon history — selling through record units in less than four hours.”

The PlayStation Plus Membership was the bestseller in Austria, Belgium, France and Germany. The Instant Pot DUO80 programmable pressure cooker was the top seller in the U.S., where members also purchased more than 50,000 TP-Link smart plugs, 200,000 women’s dresses and 200,000 light bulbs.

Globally, more than 3.5 million toys were purchased. Some of the more popular electronics included the Sony PlayStation 4, Nintendo Switch, Moto G Plus smartphone and Lenovo Ideapad 310 laptop.

There are now an estimated 85 million Prime customers in the U.S., an increase from 63 million last June. FTI Consulting estimates Amazon is responsible for about 40 percent of online sales in the U.S.

Related:
Amazon Discounts Make Echo Speaker Best Seller on Prime Day, Bloomberg, 7/11/17
The Humans Making Amazon Prime Day Possible, Wired, 7/11/17