This week was the annual festival of nail-biting for marketing directors and advertising practitioners known as Amazon AMZN Prime Day. Now in its sixth year, there were even more unknowns than usual with the backdrop of a global pandemic and major supply chain issues. 

Here’s an early look at how the event performed in terms of sales for retail brands, and what we can expect for the remainder of the 2020 holiday shopping period.

Many brands more than tripled their sales

Across a sample of clients at my agency Bobsled Marketing, we found an increase of 3.42X versus a brand’s average 30-day sales. In other words, sales during the two event days were on average 340% higher than in the previous