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Here are the Prime Day deals Amazon didn't want you to see

(Image: Pexels)

Amazon’s second annual Prime Day is officially behind us.

Amazon (AMZN) said it was the biggest day ever for the company, with customer orders surpassing last year’s Prime Day by more than 50% in the US and 60% worldwide. Last year the company reported 34.4 million items sold, which translates to 398 items per second.

Here are a few facts that give us a sense of its hot ticket items: Amazon sold over 2.5x more Fire TV devices compared to last year and more than 90,000 TVs were purchased on Tuesday. By noon Seattle time, Prime members in the US had purchased over 91,000 Instant Pots pressure cookers and all 23,000 iRobot Roombas the site had for sale.

Prime Day came with a lot of deep discounts on popular goods. But there were some deals that day that Amazon surely didn’t want you to see: the deals from competitors in the retail space.

“Competitors had varying responses, and vendors are selectively taking advantage of the event,” Pacific Crest Securities’ Edward Yruma said.

Yruma and his team compiled a list of some of the sales available on Tuesday. Teen retailer American Eagle Outfitters (AEO) and its lingerie line Aerie had 24% off promotions as well as free shipping on new arrivals.

Here are the deals other retailers were running on Amazon’s Prime Day. (Image: Pacific Crest)

Gap’s various brands offered steep discounts as well. Gap Brand (GPS) slashed prices by 35% while Old Navy had a 15% promo. Its high-end brand had an extra 50% off sale.

Department stores also took a ride on the promo wave. Macy’s (M) actually branded its deals as “Black Friday in July” deals and offered free shipping on all orders. Women’s shoes at Saks Fifth Avenue (HBC) were up to 70% off. Lord & Taylor (HBC) also offered an extra 25% off sitewide, free shipping and $20 off purchases of $175 or more.

Though it’s unclear whether these sales lured in enough customers to make an impact on the bottom line, one thing’s for sure: Amazon has the entire retail space on defense.

Did you take advantage of any deals on Prime Day? Let me know in the comments or tweet me @melodyhahm.

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