Hot Sellers in Amazon Prime Pre-Sale Phase: Crocs Rule

Crocs, PlayStation 5, and the Super Mario Bros. Movie among the top sellers

If you’re wearing Crocs while playing a Playstation 5 game and planning to watch the Super Marios Bros. Movie, you might be an ideal Amazon Prime Day shopper – as those are the top-selling products on Amazon in the days leading up to its annual Prime Day festival of deals.

Prime Day will take place over two days, July 11 and July 12, but pre-event sales are already rolling out. We looked at Similarweb Shopper Intelligence data on Amazon Prime’s top products for the week of June 26 to July 2 to get an early look at top-selling products.

Key takeaways

• Crocs Unisex-Adult Classic Clogs were the top-selling product on six of seven days in this analysis, according to Similarweb estimates. Amazon labels the clogs its #1 Best Seller in Clothing, Shoes & Jewelry. The two other products that appeared most frequently in the top 10 across all product categories were the PlayStation 5 Console and the Super Mario Bros. Movie.
• Amazon uses Prime Day as an occasion to promote its own electronics, and the Kindle Paperwhite e-reader (16 GB, 6.8” screen) was the most popular product every day of the week.
• In the general Electronics category, the Amazon’s Choice model for Apple AirPods was the most popular product every day of the week.
• In Appliances, the EUHOMY Countertop Ice Maker, also an Amazon’s Choice, was the top product every day of the week.

This is just a small sample of the product and category data available through Similarweb Shopper Intelligence, and we’ll be watching for further indications of what’s selling in the days leading up to Prime Day. Meanwhile, here’s more on our sampling of key categories.

Across all categories, John Wick and Apple AirPods were top sellers

Crocs were number one except for one day, when Finding Cinderella: A Novella (Hopeless) briefly claimed that spot. The PlayStation 5 Console and the Super Mario Bros. Movie were top sellers, as was John Wick, Chapter 4, a movie now on DVD and Prime Video, and Apple AirPods.

The movie Titanic had a resurgence in popularity, likely less because of any sale than because of the lost submarine drama in the news recently.

Amazon’s own gadgets: lots of wins for the home team

A long list of Amazon-made devices, including the Kindle Paperwhite, Fire streaming devices, Ring and Blink security devices, and the Insignia Smart TV were in the top 10 every day of the week in the category reserved for Amazon Appliances and Accessories.

Electronics: Apple dominates

More than half of the top-selling products, defined as those appearing in the top 10 on multiple days that we sampled, in the Electronics category, were Apple products, including different models of AirPods and AirTags, plus the 9th Generation iPad, and the Apple Watch Series 8. Also popular were multiple models of the KAMRUI Mini PC, a compact desktop Windows computer.

Appliances: Bring on the ice

The EUHOMY Countertop Ice Maker was the number one Appliances category product on all seven days in our sample, and seven other ice makers spent multiple days in the top 10. There must be something about the weather getting warm that makes consumers lust after ice and more ice. An Upstream Mini-Fridge also spent 6 days in the top 10.

The non-chilling products that achieved that status were several brands of compact washing machines.

Hot deals and cool demand

Prime Day arrives in earnest on Tuesday, and we’ll be watching to see how the trends over those two days match up with what we saw in this preview of the hot products.

The Similarweb Insights & Communications team is available to pull additional or updated data on request for the news media (journalists are invited to write to press@similarweb.com). When citing our data, please reference Similarweb as the source and link back to the most relevant blog post or similarweb.com/blog/insights/.

Contact: For more information, please write to press@similarweb.com.

Methodology

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by David F. Carr

David covers social media, digital advertising, and generative AI. With a background in web trends since the 1990s, he’s also the author of "Social Collaboration for Dummies".