As Amazon raked in more than $11 billion in global Prime Day sales this year, health and beauty product sales boomed on the platform. In a survey conducted by Numerator throughout the June 2021 event, 28% of US Prime Day buyers said they made a purchase in that category. Consumer electronics also made a spark: The same share of respondents reported buying tech gear and gadgets.

Further down the list of popular categories were smart home devices, purchased by 16%. Of those respondents, 64% said they bought Amazon-branded ones, such as Echo smart speakers, which nearly one-fifth of the US population will use this year, according to our estimates. Consumer preference for Amazon’s own smart home devices is sure to reverberate through the industry.