Amazon UK has enjoyed its biggest sales day of the year so far as consumers rushed to snap up televisions, ride-on suitcases and smart bulbs on the second annual Prime Day.

Top-selling items in the UK were Amazon’s own devices – the Fire TV stick, Fire tablet and Kindle Paperwhite – but shoppers had also ordered “hundreds” of ride-on Trunki children’s suitcases before breakfast, presumably with summer holidays in mind, the retailer said.

UK shoppers also ordered enough smart bulbs to light up the Royal Albert Hall every night for four-and-a-half years, “a lot” of televisions and enough digital storage devices to store a photograph of every man, woman and child living in Africa, Europe and all of the Americas combined, according to Amazon’s calculations.

Other top sellers were A Song Of Ice And Fire, 7 Volumes, upon which Game Of Thrones is based, and electric toothbrushes.

Amazon’s US headquarters described Tuesday’s second annual Prime Day, which is reserved for customers who have signed up to its Prime subscription service, as “the biggest day in the history of Amazon”, reporting that customer orders surpassed last year’s figure by more than 60% worldwide.

UK country manager Doug Gurr said it was “the biggest day of the year so far”.

Mr Gurr said: “We have been delighted by the response from our customers for Prime Day here in the UK.

“In fact, the day was our biggest day of the year so far, and by 6pm customers had already ordered more items than Prime Day last year.”

A UK spokesman for Amazon said sales figures were compiled in the US on a global level and not broken down according to individual countries.

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