Amazon’s Prime Day sale set new records despite a slight drop in the company’s stock on Tuesday.

Amazon’s stock has risen by 34.5% in 2019, a year of positive news for the company. Prime Day, similar to an online Black Friday event, sees other companies lowering their prices to compete with the retail giant. In just four years since its inception, Amazon’s Prime Day has become a major success for the company.

Not surprisingly, each successive Prime Day has outperformed the last. Starting in 2015 to celebrate Amazon’s establishment, the event’s popularity has grown with the rise of online retail, Amazon’s innovation, and its dedication to customer satisfaction. The recent Prime Day set a new global record for online sales, and it was especially beneficial for Amazon’s Alexa – with millions of Alexa-enabled devices sold during the event.

Despite the stock’s subdued response to the sale’s success, Amazon’s Prime Day can be viewed as a triumph. Rivals like Walmart and Target have tried to match Amazon’s success but lack the capacity to surpass the company. It is reasonable to anticipate even greater success in future Prime Day events as Amazon continues to expand its in-house brands.