Last Tuesday, 12 July, saw Amazon run its second annual Prime Day – which, according to the retail giant, was the retailers biggest day ever, with orders surpassing 2015s event by over 60 per cent worldwide.

In the UK, Amazons desktop and mobile sites saw a combined 14.3m visits during the 24-hour period – a 36 per cent increase in traffic compared to last year.

Thats according to data from SimilarWeb, which shows a serious peak in daily traffic for Amazon – up 19.5 per cent on the previous day, and 45 per cent on the average Tuesdays over the previous three weeks.

SimilarWeb believes other retailers also benefited from the event – with Carphone Warehouse and Currys each experiencing a 51 per cent surge in traffic on the previous day.

That makes it the fifth biggest shopping holiday in the UK, based on traffic data from the top 25 retail sites, a list topped by Black Friday – with 52.9m visits across the retailers, compared to Prime Days 35.4m.