The Amazon Prime Day sales event earned the No. 1 online retailer in the Digital Commerce 360 Top 1000 $10.40 billion over the two-day period spanning Oct. 13 and Oct. 14, according to Digital Commerce 360 estimates. A closer look at the consumer behavior during this year’s Prime Day sales event shows that most shoppers spent up to $250 on Prime Day, with 58% of consumers spending more than $100. Comparatively, only 20% did the same last year.

These Amazon Prime Day insights are from a Digital Commerce 360 survey of 530 online shoppers conducted October 15-16, concerning their Prime Day habits, including the amount spent, items purchased and reasons for shopping (or not shopping) on Amazon Prime Day.