Amazon Fire TV Stick is the best selling item so far on Prime Day

In a rabid display of consumerism, shoppers have also ordered more than 26,000 watches and 11,000 copies of the game Exploding Kittens.

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Image: Amazon


Amazon Prime Day 2016 is well underway, which means shoppers are putting on a rabid display of consumerism in the hunt for a good deal. According to Amazon, the best-selling items so far run the gamut from Tide laundry detergent to SanDisk 64GB microSD cards.

But the most sought-after item is the Fire Stick TV, Amazon said. This is not entirely surprising, as some of the best deals are on Amazon's first-party devices.

Prime Day shoppers have also ordered more than 22,000 TVs in the US as of Tuesday afternoon. In the first three hours of Prime Day, shoppers bought 18,048 pairs of headphones in the US. In the first 10 hours, shoppers ordered more than 26,000 watches and 11,000 copies of the game Exploding Kittens.

This is Amazon's second Black-Friday-in-July flash sale. The much-hyped sales event is for members of Amazon's $99-a-year Prime subscription service. This year, the ecommerce giant is expected to double its sales from Prime Day 2015, up to an estimated $1bn.

Amazon said it's already seeing an increase in mobile sales over last year. And for Amazon's third-party merchants, sales have surged 30 percent compared to a year ago.

"Led by strong growth internationally, we are seeing more than 30 percent increase over last year in the number of items sold by small businesses and sellers on Prime Day," Amazon said in an e-mail. "We are expecting a record day for small businesses and sellers on Amazon with many more deals to come today."

Amazon did hit a snag earlier this morning, when some shoppers experienced a glitch with the add-to-cart functionality and were unable to check out.

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