E-commerce and cloud computing giant Amazon.com Inc. (AMZN) says Cyber Monday beat out its Prime Day as its biggest shopping day ever.

On Wednesday, the Seattle-based online retailer congratulated itself, but didn't provide any specific numbers to judge the latest post-Thanksgiving shopping holiday against its sales extravaganza held annually in July. The phrase “biggest single shopping day worldwide” could reference sales, items sold, or customers or any combination of the three. (See also: Citi Answers: Which Retailers Should Amazon Buy?)

Amazon CEO of retail Jeff Wilke indicated that customers ordered “hundreds of millions of products” in the period from Thanksgiving through Cyber Monday, a stretch of days it referred to as the “Turkey 5.” The announcement comes just months after the company reported unprecedented sales on its shopping holiday made exclusively for its subscription-based Prime members.

Alexa Ascendant

The best-selling product on Cyber Monday was the Amazon-branded Echo Dot smart speaker, a voice-activated mini speaker that started selling in hundreds of Whole Foods Market grocery stores following the close of Amazon’s $13.7 billion acquisition in August. The international retailer indicates that other products and Alexa-enabled devices were hits this weekend, with Alexa devices comprising the top sellers across all of Amazon.

Cyber Monday was also the biggest sales day for small business and entrepreneurs selling on the platform. During the Turkey 5, customers ordered nearly 140 million products from small business around the world. Amazon indicates that the number of shoppers ordering on their mobile phones through the Amazon app jumped 50%.  

The shopping day wasn’t just a milestone for Amazon and its third-party sellers. With a record $6.59 billion spent online by the end of Cyber Monday, reflecting a near 17% surge over last year, Monday marked the largest online shopping day in history. (See also: Amazon Expands Its Branded Footprint: Davidson.)

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