Every year, Amazon holds a “record” Prime Day, and every year the company boasts about the performance of the annual sales event in a press release. The self-congratulatory announcement isn’t exactly absurd—given its size, any year-over-year growth is noteworthy.

Amazon's Prime Day is a rising tide that is beginning to lift all boats. This year's event was a catalyst behind 30% growth across all U.S. e-commerce, yet Amazon itself remained conspicuously quiet about its own specific growth figures.