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Amazon sees Prime numbers rise during holiday season Inc. said Dec. 26 that numbers for its Prime service grew during the holiday season, with more than 4 million people either starting trials or signing up for paid memberships in one week during the period.

The e-commerce giant also said customers worldwide shopped at "record levels," but did not provide any specific figures for total shoppers or Prime members. However, it noted that than more than 1 billion items were ordered from small business and entrepreneurs globally through Amazon.

Meanwhile, worldwide use of the Amazon app for shopping increased by almost 70% during the season.

The company added that this holiday season was its biggest yet for Amazon devices, with "millions more" sold over the year-ago period and led by the Echo Dot as the top seller, followed by the Fire TV Stick.

Best-selling items from other categories on the site included the Instant Pot DUO80, Fitbit Charge 2 and robot vacuum cleaners.

Amazon also noted that more than 6,000 trailers and 32 planes were used to deliver orders in the U.S. during the shopping season, while 10 fulfillment centers across North America and Europe had handled more than 1 million packages in a single day.