Amazon Prime Day – the 36-hour “Black Friday” of the summer – is officially over, and we surveyed consumers across our portfolio of websites to understand if and why they participated in the July 15 – 16 festivities.

Amazon’s fifth annual Prime Day was its largest shopping event to date, with Prime members purchasing more than 175 million items and sales surpassing the previous year’s Black Friday and Cyber Monday revenue combined. According to Fluent’s survey of 7,245 consumers, nearly 1/4 of respondents shopped on Amazon Prime Day with 51% of shoppers purchasing electronics and 48% filling their virtual shopping carts with clothes and accessories.

Perhaps even more noteworthy than Amazon’s record-breaking numbers were the “Anti-Prime Day” initiatives launched by other major retailers in an effort to compete with the online behemoth. Target ran its own “Deal Days” promotion on July 15 and 16, offering 30% off select small appliances and cookware and additional deals on sporting goods and bedding. EBay launched a “Crash Sale” on July 15 that included “hot deals on top brands” along with free shipping. Whereas Amazon’s deals were exclusive to Prime members, Target and eBay touted that a membership was not required to qualify for their offers.

Amazon’s competitors emerged with some major wins at the end of the two-day shopping marathon. Over 1/3 of all Fluent survey respondents made a purchase from Walmart on Prime Day, with 16% taking advantage of deals from Target, and 11% placing an order on eBay. According to Adobe Analytics, larger retailers like Walmart with over $1 billion in annual revenue saw sales jump 68% over the two-day period, while smaller retailers’ sales saw a combined 28% lift — a reversal compared to last year’s decline in revenue at the time of Amazon’s annual shopping holiday.

While Prime Day may be an opportunity for Amazon to spotlight its own products and drive new Prime subscriptions, the summer shopping event has encouraged other retailers to claim their own piece of the pie. In Fluent’s survey, 33% of respondents cited free shipping as a main factor when making a purchase on Prime Day, 31% said that price was the tipping point, and only 3% looked at the seller as a primary factor for consideration.

What do these findings tell us? Consumers are comparing prices across digital channels and willing to take the best deal, regardless of the size of the retailer. If 1/3 of consumers surveyed are basing their purchase decisions on price with little loyalty to specific sellers, then retailers that can offer comparable products at a lower cost will ultimately gain a larger share of consumers’ wallets on Amazon Prime Day and beyond.