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It’s Prime Day and Amazon is having a field day. But Amazon’s brand isn’t the only one getting a major lift.

According to data crunched by marketing technology company Amobee, other brands, including Best Buy are also getting a boost, grabbing the attention of digital audiences.

Since Amazon first launched Prime Day in 2015, the day-long sales event has grown comparable in size to the Black Friday and Cyber Monday holidays. As a result, competing retailers, including Best Buy, Walmart, Target, eBay and Macy’s have jumped on the Prime Day bandwagon and launched their own promotions.

This year, Best Buy launched a number of sales, including 40% off appliances through July 12 and offering the iPad Pro 9.7-inch for $450 compared to the Amazon price of $509. That has been effective in garnering the attention of the digital audience, with 43% of the digital engagement around the brand between July 10 and the morning of July 11 being related to Prime Day.

Amobee analyzes more than 600,000 sites across mobile, video, web and social to determine digital content engagement, which is a measure of what people are seeing, reading, interacting and engaging with online.