Amazon’s third annual Prime Day was its biggest shopping event yet — and the biggest day in its history for signing up new Prime members.

The 30-hour shopping extravaganza for Prime members generated approximately $1 billion in revenue, according to initial estimates from analysts at Cowen & Co. and JPMorgan Chase & Co. (Some estimates put the total even higher.) Amazon itself did not provide hard sales numbers, but said that sales grew by more than 60% compared to last year’s event, with a “record number” of Prime members shopping across 13 countries.

Amazon said the event was its “biggest day ever,” with sales that surpassed the retailer’s results on Black Friday and Cyber Monday in 2016. It appears that Prime Day 2017 stayed true to its inaugural mission: to reward and retain Prime members — and lure new ones. Tens of millions of Prime members made a purchase during the shopping marathon — more than 50% higher than the prior year, Amazon said. It also said more new members joined Prime on July 11 than on any single day in Amazon history.

Among the deals snagged by shoppers included Callaway Golf products, headphones, Nintendo Switch consoles and premium brand 4K smart TVs. Amazon’s Fire TV was the best-selling TV deal in Amazon history, selling through record units in less than four hours, according to Amazon.

However, the most coveted category throughout the sale was Amazon’s Echo family of smart speakers. In fact, the event marked record sales in the U.S. and globally for the Amazon devices, including its Echo,…