There were other winners on Prime Day this year besides Amazon.

Target said Wednesday morning that Tuesday proved to be "the highest single day of traffic and sales" on its website so far this year.

Although Prime Day was an event created by Amazon to celebrate its 20th anniversary several years ago, the marathon deals have become an annual event for the internet giant and other retailers have piled on with their own sales events. It's a welcome burst of shopping at an otherwise sluggish time of year. The volume of shoppers hunting for bargains on Prime Day now rivals that of more traditional shopping events like Black Friday and Cyber Monday.