The estimate is based on BestBlackFriday.com's tracking of Amazon Prime Day deals since the shopping holiday started in 2015.
The issues began as soon as the Prime Day sales opened, at 3pm ET on Monday, July 16.
"Is it #Amazon #Prime #Day or Amazon #Crash Day?" asked one person on Twitter, posting an image from Amazon of a sad-looking dog captioned "Uh oh, something went wrong on our end".
Having said that the sale is exclusive to prime members, the interested buyers can purchase the membership at just Rs. 999 which will include thousands of one-day deals as well as the short-lived Lightning Deals. It says customers bought more pencils, pens, notebooks, glue sticks, lunchboxes and backpacks on Prime Day last year than any other day of the year.
It's not like Amazon didn't have an idea that Prime Day would be popular.
"I'm candidly shocked that they're not prepared for the traffic", Forrester analyst Sucharita Kodali said.
Amazon's website crashed just minutes after Amazon's prime day started for many customers. "As more Prime members reach their third, fourth or even longer anniversary, average spending should increase".
"If you were planning to find Prime deals to lower the cost of back-to-school (purchases), you're nearly certainly going back to your traditional venue of choice", he said.
A view of the new Amazon logistic center with the company's logo in Dortmund, Germany November 14, 2017.
Additionally, Prime members who live near a Whole Foods may want to take advantage of a new offer this year, Dengler said. That will at least get you Prime Day deals. Online furniture seller Wayfair introduced Way Day in April, becoming its biggest revenue day ever.
Shoppers will also be able search for a specific product to see if it has a Prime Day badge - which means it is discounted for the shopping event.
Companies are encroaching on Amazon's terminology as well as its discount strategy: past year, almost half of the 100 largest retailers (excluding the Seattle-based e-commerce giant) had a limited-time sale or messaging that included the word "prime", the survey found.