Amazon: Prime Day Beats Black Friday

So much for Black Friday.

Amazon released a statement Wednesday afternoon — about 14 hours after the launch of its "Prime Day" — saying the 24-hour mega-sale, by at least one measure, had surpassed last year's big day of holiday shopping.

"Prime Day peak order rates have already surpassed 2014 Black Friday," Amazon said, adding that the term refers to the speed with which customers are ordering once they enter the site.

"Prime members have bought tens of thousands of Fire TV Sticks, 35,000 Lord of the Rings Blu-Ray sets, 28,000 Rubbermaid sets, and 4,000 Echos in 15 minutes," the statement continued. "The Kate Spade purse was gone in less than a minute. The 1.2K of $999 TVs sold out in less than 10 minutes and there are thousands more deals coming. New deals start every ten minutes until late tonight."