Amazon's 'Prime Day' sale witnessed big virtual crowd. It witnessed an 80% rise in US sales from a year earlier. The one-day sale organized on Wednesday has also attracted negative comments from shoppers.

The sale was for its members having Prime subscription service. The company has claimed that Prime Day would offer such big offers than those in the winter holiday season. Main aim of the sale was to strengthen the $99 annual Prime loyalty program memberships in summer months.

The announcement also attracted the attention of other retailers, like Wal-Mart, Target, Macy's and Best Buy, which also organized sales of their own. But it has been found that not all Amazon customers were happy with the sale.

They have been disappointed and affirmed that the sales were not big enough. Others have stated that they did not like the deals and they were only available for a limited time and limited quantity was available.

By midday Wednesday, Amazon was offering a Kindle Fire for US$79 from $139, a GoPro camera bundle was cut down to $500 from $691 and a Blu-Ray Lord of the Rings trilogy was marked down from $120 to $28.

Emily Wienberg, 24, from Boston, said that after seeing the offers, it seemed that the company was offering more quantity than on quality. Doug Messer, 21, from Westchester, New York, said that it was frustrating to know that not all could claim the deal.

"The Amazon business model is everyday value. Jumping on the bandwagon to try to create Black Friday in muggy July really feels off-brand for Amazon", said Allen Adamson, managing director of branding firm Landor Associates.