Leading online ecommerce platform Amazon.com created impressive sales of gems and jewellery and watches, a category which is not so commonly affiliated with the online retailer, as per reports.

The company sold 10,451 carats of diamonds and a watch every 1.5 seconds in its holiday season, reports say. This is Amazon’s 21st holiday season.

The company churned record sales across the categories it serves. In particular, the season it noted a popular demand for the Amazon Prime, Amazon Original Series and Amazon devices categories. It saw three million new Prime members join it in the third week of December itself, reports add.