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Amazon kicked off their fourth annual Prime Day with the site experiencing a glitch that left customers unable to capitalize in the opening moments of the 36-hour window of online sales. Some shoppers reported that the crash forced them into an annoying loop that refreshed the page whenever they clicked on the "Shop All Deals" button while others were subjected to random dog photos. 

Dude, did @amazon crash as soon as Prime Day began? #primeday #primedaycrash

— Rebecca Evans (@rejoicinrebecca) July 16, 2018

@amazon Did the website really crash on #PrimeDay ?

— The Manderson (@IUmanderson) July 16, 2018

It took about an hour from when the event started for Amazon to have the issue somewhat resolved. "Some customers are having difficulty shopping, and we’re working to resolve this issue quickly," an Amazon said in a statement. "Many are shopping successfully -- in the first hour of Prime Day in the U.S., customers have ordered more items compared to the first hour last year. There are hundreds of thousands of deals to come and more than 34 hours to shop Prime Day."

After investing a reported $3.1 million this year into building awareness through television ads for Prime Day, Amazon is estimated to reach $3.4 billion in sales, surpassing last year’s mark of $2.4 billion. We'll need to wait and see how the glitch impacted the company’s numbers.