(Note: you can also hear me talk about Amazon Prime Day on Thursday’s edition of KUT’s “Texas Standard.” The segment starts at 17:50.)

Well, that was certainly a thing that Amazon did.

In this June 30, 2011 file photo, a United Parcel Service driver delivers packages from Amazon.com in Palo Alto, Calif. Amazon aimed for Christmas in July with its much-hyped “Prime Day” sale on Wednesday, July 15, 2015, but some shoppers were disappointed by the offerings. Credit: Paul Sakuma / ASSOCIATED PRESS FILE

Last week, on July 15, Amazon.com declared for its 20th anniversary “Prime Day,” a completely self-made holiday of deals it likened beforehand to Black Friday, but better.

Never mind that in recent years, Black Friday as a shopping bonanza has come to be known as a sinkhole many avoid because the limited number of items available at a deep discount just aren’t worth the hassle.

If you only followed Prime Day on social media, you might think Amazon’s effort was a complete disaster. Snarky Tweeters (myself included)

derided the mishmash of Lightning Deal products as must-avoids while tech and shopping blogs gleefully listed the worst items for sale. Some customers complained that they couldn’t complete their purchases on Amazon’s site while others said that the items they sought sold out too quickly, such as 4K television sets and Amazon’s own voice-activated Echo speaker, which was discounted to $129.

Given the reaction, you might think Amazon’s reputation took a ding and that the disappointment might cause some long-term brand damage. But in the short term, at least for Amazon, Prime Day appears to have been an enormous win. It moved items that would have have otherwise sat in warehouses, spurred some to subscribe to the company’s $99-a-year Prime service and attracted to Amazon’s site many more customers than usual, even if many chose to take a pass on the merchandise.

The company’s insistence on comparing Prime Day with Black Friday may have been misguided — one online retailer’s sales versus sales from all major online and brick-and-mortar stores seems like a weird comparison — but in comparison with itself, Amazon says it broke records. The company said in a press release that it sold 18 percent more on Prime Day than on 2014’s Black Friday, at a rate of 398 items per second.

“After yesterday’s results, we’ll definitely be doing this again,” said Greg Greeley, vice president of Amazon Prime, who apparently didn’t get the memo from Twitter that Prime Day was a big bust.

The company sold 56,000 sets of the “Lord of the Rings” trilogy, 14,000 iRobotRoomba pet vacuum robots and 47,000 television sets, many of them 4K sets costing between $800-$1,000, among many sale items.

Those don’t seem like failure numbers. Amazon is, as the old saying goes, laughing all the way to the bank. For my own part, I spent $140 ($129 + tax) on Amazon’s Echo speaker, an item I had my eye on and only needed a price drop to justify. I passed over every other deal, but with one purchase, I was part of the wave of people feeding into Amazon’s frenzy.

Amazon’s gambit, of course, was not just to move chef’s hats and “50 Shades of Grey” DVDs, but to get people on board its Prime service, which boosts its streaming TV customer numbers for shows like “Transparent” and expand ears for its Prime Music service. Being a Prime customers makes it more likely they’ll buy into Amazon’s line of e-readers, tablets and TV devices and download the company’s apps.

What’s most surprising about Prime Day is that after 20 years, people still underestimate Amazon’s power in the marketplace. Prime Day caused Wal-Mart to play along with an all-day sale, kept deal sites hopping all week and became a media-blitz of an event in the middle of prime (so to speak) non-shopping season.

Amazon can take all the jokes and then some. They’re walking away with truckloads of money and new Prime members, so why not laugh along?

(Full disclosure: I made jokes, too, see below)

All the credit cards come to life on Amazon #PrimeDay like Toy Story for your wallet.

— Omar L. Gallaga (@omarg) July 15, 2015

I broke down and bought an Amazon Echo, but only because I'm offloading my kids' requests to play Taylor Swift songs to a machine.

— Omar L. Gallaga (@omarg) July 15, 2015

#PrimeDay a huge success! It combined America’s passion for deep discounts on things people don’t want and complaining about it on Twitter.

— Omar L. Gallaga (@omarg) July 15, 2015

Amazon Prime Day is referred to in Sweden as Brunmaelstrom Dag, a holiday for plain brown boxes to be exchanged by children. #PrimeDay

— Omar L. Gallaga (@omarg) July 7, 2015