If you brand it they will come, and Amazon is certainly the undeniable leader, as it celebrated its tenth holiday shopping season with the announcement that it finished the season by setting a single-day record with more than 2.8 million units ordered or 32 items per second worldwide.

The most surprising result of the Amazonian season was that consumer electronics sales surpassed book sales over the Thanksgiving weekend (typically the busiest holiday shopping weekend) and was, according to Amazon, the largest sales category for the first time.

Amazon employed a number of innovative means to boost its customer shopping surge during the holidays including its original short film series Amazon Theater, which was launched in early November. Teaming with Ridley and Tony Scott's production company, RSA USA, and creative agency Fallon Worldwide, Amazon created a series of five short films that were available exclusively on Amazon.com, as a free holiday gift to its customers. The movies were available via the site for five consecutive Tuesdays in November and December.

As the credits rolled after each film, customers could click on the names of the actors and directors to visit special artist boutiques where the celebrities offered gift ideas to support various charitable causes. Customers were also able to click on product credits to purchase the exact apparel, home furnishings, cosmetics, kitchen appliances, electronics, and jewelry as used in the films.

Amazon said in a statement that its music store also broke new sales record, selling over one million items per week for two consecutive weeks in December.