Amazon and Target have both reported huge sales on Tuesday, as they held discount days for their online customers.
Amazon held its annual "Prime Day" starting late Monday and continuing for 36 hours, with Target responding with its own one-day sale on Tuesday.
And while both retail giants have raked in huge sums as customers flocked to their sites, there's another big winner from the sales: Instant Pots.
The versatile pressure cookers have become a kitchen must-have in American households, and shoppers were eager to snap them up at their lowest ever prices on Tuesday.
Amazon said the 7-in-1, 6-quart Instant Pot DUO60s, which it had discounted to $59 from its usual price of $100, was its biggest seller in the U.S. during Prime Day, with 300,000 of them sold.
It sold out a few hours later, but Target was there offering the same Instant Pot for $74.96, with 5 percent taken off for REDcard holders and free 2-day shipping, while also offering a $59.99 deal on the 6-quart, 6-in-1 Instant Pot LUX.
Target identified the Instant Pots as among its biggest sellers on what it called its biggest online shopping day of 2018 so far.
Instant Pots have developed a cult following among kitchen amateurs and experts, who can use the same pot for pressure and slow cooking, frying meat, making yoghurt, hard-boiling a bunch of eggs in a couple of minutes, and making all manner of one-pot dishes.
This piece by Slate in November explains how it's becoming an "economy and religion all of its own," generating hundreds of websites and recipe books designed to help owners make the most of the product.