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The Instant Pot became a sleeper hit with busy cooks, beloved for its convenience. In 2016, it topped Amazon Prime Day sales, with over 215,000 units sold in a single day – and two years later, it shattered that record, with 300,000 sold in just 36 hours. At its peak, the multicooker market reached $758 million (£590m) in 2020, with the Instant Pot leading the charge. While sales cooled after the COVID-19 pandemic, the brand had already built a full-blown kitchen empire, proving that, sometimes, the best-selling gadgets aren’t flashy – they simply make dinner and get out of your way.
