Discounts for Amazon’s Prime Day spiked sales of Amazon-branded products, with sales of the Echo Dot increasing 258 percent in the U.S. and 276 percent in the U.K. compared to June. While seven of July’s top 10 U.S. sellers were Amazon’s own brands, only four Amazon-branded products rose to the top in the U.K.

Top 10 products purchased by U.S. Amazon customers during July

Jumpshot prepares this report by analyzing the online purchasing behavior of our 100-million-member consumer panel. We separate the results into U.S. and U.K. consumer groups and compile Amazon’s 10 best sellers in each market.

In the past year, Amazon-branded products have racked-up growing U.S. sales.  Prime Day, Amazon’s July 11 version of Black Friday, only served to stoke this trend. July’s leading U.S. product, the second-generation Echo Dot, was discounted for Prime Day and showed 258 percent month-over-month (MoM) sales growth compared to June, garnering 20 percent of all sales among the top ten products. The second-ranked Fire HD8 tablet was new to the list in July, as was the third-ranked Amazon Echo, accounting for 18 and 17 percent of  sales among the top 10, respectively.

Of the 10 top products, half are new to this month’s list in the U.S., including the popular Instant Pot DUO80 electric pressure cooker which was also discounted for prime day and took 6 percent of top 10 sales. The classic “quicker picker-upper,” Bounty paper towels, picked up a sizable share, absorbing 3 percent of total top-10 sales. Paper towels are new to the list, but other domestic items, such as USB cables and memory cards, are making consistent appearances this year.

Taken together, U.S. top 10 product sales increased 58 percent MoM and 31 percent year-over-year (YoY) compared to July 2016.

Rank Product Name Top 10 Share MOM Change
1 All-New Echo Dot (2nd Generation) 20% 258%
2 All-New Fire HD 8 Tablet (4) 18% #N/A
3 Amazon Echo (2) 17% #N/A
4 Amazon.com eGift Cards 10% -16%
5 All-New Fire TV Stick with Alexa Voice Remote  10% 9%
6 SanDisk Ultra microSDXC UHS-I Card with Adapter, Grey/Red 8% -5%
7 Instant Pot DUO80 7-in-1 Multi-Use Programmable Pressure Cooker 6% #N/A
8 Bounty Select-a-Size Paper Towels, White, Huge Roll, 12 Count 3% #N/A
9 AmazonBasics Apple Certified Lightning to USB Cable 3% 6%
10 Kindle Paperwhite E-reader – Black, 6 High-Resolution Display  3% #N/A

Top 10 products purchased by U.K. Amazon customers during July

Recent divergent trends between U.K. and U.S. consumers continued during July. Amazon-branded products claimed only four of the top 10 positions, and one of those was the Amazon.co.uk gift card.

The mix of top Amazon products was also different, with the Fire TV Stick ranking as the U.K.’s top seller, up 147 percent from June and claiming 19 percent of the market share among the top 10. The second-place SanDisk Memory card showed 40 percent MoM growth and took 18 percent of top 10 sales.

Third-ranked Amazon Echo with Alexa was new this month, claiming 17 percent of the top 10. Also with 17 percent of sales, and up 276 percent over June, was the second-generation Echo Dot. That product was the U.S. #1, but showed “only” a 258 percent MoM increase there.

Unlike the U.S., games and entertainment still reach top 10 status in the U.K. The Crash Bandicoot N. Sane Trilogy for PS4 ranked fifth but was still down 28 percent MoM, representing 6 percent of total top 10 sales. New this month, the Beauty and the Beast DVD grabbed 4 percent of top 10 market share during July. Similarly, a mobile phone, portable Bluetooth speaker, and HP printer ink all made the U.K. top 10, something we do not expect to see in the U.S. but is not uncommon on the U.K. list.

Total U.K. top 10 product sales during July were up 68.9 percent MoM, but up only 9 percent when compared to July 2016.

Rank Product Name Top 10 Share MOM Change
1 Fire TV Stick 19% 147%
2 SanDisk Memory Card 18% 40%
3 Amazon Echo – Alexa Voice Service (2) 17% #N/A
4 Amazon Echo Dot (2nd Generation), Black 17% 276%
5 Crash Bandicoot N. Sane Trilogy (PS4) 6% -28%
6 Amazon.co.uk Gift Card 5% -25%
7 Anker SoundCore Portable Bluetooth 4.0 Stereo Speaker  5% #N/A
8 Beauty & The Beast [DVD] [2017] 4% #N/A
9 Motorola Moto G5 16GB with 3GB RAM 4% #N/A
10 HP 301 Original Ink Cartridges  4% 18%


Bottom Line:
Prime Day—traditionally a huge driver for summer sales via big discounts on Amazon-branded products—proved very enticing to U.S. customers, less so in the UK. Amazon-branded products do well in both markets, but our U.K. top 10 appears much stronger in Amazon tradition—games, DVD’s, memory, speakers—than the U.S. list, dominated by Amazon’s own electronic devices. We will be back next month the more details on whether U.S. and U.K. Amazon customers are growing closer or even farther apart.