Amazon UK roars back as the US improves slightly: Top 10 products purchased by US and UK consumers during March

 In E-commerce Marketing, Featured, Marketplace Report, Site Analysis, Top 10

The number of Americans who purchased one or more of the top ten products on Amazon in March showed narrow growth after falling by nearly a quarter during February, when purchase volumes were cut by half from December. In contrast, UK residents’ top ten product purchases, which lost a point in February, came roaring back in March. Read on for our full online shopping analysis.


Top 10 products purchased on Amazon by US residents

Every month we analyze individual products purchased by US and UK consumers on Amazon to detect the top ten products and month-over-month trends in purchase behavior.

This month, we found that the number of Americans who purchased a top ten product on Amazon during March was up 3 percent from February. The single biggest gainer, up 61 percent, was SanDisk’s Ultra microSD card, popular with gamers and representing 17 percent of top 10 purchases.

Again in March, five of the top 10 US products were Amazon-branded or Amazon exclusive, representing 53 percent of sales, slightly down from February’s 55 percent. Blame that decrease on an Amazon-exclusive version of TurboTax falling 54 percent month-over-month.

The second-generation Amazon Dot, which lost 66 percent of sales in February, rebounded with a 21 percent increase during March. The #1-ranked All-New Fire TV Stick represented 21 percent of top 10 purchases, but showed only a 3 percent increase from February.

As word got out that the screen gets scratched from the Nintendo Switch docking station, consumers raced to Amazon to purchase amFilm Tempered Glass Screen Protector. It pushed that product to the #4 position, driving a 13% share. Customers also seemed to add the iPhone 7 and 6 version of the product to their shopping carts as well, driving a 7 percent share of the top 10.

Joining the list at #7 was The Legend of Zelda: Breath of the Wild for Nintendo Switch, gathering a 5 percent share of the top 10.

Rank Product Name Top 10 Share MOM Change
1 All-New Fire TV Stick with Alexa Voice Remote | Streaming Media Player 21% 3%
2 SanDisk Ultra microSDXC UHS-I Card with Adapter, Grey/Red, Standard Packaging 17% 61%
3 eGift Cards 16% 0%
4 amFilm Tempered Glass Screen Protector for Nintendo Switch 2017 (2-Pack) 13% N/A
5 iPhone 7 6S 6 Screen Protector Glass, amFilm iPhone 7 Tempered Glass Screen Protector for Apple iPhone 7, iPhone 6S, iPhone 6 2016, 2015 (2-Pack) 7% -1%
6 All-New Echo Dot (2nd Generation) – Black 6% 21%
7 The Legend of Zelda: Breath of the Wild – Nintendo Switch 5% N/A
8 AmazonBasics Apple Certified Lightning to USB Cable – 6 Feet (1.8 Meters) – White 5% 0%
9 Precious Cat Ultra Premium Clumping Cat Litter 5% -2%
10 TurboTax Deluxe 2016 Tax Software Federal & State + Fed Efile PC download [Amazon Exclusive] 5% -54%
Total (Top 10)  3%


Top 10 Products Purchased on Amazon by UK consumers

Unlike the US, the volume of UK consumers purchasing top ten products on Amazon showed a large increase during March, after remaining stable during February. The 26 percent increase was driven by the addition of five new products each of which showed strong sales. Of the remaining five products, four lost significant share among the top 10 and the one gainer was up only a point. Games were not the major driver of the UK Top 10, a change from previous months.

UK consumers supported their own as Ed Sheeran’s ÷ album (Deluxe and standard album, combined) was the #2 most purchased item on Amazon, driving a 20 percent share. The movie Fantastic Beasts and Where To Find Them claimed the #3 position, outpacing another newcomer, #7 Rogue One, by almost two times, despite last year’s box office in the UK showed the opposite outcome.

Also new was Mass Effect Andromeda, with 11 percent of top ten sales. Mary Berry’s cookbook, Mary Berry Everyday, took the #9 position, driving a 5% share. She’s a judge on The Great British Bake Off and popular on both sides of the Atlantic.

Together, the five new titles claimed 54 percent of top 10 Amazon UK sales. Of the remaining five, the only will was the with a 1 percent MoM increase and 22 percent share. Amazon Gift Card, with 5 percent overall, was March’s big loser, down 46 percent.

Rank Product Name Top 10 Share MOM Change
1 SanDisk Memory Card 22% 1%
2 ÷  – Ed Sheeran 20% N/A
3 Fantastic Beasts and Where To Find Them 12% N/A
4 Mass Effect Andromeda 11% N/A
5 Horizon: Zero Dawn Standard Edition 8% -24%
6 Fire TV Stick 6% -16%
7 Rogue One: A Star Wars Story – Blu Ray 6% N/A
8 Gift Card 5% -46%
9 Mary Berry Everyday 5% N/A
10 HP 301 Original Ink Cartridges – Black/Tri-Colour, Pack of 2 5% -5%
 Total (Top 10)  26%


Bottom line: This was a very interesting month for Amazon UK, which showed dramatic increases during March thanks to the arrival of five new products. Content replaced games as the UK’s sales leaders. The US held steady during March. In both markets Amazon-branded products were responsible for more than half of total top 10 sales. What did the UK do during April? We will have new top 10’s next month, so come back and see.

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