Black Friday and Cyber Monday drove triple-digit increases in purchases of the top ten products on Amazon by US and UK consumers during November. US sales were up 178 percent and UK sales increased by 164 percent compared to October. In comparison to July’s Prime Day, UK sales more than doubled in November while US sales grew by 70 percent. Read on for our detailed online shopping analysis.

Top 10 products purchased by US residents on Amazon during November

To prepare these reports, we analyze individual products purchased by consumers on Amazon every month to detect the top ten products purchased and month-over-month trends in purchase behavior. In November, we found that Amazon Prime subscriptions drew a 6 percent share of the top ten product sales, perhaps attributable to a $79 Prime membership promotion during the month. November also marked the first time that Prime membership made the US list since January 2016, when it was the leading product purchased.

US residents’ preference for Amazon-brand products persisted in November, accounting for 67 percent of the activity around the top ten products purchased. However, the Amazon-brand products that made the November list were more expensive than those consumers purchased in past months, perhaps due to Black Friday and Cyber Monday deals.

As for the specific products that made the cut, two new Amazon-brand products launched in late October dominated US consumers’ shopping carts. The new Amazon Echo Dot, claimed third place in October, then rose to first place in November, with an amazing 463 percent MoM increase in purchases. The new Fire TV with Alexa came in second in October and is still the runner-up for product purchases in November.

Third and fourth place go to Pokémon Sun and Pokémon Moon, respectively. Both games made the list in October thanks to pre-sales, and each rose one place in November, after they were finally released.  

# Product % of Top 10 MoM Changes
1 Echo Dot 2nd Generation 20% 463%
2 Fire TV Stick with Alexa 18% 216%
3 Pokémon Sun for Nintendo 3DS 10% 199%
4 Pokémon Moon for Nintendo 3DS 10% 178%
5 Fire HD, 8″ Tablet, 16 GB 8% N/A
6 Instant Pot Pressure Cooker, 8% N/A
7 Fire, 7″ Display, 8 GB 8% N/A
8 Amazon Echo 8% N/A
9 Amazon Prime Membership 6% N/A
10 Final Fantasy XV for PS4 5% N/A

Notable mention goes to the Instant Pot pressure cooker, which was the most popular product sold on Amazon Prime Day 2016 and also came in sixth in November, most likely due to Black Friday and Cyber Monday sales.

Top 10 products purchased by UK residents on Amazon in November

As in the previous months, the shopping carts of UK consumers show their love for gaming, with video games accounting for 5 out of 10 of the slots of the leading products purchased. However, while gaming products accounted for nearly a half of the top ten purchases, these products only accounted for 36 percent of the purchases of the top ten products in November. This was most likely due to the overwhelming success of the Fire TV Stick, which attracted a third of the purchases of the top ten products in November.

The two new Pokémon games, which Nintendo reported were the most popular Nintendo games launched in Europe, also made the UK list, accounting for a fifth of the activity in November.

While Final Fantasy XV: Day One made the cut, other video games slipped down the ranks. Battlefield 1 was the second most popular product in October, but ranked ninth in November. FIFA 17 took a hard fall from being the most popular product sold in September to tenth place in November’s list.

# Product % of Top 10 MoM Changes
1 Fire TV Stick 33% 302%
2 Fire Tablet, 7″ , 8GB 11% N/A
3 Pokémon Sun for Nintendo 3DS 10% 390%
4 Pokémon Moon for Nintendo 3DS 10% N/A
5 Echo Dot 2nd Generation 8% N/A
6 Final Fantasy XV: Day One Edition for PS4 6% N/A
7 Together 6% N/A
8 Kindle Paperwhite HD, 6″ with Built-in Light 6% N/A
9 Battlefield 1 for PS4 5% 3%
10 FIFA 17 for PS4 5% 161%

Bottom line: Black Friday and Cyber Monday are two huge retail shopping days, with a global impact. The two retail holidays drove massive increases in Amazon sales, which overshadowed Amazon’s own Prime Day. We will continue to analyze US and UK consumers’ Amazon shopping behavior, and in January we will compare December holiday shopping to November’s Black Friday and Cyber Monday. Until then, we wish you and your family peace and happiness this holiday season!