Fidget Toys Go Away, Amazon Brand Dominates US Top 10 Sales in June

 In Featured, Marketplace Report, Top 10, Trends

Fidget toys, last month’s chart-toppers on both sides of the Atlantic, were nowhere to be found in our June survey of Amazon’s top sellers. Also gone? Books, entertainment, and games. Their replacements include printer paper, iPhone cables, batteries, and cat litter. Every month we analyze individual products purchased by US and UK consumers on Amazon to detect the top ten products and month-over-month (MoM) trends in purchase behavior. After two months of fidget toy mania, June looked more normal, but also different. Amazon brand products are ascendant, claiming seven of the top 10 spots on the US list and four in the UK. New items also abound, with five on the UK list, but only three in the US. Overall, the top 10 items were down 11 percent MoM month-over-month from May in the UK and a whopping 22.4 percent drop in the UK.

Year-over-year saw an 81 percent increase in US top 10 combined sales, mostly thanks to increased sales of gift cards and Prime subscriptions. Meanwhile. the UK’s combined top 10 showed a 5 percent YoY decrease.June was a slow month overall for the Internet in the US, with nearly all of the top 200 sites losing traffic.’s total June traffic was down about 6 percent from May.

One of the new items on the US top 10 is the Amazon Dash Wand with Alexa, a small scanner and voice remote for ordering groceries and some other items. “Exclusively the Prime Members,” the $20 Amazon brand item comes with a $20 store credit after the user registers the device. Even before its Whole Foods purchase, Amazon had begun upsetting the grocery industry, causing Walmart to lower some grocery prices. New to the US list this month are cat litter and a big package (dare we say “Costco-sized”?) of AA batteries. Both items not previously on many customers’ Amazon shopping lists.

The seven Amazon items in the US top 10 start with gift cards, up 102 percent, and a free Prime trial, off 2 percent, in the top two spots. Combined these items accounted for 38 percent of top 10 purchases during June.

Rank Product Name % Share of Top 10 MoM Change
1 Amazon eGift Cards 19% 102%
2 Amazon Prime 30-day Free Trial 19% -2%
3 All-New Fire TV Stick with Alexa Voice Remote 14% 14%
4 SanDisk Ultra microSDXC UHS-I Card 14% 27%
5 All-New Echo Dot (2nd Generation) 9% 13%
6 Amazon Dash Wand with Alexa 6% New
7 iPhone 7 6S Screen Protector, amFilm (2-Pack) 5% -15%
8 Amazon Basics Apple-Certified Lightning to USB Cable – 6 Feet 5% 4%
9 Precious Cat Ultra-Premium Clumping Cat Litter 4% New
10 Amazon Basics AA Performance Alkaline Batteries (48-Pack) 4% New


Top 10 products purchased on Amazon by UK residents

Significant differences between the UK and US charts this month include two games making their way into the UK top 10, significantly fewer Amazon-branded items, and printer ink and paper bringing up the rear in the 9th and 10th positions.

New this month and likely to appear just this once, were two electric fans, which combined landed in fifth place. Why? It’s was hot in the UK during June and sales of the fans represented 9 percent of total top 10 sales. (Of course, in the UK, 30C is considered hot. That’s 86F to Americans).

Number one in the UK, yet down 16 percent from May, was the SanDisk memory card. The list’s big gainer, gift cards, were up 84 percent MoM, representing 12 percent of UK top 10 sales.

Rank Product Name % Share of Top 10 MoM Change
1 SanDisk Memory Card 22% -16%
2 Crash Bandicoot N. Sane Trilogy (PS4) 14% New
3 Fire TV Stick 13% 3%
4 Gift Card 12% 84%
5 Electric Fans (2 products) 9% New
6 Amazon Echo Dot (2nd Generation) 8% New
7 Amazon Basics Apple Certified Lightning-to-USB Cable (3 feet) 6% New
8 Horizon: Zero Down (Standard Edition) 6% New
9 HP 301 Original Ink Cartridges – Black/Tri-Color, Pack of 2 6% New
10 Xerox Performer Paper A4 80gsm White (Pack of 5 Reams) 5% -24%

Bottom Line: Striking about June’s US list is that when customers were not buying Amazon-branded technology they purchased fairly mundane items – memory cards and screen protectors. The UK list included two games, less Amazon brand, but similarly prosaic items, including paper, ink, and electric fans. July 10 was Prime Day, Amazon’s big summer promotion, that should certainly shake-up the July top 10 lists with the sale products customers gobbled up. Please return and we will show you how Amazon brand and other items did during “Black Friday in July.” See you soon!

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