Amazon proved the maxim that “the best price is free” during April with big “sales” of free 30-day trial Amazon Prime subscriptions in the US while new “fidget toys” sold well in both the US and UK. Also, during April, we found that the number of Americans who purchased a top ten product on Amazon was up 20 percent from a year ago. The UK’s year-over-year (YoY) increase was a more modest, though still substantial, 8 percent.

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.

Purchases of spinner toys were popular in both the US and UK during April. Two of the devices (AMILIFE EDC Fidget Spinner and Fidget Spinner Toy Stress Reducer High Speed Bearing), combined to reach second place in our top 10, with a 14 percent share.

In the UK, the Tri Fidget Hand Spinner and another stress toy, the Fidget Toy Cube, were the fifth and seventh highest selling products, reaching a combined 15 percent share of the top 10 products. All fidget toys are new items to our list and are said to help Attention Deficit Disorder and other conditions by keeping users’ hands occupied.

 

Top 10 products purchased on Amazon by US residents

In April, free 30-day trial subscriptions to Amazon Prime were the most purchased item in the US, driving a 16 percent share of the top 10. Prime offers customers free two-day shipping and other benefits. News outlets have noted the growth in Prime subscriptions, especially in the last quarter. 

US customers purchased enough Amazon gift cards to reach 14 percent of top 10 sales, a slight 1 percent drop from March. Of the top 10, only the Amazon-branded USB-to-Lightning cable showed significant growth, with 5 percent of sales and 12 percent MoM growth.

The month’s big losers in the US were the All-New Fire TV Stick with Alexa Voice Remote, down 27 percent MoM, and the SanDisk Ultra microSDXC card, down 11 percent.

 

Rank Product Name Top 10 Share MOM Change
1 Amazon.com: Amazon Prime (30-Day Free Trial): Amazon Services LLC 16% N/A
2 Spinners (B01N9PIC2S and B06XFCJR48) 14% N/A
3 Amazon.com eGift Cards 14% -1%
4 SanDisk Ultra microSDXC UHS-I Card with Adapter, Grey/Red, Standard Packaging 14% -11%
5 All-New Fire TV Stick with Alexa Voice Remote | Streaming Media Player 13% -27%
6 Mario Kart 8 Deluxe – Nintendo Switch 7% New
7 Rogue One: A Star Wars Story [Blu-ray] 6% N/A
8 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) 6% 0%
9 All-New Echo Dot (2nd Generation) – Black 5% -2%
10 AmazonBasics Apple Certified Lightning to USB Cable – 6 Feet (1.8 Meters) – White 5% 12%

 

Top 10 products purchased on Amazon by UK residents

The Rogue One movie (Blu-Ray and DVD combined) was the most popular item purchased within the UK, driving a 20 percent share. Blu-Ray copies of the movie outpaced the standard DVD format by about 3-to-2. The number two-ranked SanDisk memory card, 18 percent of the top 10, was down 20 percent MoM.

Amazon gift cards were up 125 percent MOM, representing 13 percent of total top 10 purchases. The Amazon Fire TV Stick, a big loser in the US, shot up 106 percent MoM, also grabbing 13 percent of total top 10 sales. 

 

Rank Product Name Top 10 Share MOM Change
1 Rogue One: A Star Wars Story – Blu-Ray or DVD 20% New
2 SanDisk Memory Card 18% -20%
3 Fire TV Stick 13% 106%
4 Amazon.co.uk Gift Card 13% 125%
5 Tri Fidget Hand Spinner Toy, Stress Reducer Ultra Durable High-Speed Ceramic Bearing Fidget Finger Toy Can Continue to Rotate for 1-3 minutes – Perfect for ADD / ADHD / Anxiety / Autism and Stress Relief Adult Children, Office Desk Gadget (Red) 10% New
6 Mario Kart 8 Deluxe (Nintendo Switch) 7% New
7 JuYi Fidget Toy Cube Relieves Stress and Anxiety for Children and Adults 5% New
8 Fantastic Beasts and Where to Find Them 5% -59%
9 Xerox Performer Paper A4 80gsm White 003R90649 Pack of 5 Reams 4% New
10 HP 301 Original Ink Cartridges – Black/Tri-Colour, Pack of 2 4% -18%

 

Bottom Line: Amazon-branded merchandise often does well, but a USB cable increasing sales in down month for non-Amazon products demonstrates brand strength. Fidget toys exploded onto the market this month and most consumers have probably never seen the popular-with-teens little devices. How big a fad is this? Come back next month to see! And, finally, who said “the best price is free?” He may not have been first, but former Apple CEO John Sculley was among the first more than two decades ago.