This month, our analysis of US and UK residents’ Amazon purchases reinforced the behavioral differences in online shopping preferences we discovered in September. Americans still display a clear preference for Amazon-branded products, while UK residents increased video game purchases by 27 percent month-over-month. While this might not be interesting on its own, the fact that 29 percent more Americans purchased top ten products in October than in September, while the activity among UK residents was cut by 10 percent, is quite intriguing. Read on for our full Amazon shopping analysis.

Americans increase Amazon purchases in October: Top 10 products purchased by US consumers

We analyzed individual products purchased by US consumers on Amazon during October to detect the top ten products purchased and MoM trends in shopping activity. We discovered a substantial increase in shopping activity in the US during October, with a 29 percent MoM increase in top ten product purchases and a 20 percent increase in subscribe & save product purchases since September.

As for specific brands and individual products, US consumers still display a clear preference for Amazon-branded products. These account for half of the products that made the list and 61 percent of the purchases. A deeper look revealed that one Amazon-branded product accounted for most of the increase in purchases. The new “Amazon Fire TV Stick with Alexa Voice Remote,” which launched on September 28th, brought in16 percent of the purchasers in October.

Pre-sales of Pokémon Moon and Pokémon Sun for Nintendo 3DS, which were launched on November 18th, also contributed to the increase in shopping activity in October. The two new Pokémon games brought in nearly a fifth of the top ten purchasers.

What else? Amazon gift cards saw a 47 percent MoM increase in purchases, AmazonBasics products saw decreased activity, and the previous version of the Fire TV Stick was cut from the US list.  

Top ten products purchased on Amazon by US consumers:

% Product % of Top ten MoM Changes
1 Amazon Gift Card 23% 47%
2 Amazon Fire TV Stick with Alexa Voice Remote 16% N/A
3 Amazon Echo Dot – 2nd Generation 10% 22%
4 Pokémon Moon for Nintendo 3DS 10% N/A
5 Pokémon Sun for Nintendo 3DS 9% N/A
6 iPhone 7 Glass Screen Protector 7% 20%
7 SanDisk Ultra 64GB microSDXC Card 7% 8%
8 SanDisk Ultra 32GB microSDHC Card 6% 6%
9 AmazonBasics HDMI Cable 6% -10%
10 AmazonBasics Apple Lightning to USB Cable 6% -10%

An affinity for video games: Top ten products purchased on Amazon by UK consumers

When we focused our analysis on UK consumers’ shopping preferences we discovered a 10 percent decrease in purchases of the leading ten products since September, when FIFA 17 was released and instantly attracted 37 percent of the purchasers. But don’t fret, the UK’s love for gaming persists. In October five of the top ten products purchased were video games, which accounted for nearly half of the purchases.

FIFA 17, last month’s most popular product, was replaced by a variety of recently released and upcoming video games: Battlefield 1, Elder Scrolls V: Skyrim Special Edition, and Call of Duty: Infinite Warfare Legacy.

What else has changed since last month? Fire TV Sticks, and The Girl on the Train increased in popularity MoM, while SanDisk’s gaming memory card saw a decrease in purchases compared to September.

Top ten products purchased on Amazon by UK consumers:

% Product % of Top ten MoM Changes
1 Amazon Fire TV Stick 22% 27%
2 Battlefield 1 for PS4 13% N/A
3 Battlefield 1 for Xbox One 9% N/A
4 SanDisk 32GB microSDHC 9% -4%
5 Elder Scrolls V: Skyrim Special Edition for PS4 8% N/A
6 Call of Duty: Infinite Warfare Legacy Edition for PS4 8% N/A
7 HP Printer Ink Cartridges 8% 35%
8 Elder Scrolls V: Skyrim Special Edition for Xbox One 8% N/A
9 The Girl on the Train 7% 22%
10 Amazon Gift Card 7% 8%

Bottom line: Our analysis of UK and US consumers’ Amazon shopping carts revealed that October was good for video games in both regions, even though Americans still prefered Amazon-branded products above all others. We also found that while activity around the top ten products in the US increased substantially MoM, Amazon shopping decreased among UK consumers in October. It will be interesting to see the impact of Black Friday and Cyber Monday on the shopping behavior of these two cohorts, so be sure to check in next month!