The volume of Americans that purchased one or more of the top ten products on Amazon in February fell by nearly a quarter since January, when purchase volumes were cut by half from December. However, February’s top ten product sales were still 7 percent higher than the same month a year earlier. In contrast, UK residents’ top ten product purchases remained relatively stable, declining just a point in February, but saw a 13 percent year-over-year decline. As for the shopping carts themselves, Americans’ preference for Amazon-brand products and the UK’s love for gaming was evident this month too. 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 February was down 23 percent from January, mostly due to decreased purchases of the second generation Echo Dot and TurboTax software, which fell by 66 percent and 38 percent MoM, respectively.
Regardless of this decrease, Americans’ preference for Amazon-brand products persisted as five of the top ten products purchased and 55 percent of sales, bore the Amazon brand. The Fire TV Stick with Alexa was the most popular product purchased by US consumers on Amazon for the second month. While still in the lead, and accounting for 21 percent of the purchases of the leading ten products in February, Fire Stick sales decreased by 20 percent since January. Amazon gift cards came in second with 17 percent of the top ten product purchases in February, following a 18 percent decrease in purchases since January.
SanDisk’s memory card claimed third place with 12 percent of the top ten product purchases in February. The SanDisk microSDXC card was also the only top ten product to see increased purchase activity during February, up 46 percent over January.
A 38 percent MoM decrease in sales sent TurboTax software down one spot on our list to fourth, accounting for 11 percent of purchases. However, February purchases of TurboTax were still 52 percent higher than those of H&R Block’s competing tax preparation software.
It’s worth mentioned that “Horizon: Zero Dawn” for PS4, launched on February 28, rose to fifth place with a 10 percent share of the top ten product purchases in February.
|#||Product||% of Top 10||MoM Changes|
|1||Fire TV Stick with Alexa||21%||-20%|
|2||Amazon Gift Card||17%||-18%|
|4||TurboTax Deluxe 2016||11%||-38%|
|5||Horizon: Zero Dawn for PS4||10%||N/A|
|6||iPhone 7 Glass Screen Protector||7%||-13%|
|7||AmazonBasics Apple Lightning to USB Cable||6%||-16%|
|8||Echo Dot 2nd Generation||5%||-66%|
|9||Precious Cat Premium Cat Litter||5%||N/A|
|10||AmazonBasics HDMI Cable||5%||-38|
Top 10 Products Purchased on Amazon by UK consumers
Unlike the US, the volume of UK consumers purchasing top ten products on Amazon remained relatively stable during February. We have seen this behavioral difference between US and UK consumers before, in December, when the top ten purchase volume dropped by 30 percent MoM within the US but remained stable in the UK. As for UK residents’ Amazon shopping carts, half of the top ten products purchases during February were gaming products, also representing 59 percent of top ten product sales.
Purchases of the SanDisk memory card were up 28 percent MoM, driving this product to first place in our list with 27 percent of the top ten product purchases. Second place goes to the video game “Horizon: Zero Dawn” for PS4, launched on February 28, and accounting for 12 percent of total top ten sales. And, a 36 percent MoM increase drove Amazon’s gift cards to third place, accounting for 12 percent of the top ten product purchases.
The Fire TV Stick came in fourth after suffering the largest decrease in purchases MoM among the top ten products, down 62 percent since January, and accounting for just 9 percent of the activity. Fire TV Stick purchases have been declining since the product was discounted for Black Friday and Cyber Monday, with November’s sales volumes for this product 8.6 times those of February.
The album “Human” by Rag’n’Bone Man was released to Amazon Music on February 10 and accounted for 8 percent of the top ten product purchases that month. This is the first time since we began our analysis in January 2016, that an Amazon Music product made the overall top ten product list.
Two additional video games made the UK top ten product list in February: “The Legend of Zelda: Breath of the Wild” and “Nioh”. UK consumers continued to pre-order “The Legend of Zelda: Breath of the Wild” for Nintendo Switch during February, but at a slower rate, with sales down 5 percent MoM. Nevertheless, the product accounted for 7 percent of the top ten product purchases in February. Launched on February 8, “Nioh” for PS4 ranked seventh in our list and accounted for 7 percent of the top ten product purchases in February.
|#||Product||% of Top 10||MoM Changes|
|2||Horizon: Zero Dawn for PS4||12%||N/A|
|3||Amazon Gift Card||12%||36%|
|4||Fire TV Stick||9%||-62%|
|5||Human – Rag’n’Bone Man||8%||N/A|
|6||The Legend of Zelda: Breath of the Wild for Nintendo Switch||7%||-5%|
|7||Nioh for PS4||7%||N/A|
|8||HP 301 Ink Cartridges||6%||19%|
|9||SanDisk Flash Drive||6%||-18%|
|10||James Martin’s French Adventure Cookbook||5%||N/A|
Notable mention goes to Ubisoft’s video game, “For Honor” for PS4, released in Europe on February 14 and rose to 12th place for Amazon product purchases by UK consumers in February.
Bottom line: While Amazon saw a 7 percent YoY improvement in top ten products purchased by US residents during February, the e-commerce giant experienced a 13 percent YoY drop in top ten sales in the UK. This is not the first time we have identified behavioral differences in Amazon shopping behavior among residents of these two countries. Whether the US and UK converge or drift apart, we’ll have new top tens next month, so stay tuned!.