We know everyone loves Amazon, as we’ve been analyzing consumer shopping behavior on the site for nearly a year. To celebrate a years worth of data, were launching a monthly series to identify shopping trends and MoM changes in Amazon purchases. To kick off the series, we analyzed the online purchases of US and UK residents throughout 2016. We found that US consumers tend to buy Amazon’s own products, which account for 70 percent of purchases, while UK residents have more diverse shopping carts, containing digital content and gaming products. Read on for our full shopping analysis.

Top 10 products purchased on Amazon by US and UK consumers

We looked at the top ten items purchased on Amazon in the first half of the year, and found an overwhelming 72 percent of US consumers bought Amazon-branded items, compared with only 43 percent of UK shoppers. In contrast, during the same time period, over half of UK consumers purchased digital content and gaming products, with “Star Wars: The Force Awakens” in the lead.

National retail holidays and tax season also significantly altered online shopping behavior between the two countries. Between Q1 and Q2, the total volume of the top ten products purchased by US residents saw a 42 percent decrease, while the UK purchasing volume decreased by a mere 10 percent.

Leading products sold on Amazon US Leading products sold on Amazon UK
# Product % of Top 10 Product % of Top 10
1 Amazon Gift Card 31% Amazon Fire TV Stick 22%
2 Kindle Fire 7″ Display, 8 GB 13% Kingston 32GB microSDHC 14%
3 Amazon Fire TV Stick 9% Star Wars: The Force Awakens 11%
4 SanDisk Ultra 32GB microSDHC 9% SanDisk Ultra 32GB microSDHC 11%
5 TurboTax Deluxe 2015  7% Amazon PowerFast USB Charger 11%
6 Star Wars: The Force Awakens 9% Amazon.co.uk Gift Voucher 10%
7 Amazon Apple Lightning to USB Cable 7% Lean in 15 6%
8 Amazon HDMI Cable 7% Blackstar 5%
9 Amazon Prime Membership 5% Spectre 5%
10 Deadpool 3% Uncharted 4: A Thief’s End for PS4 5%

It’s interesting that Amazon Prime memberships only made the US’s list in Q1, due to the marketplace’s localized $73 Prime membership promotion in January.

Amazon Prime Day: Top 10 products purchased in July and August

July 12th marked a very important day for the leading marketplace: Prime Day. So for July and August, we looked for changes in purchasing behavior for US and UK residents to assess the impacts of this global “retail holiday.” We quickly found that while Amazon Prime Day was a huge success in the US, it wasn’t that much of a success in the UK. In July, the volume of purchases for the top ten products in the US was 2.6x that of August, while the UK only displayed a 33 percent decrease in purchases MoM.

Here’s the full breakdown of the top ten products purchased on Amazon US:

July August
# Product % of Top 10 Product % of Top 10
1 Kindle Fire 7″ Display, 8 GB 22% Amazon Gift Card 25%
2 Amazon Fire TV Stick 22% Harry Potter and the Cursed Child 23%
3 Instant Pot Pressure Cooker 10% Amazon Fire TV Stick 14%
4 Harry Potter and the Cursed Child 9% Amazon Apple Lightning to USB Cable 10%
5 Amazon Echo 9% SanDisk Ultra 64GB microSDHC 10%
6 SanDisk Ultra 64GB microSDHC 8% Amazon HDMI Cable 10%
7 Amazon Gift Card 7% RTIC 30 oz. Tumbler 9%
8 Anker PowerCore Portable Charger 5% SanDisk 32GB microSDHC 8%
9 Amazon Apple Lightning to USB Cable 4% Panasonic In-Ear Headphones 8%
10 Amazon HDMI Cable 4% Amazon AA Batteries (48-Pack) 8%

In the US, the biggest MoM loser was actually the most popular product on Prime Day: Amazon Fire TV Stick. July’s sales of the Fire TV Stick in the US were more than quadruple those in August. Instant Pot, the most popular product purchased on Prime Day in the US, took third place for July’s list, and the first non-Amazon product position. Lastly, we found that the only product to increase sales MoM was the marketplace’s gift cards. Amazon Gift Card purchases increased by 39 percent in August, bringing them to the top of the list. 

A look into the UK purchases revealed a common ground between the two consumer groups: The Amazon Fire TV Stick was hit the hardest after Prime Day, with a 33 percent decrease in UK purchases in August. However, a look at the lists also pinpoints the difference between these two groups. “Harry Potter and the Cursed Child” was published on July 31st and instantly climbed to third place for July purchases, and was the most popular product sold on Amazon UK in August, attracting nearly a fifth of the customers.

Here’s the full top ten list for Amazon UK:

July August
# Product % of Top 10 Product % of Top 10
1 Amazon Fire TV Stick 36% Harry Potter and the Cursed Child  19%
2 Harry Potter and the Cursed Child 15% Amazon Fire TV Stick 16%
3 SanDisk Ultra 32GB microSDHC 8% No Man’s Sky for PS4 13%
4 Anker Astro Portable Charger 8% Anker Astro Portable Charger 11%
5 Anker PowerCore  Portable Charger 8% SanDisk Ultra 64GB microSDHC 10%
6 Amazon Gift Card 6% SanDisk Ultra 32GB microSDHC 9%
7 SanDisk Ultra 64GB microSDHC 6% Kingston 32GB microSDHC 6%
8 RAVPower Portable Charger 4% Amazon Gift Card 5%
9 Kingston 32GB microSDHC 4% Syncwire iPhone Charging Cable 5%
10 Deadpool 4% Anker PowerCore Portable Charger 5%

Bottom Line: Our analysis of US and UK residents’ online shopping habits found distinct preferences and trends. US consumers favor Amazon’s own products, buying everything from Kindles, to Fire TVs and AmazonBasics. UK consumers, on the other hand, appear to have a more diverse appetite, and a soft spot for gaming. We will continue to analyze these groups’ shopping behavior and identify the leading products sold on Amazon in the US and UK on a monthly basis, so stay tuned!