Amazon Christmas 2018 bestsellers: what will customers buy this year?

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Amazon UK have announced today the nation’s Christmas 2018 bestsellers in the run-up to the holiday season. But, will we see customers buying the same items this trading peak period?

Amazon say that it was a big year for the entertainment merchants as consumers were purchasing rom-coms and games between the period of 1st November 2018 and 10th December 2018 on These top-10 purchases included Mamma Mia! Here We Go Again, LEGO Harry Potter Great Hall Toy Building Set, and L.O.L Surprise! Tots Ball, Glitter Series. However, Amazon solidified a number one spot as a top purchased brand on Amazon UK with their all-new Echo Dot (3rd Gen) product, followed by Fire TV Stick with Alexa Voice Remote as the second top-selling product.

Top-10 Christmas 2018 bestsellers on

Family fun is clearly the focus this festive season. We’ve seen customers snapping up the latest games, books and blockbusters ahead of getting together with family and friends across the country. Perennial favourites including LEGO and Monopoly are proving popular with their latest releases alongside the Echo Dot likely to appear under many a Christmas tree on 25th December.”
– Sam Lulla, Christmas marketing manager of

These news suggest that UK consumers were looking for extra fun to boost their Christmas spirits. But does this mean entertainment sellers will see a financial uplift this peak trading season? That’s quite possible as many of my office friends are already treating themselves to fun gifts such as Super Smash Bros, Red Dead Redemption 2 and Call of Duty: Black Ops 4. Plus, some of the mentioned games are strategically released ahead on Black Friday season to brighten up the winter days.

On the other hand, non-entertainment merchants still have a chance to benefit monetarily as Amazon suggests that body care, books and DVDs have topped the listed of their best selling products for the whole of this year. Customers were buying on products such as Aveeno Daily Moisturising Lotion, Eleanor Oliphant is Completely Fine by Gail Honeyman, and The Greatest Showman (DVD) between 1st January 2018 and 10th December 2018. The rest of Amazon’s UK top-performing items for the year 2018 include:

2018 bestsellers on

Amazon also say that sellers can get on the top-selling bandwagon by mirroring their product offering with upcoming media and cultural events that shape shoppers’ purchasing decisions.

We can see from the bestseller lists how much major events and cultural moments impact the nation’s shopping baskets; influencing what we bought, read, listened to and watched throughout the year. From helping our customers celebrate the Royal Wedding, to keeping cool during the heatwave, and finding a great deal on Black Friday, we’re constantly looking at ways to offer our customers the widest selection of products at the best prices as quickly as possible. And with Christmas Day just around the corner, we have a host of festive services from our Christmas Shop and Gift Finder to last minute deliveries from Prime Now to ensure customers have more time than ever to celebrate together.”
-said Doug Gurr, country manager of


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