reveals Black Friday trends to celebrate the start of this year’s sale event

FacebooktwitterredditpinterestlinkedinmailFacebooktwitterredditpinterestlinkedinmail is releasing a retrospective look at one of the busiest shopping days of the year, naming some of the most popular purchases across the site since 2010 – when the sale event was first introduced to the UK by Amazon. Some of the best sellers on previous Black Fridays include:


  • Amazon Fire TV Stick
  • FIFA 17 (video game)
  • Amazon Echo Dot


  • Amazon Fire tablet
  • Adele’s 25 (CD)
  • Fallout (video Game)


  • Now That’s What I Call Music! 89 (CD)
  • X-Men: Days of Future Past (DVD)
  • Guardians Of TheGalaxy (DVD)


  • Amazon Kindle Fire HD
  • Monsters University (DVD)
  • Just Dance 2014 (video game)


  • Amazon Kindle Fire HD
  • Now That’s What I Call Music! 83 (CD)
  • 1,227 QI Facts To Blow Your Socks Off (ebook)


  • Kindle
  • Now That’s What I Call Music! 80 (CD)
  • Professor Stewart’s Hoard of Mathematical Treasures (book)


  • Now That’s What I Call Music! 77 (CD)
  • Toy Story 3 (DVD)
  • Kindle Keyboard

The historic data shows that electronics and tech reign supreme for shoppers, with Amazon’s own devices ranking highly in the bestsellers. Over the past seven years, small but mighty gadgets, including TV media players and e-readers, as well as video games, DVDs and CDs, have taken the lead in the overall 10 best-sellers list across the site.

Quirky category best-sellers across the site since Black Friday launched in the UK include a head massager, pet food maze and even an outdoor garden storage shed.

Last year’s top Black Friday buys on Prime Now, which offers delivery in two hour same-day windows or within 60 minutes in selected postcodes, included an Oral-B Genius 9000 Electric Rechargeable Toothbrush Powered by Braun, FIFA 17 (PS4), Battlefield 1 (Xbox One), Call of Duty: Infinite Warfare Legacy Edition (Xbox One) and Amazon Echo Dot. In 2015, Prime Now shoppers could not wait to get their hands on popular items like the Fire TV Stick, Kindle Paperwhite, David Beckham’s whiskey, Haig Club, and the James Bond 23 Film Collection on Blue Ray.

Amazon UK Country Manager Doug Gurr commented:“We introduced Black Friday in the UK back in 2010 because we believed that customers would be excited by the prospect of getting incredible deals on great gifts just a handful of weeks before Christmas. The customer response in that first year confirmed that belief. Fast forward seven years and Black Friday is one of the biggest days in the shopping calendar not only here in the UK but also now in many countries around the world.”

Over the years, there has been rapid growth in the number of small businesses on Amazon Marketplace joining in on Black Friday, with sellers expecting arecord Black Friday this year, offering deep discounts on thousands of great gifts for friends and family throughout Amazon’s Black Friday Sale event.

The Amazon Black Friday Highlights

The Best-Selling Toy:
2016 – Little Tikes Cozy Coupe Ride-on
2015 – Frozen Snow Glow Elsa Doll
2014 – LeapFrog LeapTV
2013 – LeapFrog My Own Leaptop
2012 – TOMY Pop Up Pirate
2011 – Pink LeapFrog LeapPad Learning Tablet
2010 – Character Options Zhu Zhu Pets Hamster

The Best-Selling Video Games:
2016 – FIFA 17
2015 – FIFA 16
2014 – FIFA 15
2013 – Just Dance 2014
2012 – Hitman: Absolution
2011 – Call of Duty: Modern Warfare 3
2010 – Call of Duty: Black Ops

The Best-Selling Garden Product:
2016 – Plant Theatre Bonsai Trio Kit
2015 – Keter Store It Out Max Plastic Outdoor Garden Storage Shed
2014 – The Solar Centre Blingstring Fairy Lights
2013 – Plant Theatre Cocktail Garden Kit
2012 – Funky Veg Kit by Plant Theatre
2011 – Unwins Herb Kitchen Garden Kit
2010 – Gift Republic: Grow It. Grow Your Own Chilli Plants

The Best-Selling Health Product:
2016 – Oral-B CrossAction Electric Toothbrush Replacement Heads
2015 – Johnson’s Baby Extra Sensitive Baby Wipes
2014 – Pampers New Baby Nappies
2013 – Pampers New Baby Size 1 Nappies
2012 – Little Bundles Sensitive Fragrance-Free Baby Wipes
2011 – Bio-Oil Specialist Skincare Oil
2010 – The Genie Head Massager

The Best-Selling Beauty Product:
2016 – Real Techniques Core Collection Kit make-up brushes
2015 – Paco Rabanne Lady Million EDP
2014 – Beyonce Heat Perfume EDP
2013 – Bomb Cosmetics Luxury Ballotin Assortment Bath Gift Set
2012 – Calvin Klein CK One EDT
2011 – Olay Regenerist 3 Point Anti-Ageing Night Moisturiser
2010 – Burberry the Beat Femme EDT

The Best-Selling Pet Product:
2016 – SnuggleSafe Microwave Wireless Heatpad with Fleece Cover
2015 – Nina Ottosson Dog Tornado Activity Toy
2014 – PetSafe FroliCat Bolt Automatic Laser Light
2013 – PetSafe Drinkwell Pet Fountain
2012 – Catit Senses Food Maze
2011 – Wahl Battery Nail Grinder
2010 – Happy Pet Wiggly Giggly Mini Ball Dog Toy

The Best-Selling Celebrity Autobiographies (physical books):
2016 – Born to Run, Bruce Springsteen
2015 – This Amazing Book Is Not On Fire, Dan Howell
2014 – There’s Something I’ve Been Dying to Tell You, Lynda Bellingham
2013 – Alex Ferguson: My Autobiography, Alex Ferguson
2012 – Bradley Wiggins: My Time, Bradley Wiggins
2011 – The Life of Lee, Lee Evans
2010 – Life: Keith Richards, Keith Richards

The Best-Selling Artist Albums:
2016 – The Wonder of You: Elvis Presley With The Royal Philharmonic Orchestra, Elvis Presley
2015 – 25, Adele (also #1 Christmas Album)
2014 – In the Lonely Hour, Sam Smith
2013 – Midnight Memories, One Direction
2012 – Our Version of Events, Emeli Sandé (also #1 Christmas Album)
2011 – Christmas, Michael Bublé (also #1 Christmas Album)
2010 – Progress, Take That (also #1 Christmas Album)

Amazon’s research also finds:

  • The nation’s homes are becoming smarter, with the best-selling home product in 2016 being revealed as the Philips Hue Personal Wireless Lighting Lightstrip, which when used with Alexa allows people to switch on, off or change the lighting style through their home using just their voice.
  • Jamie Oliver’s cookery books have appeared four times in the list of Top 10 books – more than any other chef in Black Friday history. He rose to the top spot in 2012 and 2010 with his speedy 15-Minute Meals and 30-Minute Meals cookbooks. But competition is heating up, with ‘The Body Coach’ Joe Wicks working out his way to the top 10 the past two years running.
  • The ‘Now That’s What I Call Music!’ compilation has taken top spot as best-selling CD every year since 2010 – with the exception of 2015, when Adele stole the crown. The multi award-winning songstress was the most downloaded musician on Black Friday on Amazon Prime Music in 2016.
  • The Grand Tour won the race for most streamed TV show on Amazon Prime Video on Black Friday in 2016, with Man in The High Castle taking the crown in 2015 and Ripper Street in 2014.
  • FIFA has retained the title of most popular Black Friday video game, selling more copies than any other game every year since Black Friday 2014.
  • The best-selling DVD in Black Friday history is the mischief-packed prequel Monsters University.
  • Much-loved comedian Sue Perkin’s memoir ‘Spectacles’ was the most popular eBook in 2016. While two books self-published with Kindle Direct Publishing, ‘The Girl With No Past and ‘The Letter’, topped the Black Friday eBook charts in 2015 and 2014 respectively.

The Black Friday Sale on will run from 00:00 on Friday 17 November until 23:59 on Sunday 26 November. As well as ‘Deals of the Day’, there will be thousands of ‘Lightning Deals’ – products available at a discount, in limited quantities, for a short period of time – introduced throughout the sale with new deals becoming available as often as every five minutes.

To add to the excitement, for the first time since bringing Black Friday to the UK in 2010, Amazon is hosting a four- day ‘Home of Black Friday’ pop up experience at 13 Soho Square in central London to celebrate the start of the Christmas shopping season and the UK’s biggest annual deals event. The event is free and open to the public from 12:30pm to 7:30pm from Tuesday 21 to Friday 24 November. Customers will be invited to explore the best of Amazon’s Black Friday Sale and of Amazon Prime and join in the fun with games, creative workshops, expert gift advice, hundreds of prize giveaways, product demonstrations and special celebrity guest appearances.

Commenting on tomorrow’s pop-up store opening, Alexandra Frith, customer engagement at Retail Pro International, said: “Amazon opening a pop-up store in London reflects the fact that retail customer experience is continually evolving. It would be all too easy for online pure play giants to rest on their laurels and think ‘why change a winning formula?’, especially with Black Friday and other sales holidays continuing to generate eye-watering revenues. However, customer tastes are changing; to stay on top, they are striving to create memorable experiences for customers.

“By providing a tangible store where people can grab a Black Friday bargain, Amazon is carefully sowing the seeds of a longer-term relationship. This is part of a wider trend: both traditional bricks & mortar retailers and their online cousins are treating physical stores as places to create a lasting impression on their customers, rather than just a place where transactions can happen.”