Lego, Amazon and Nintendo top ‘most wished-for’ product lists online ahead of Christmas


Lego, Amazon and Nintendo are the brands leading the ‘most wished-for’ product lists online heading into the Christmas season, according to global e-commerce analytics firm Profitero.

Profitero has run an Amazon Wish List analysis in the UK and US covering popular categories around the Christmas season, to see which brands and products are achieving the best pay-offs from their demand-building efforts.

The analysis shows not all the most wished-for products make it into the best seller rankings. Only 35% of the top 100 most wished-for products turn into best sellers in the five weeks after they were added.

Profitero director of strategy &insight for EMEA, Andrew Pearl, explains: “Online wish lists on sites like Amazon provide a good health check of demand-building activities. If brands’ marketing and search placement efforts are doing their job, then they should start to see the pay-off in terms of more shoppers adding their products to wish lists. Every brand, in every category, should be doing the same thing now, while there’s still time to move the needle on their marketing and search optimisation before Christmas.”

Toys & Games

In the Toys & Games category, Lego products top the most wished-for list in both the UK and US. Its products have twice as many appearing on Amazon UK’s list (21 products) compared with (10 products – tied with toy brand VTech). Star Wars The Last Jedi Advent Calendar is currently Lego’s most wished-for product in the UK.


Amazon-owned electronics devices dominate the most wished-for electronics list on Amazon UK and US – a clear sign that the Echo and other Amazon devices will prove to be another big seller this Christmas. The Echo Dot is Amazon’s most wished-for item in both markets and benefits from more than 12,000 customer reviews on Amazon UK and more than 56,000 on Reviews have a massive impact on conversion.

Video Games

Nintendo equally tops the most wished-for lists on both Amazon UK and US, with Super Mario Odyssey the most wished-for game in both markets ahead of its official launch today, October 27 – and it’s already an Amazon Best Seller (in pre-orders).