Amazon reveals UK’s best sellers for 2018 – including FIFA 19, Eleanor Oliphant Is Completely Fine


With 2019 just around the corner, has revealed some of the UK’s bestselling products of 2018. The internet retailer has also shared the nation’s Christmas must-haves, revealing the gifts at the top of Brits lists this year.

Products of 2018 include the FIFA 19 game, the book Eleanor Oliphant is Completely Fine and products related to Britons’ favourite calendar moments such as the Royal Wedding and The World Cup. Top presents purchased for Christmas 2018 include ‘The Ice Monster’ by David Walliams, ‘Becoming’ by Michelle Obama and LEGO Harry Potter sets

2018 was a popular year for books with female protagonists including the hugely popular Eleanor Oliphant is Completely Fine by Gail Honeyman and Good Night Stories for Rebel Girls by Elena Favilli and Francesca Cavallo, with both titles featuring in the bestselling products of 2018 list.

It has been a big year for entertainment too with the box office smash-hit musical, The Greatest Showman on DVD leading the way and the latest from the ever-popular football gaming series, FIFA 19, proving to be a firm favourite.

The retro photography trend saw instant picture cameras and accessories such as the instax mini Film, 20 shot pack snapped up by customers. The summer heatwave also resulted in products such as the Hozelock Seasons Multi Spray Gun rising up the bestseller barometer.

“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,” said Doug Gurr, Country Manager,

“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.”

2018 bestsellers on (based on products purchased between 1st January 2018 and 10th December 2018):

A month by month glance at some of the UK’s most on-trend products of 2018:


From healthy eating and self-help books to fitness technology, the nation kickstarted their new year’s resolutions with the following products:


Whether it was getting ready for a Valentine’s date or getting lost in tales of romance, February was a month of ‘love-ly’ products:


As England went head-to-head with Ireland for a Six Nations Showdown on St Patrick’s Day – the nation sent sales of:


With a spring in our step, and the London Marathon taking place, running accessories were front of mind with sales increases for:


In preparation for the wedding of the year, Brits stocked up on memorabilia and party must-haves to celebrate including:

      • Prince Harry & Meghan Markle flags with sales up over 1,700% month on month

      • Prince Harry and Meghan Markle masks with sales up over 900% month on month

      • Life-size cardboard cut-outs of Prince Harry and Meghan Markle with sales up over 750% month on month

      • Prince Harry and Meghan Markle plates, up over 1,100% month on month


A sweltering start to the month with temperatures soaring above 30°C meant products to keep the nation cool were top of customers’ lists:

      • Sales of jackets designed to keep dogs cool doubled year on year

      • Sales of temporary family pools such as inflatable hot tubs increased by as much as 490% year on year

      • Being both fashionable and practical for travellers of all ages, sales of Tevas adventure sandals increased by 150% year on year


Ahead of the World Cup, Brits kicked off the action with some of the latest gadgets and football fan must-haves:

      • For those not travelling to Russia, watching it on the big screen was the only option with sales of 61” – 69” TVs up over 70% year on year

      • Home Theatre Projectors were also up over 60% year on year

      • Brits scored with some of the latest kit, as sales for Men’s Football Shirts were up over 1,300% year on year and Men’s Football Shorts up over 1,100% year on year


With the summer holiday season in full swing, some of the most popular products bought this month reflected the great British getaway including:


Back to school was at the top of the agenda following the summer break. Stationery must-haves were among some of the most purchased products this month including:


With the clocks changing and the days drawing shorter, coffee was the go-to item along with products which would aid a good night’s sleep including:


Black Friday deals on thousands of products from 16th to 25th November 2018 contributed to some of this month’s bestsellers. Popular deals included:

Bestselling beauty products included:

Some of the bestselling toys included:

2018 bestsellers from by city (based on products purchased between 1st January 2018 and 10th December 2018):


The people of Birmingham led the way in beauty with bestselling products including:


The Brighton community has been switching to milk alternatives throughout 2018 with almond and oat milks featuring highly in their bestseller list:


Academics have been taking a look back at history, and a look ahead at new scientific theories throughout the year:


Cardiff was officially one of the hottest spots in the UK during 2018’s heatwave and this is reflected in the frequent appearance of cooling products among the bestsellers:


Shoppers from the Scottish capital supported their own with home grown gins and local authors featuring in their bestsellers:


Meanwhile, men and women alike from Glasgow were after the latest and greatest grooming products:

Chris Price
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