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Amazon Customers Made this Holiday Season Record-Breaking with More Items Ordered Worldwide than Ever Before

26/12/2018

Customers  purchased millions more Amazon Devices this holiday season compared to last  year – the best-selling Amazon Devices this holiday included all-new Echo Dot,  Fire TV Stick 4K with all-new Alexa Voice Remote, and Echo

This holiday  season, millions of unique items in the U.S. shipped with Prime FREE Same-Day,  Prime FREE One-Day or FREE two-hour delivery with Prime Now – the last Prime Now delivery on Christmas Eve  was made at 11:30 pm in Berkeley, CA and included LEGO Super Heroes Captain  America Building Kit, a Hallmark card, Greek yogurt, and shampoo

 This holiday  season, tens of millions of people worldwide started Prime free trials or began  paid memberships, and in the U.S. alone, more than one billion items shipped  for free this holiday with Prime

Small and  medium-sized businesses had their best holiday season ever in our stores, with  items sold growing at a faster rate than retail – more than 50 percent of items  sold in our stores this holiday season came from small and medium-sized  businesses

SEATTLE—Dec. 26, 2018—(NASDAQ: AMZN) – Amazon today  announced a record-breaking holiday season thanks to its customers all around  the world, with more items ordered worldwide than ever before. Amazon customers  shopped at record levels from a wide selection of products across every  department, discovering top holiday gifts and trending products offered at deep  discounts and low prices. Some of the best-selling products this season  included, all-new Echo Dot, L.O.L. Surprise! Glam Glitter Series Doll, fashion  items from Carhartt, and Bose QuietComfort Wireless Headphones, among others.

Prime membership continued to grow this holiday season, with  tens of millions of people starting Prime free trials or paid memberships, to  benefit from FREE Same-Day, One-Day or Two-Day shipping, in addition to FREE  two-hour delivery with Prime Now, and exclusive shopping and entertainment  benefits. Prime members enjoyed shopping a wide selection of products with fast  and free shipping throughout the season – in fact, this holiday millions of  unique items in the U.S. shipped with Prime FREE Same-Day, Prime FREE One-Day  or FREE two-hour delivery with Prime Now.

“This season was our best yet, and we look forward to  continuing to bring our customers what they want, in ways most convenient for  them in 2019. We are thrilled that in the U.S. alone, more than one billion  items shipped for free this holiday with Prime,” said Jeff Wilke, CEO Worldwide  Consumer. “Thank you to our employees all around the world who are committed to  bringing our customers the widest selection of products with low prices and  fast and free delivery options throughout the holidays and all year long.”

Amazon Devices & Alexa

     
  • Customers purchased millions more Amazon Devices  this holiday season compared to last year – the best-selling Amazon Devices  this holiday included all-new Echo Dot, Fire TV Stick 4K with all-new Alexa  Voice Remote, and Echo.
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  • It was a record holiday season for Amazon’s Kids  Edition devices; customers purchased more Echo Dot Kids Edition and Fire Kids  Edition tablets than ever before. 
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  • Customers purchased millions of Amazon Fire TV,  Fire Tablet, and Kindle products this holiday season.
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  • Ring and Blink sold more devices this holiday  season than ever before, as more and more customers are keeping their homes  safe. 
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  • Customers made their homes even smarter this  year with a record number of smart home devices sold on Amazon.com;  best-selling smart home devices included Amazon Smart Plug, Ring Video  Doorbell 2, TP-Link Kasa Smart Plug Mini Outlet, and the iRobot Roomba 690.
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  • Customers used Alexa to listen to hundreds of  millions more hours of music this holiday season compared to last holiday  season, and on even more services – including Amazon Music, Spotify, Tidal, and  Apple Music, among others.   
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  • Customers asked Alexa to turn on their holiday  lights tens of millions of times this holiday season, with the number one  request being “Alexa, turn on the Christmas tree.”
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  • Alexa delivered 8x as many reminders this  holiday season compared to last. 
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  • Alexa set more than one hundred million timers  this holiday season.
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  • Customers requested nearly 3x as many recipes  this holiday season compared to last and asked Alexa for cooking-related advice  twice as much.
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  • Alexa helped mix hundreds of thousands of  cocktails this holiday season – with eggnog and Moscow Mule being the most  requested drinks.
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  • From carolers to delivery drivers and holiday  guests, customers received millions of doorbell and motion announcements via  Alexa this holiday season.
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  • Customers were in to the festive spirit with  Alexa Skill Blueprints – popular Blueprints this holiday season were The  Holiday Story, Santa’s Letter, and the Hallmark Holiday Greeting.
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  • The number one holiday song that customers  requested this holiday season was “All I Want for Christmas is You” by Mariah  Carey.   
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  • This holiday season, customers listened to more  than one million holiday stories from Amazon Storytime on Alexa – the most  popular holiday story was Rapping Paper.
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  • Customers around the world asked Alexa how many  days or sleeps until Christmas this holiday season – customers in the United  Kingdom were the most excited, asking twice as much as customers in any other  country. 
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  • Customers used Alexa nearly twice as much on  Fire TV devices this holiday season compared to the same time period last  year. 

 

Amazon Best-Sellers and Seasonal Trends

Toys

     
  • The best-selling toys in the U.S. and worldwide  included the L.O.L. Surprise! Glam Glitter Series Doll with 7 Surprises, Nerf  N-Strike Elite Strongarm Blaster, Melissa & Doug Scratch Art Rainbow Mini  Notes with Wooden Stylus, Crayola Inspiration Art Case, and LEGO Creator Mighty  Dinosaurs Toy.

Electronics

     
  • The best-selling electronics this holiday season  included Bose QuietComfort 35 (Series II) Wireless Headphones, the Samsung Flat  65" 4K UHD 8 Series Smart LED TV, Apple iPad (Wi-Fi, 32GB) in Space Gray,  Wemo Mini Smart Plug, Blue Yeti USB Microphone in Blackout, Wyze Cam 1080p HD  Indoor Wireless Smart Home Camera, and HP Sprocket Photo Paper.

Amazon Brands

     
  • Some of the best-selling products from Amazon  brands in the U.S. included Amazon Essentials Men’s Long-Sleeve Plaid Flannel  Shirts, Goodthreads Men’s Short-Sleeve Crewneck Cotton T-Shirts, Daily Ritual  Women’s Skinny Stretch Jeggings, the Stone & Beam Ceramic Geometric Table  Lamp, Pinzon Faux Fur Throw Blankets, AmazonBasics Multipurpose Scissors, Amazon  Elements Baby Wipes, Presto! Toilet Paper, and Solimo Dark Roast Coffee K-Cup  Pods.

 Amazon Fashion

     
  • One of the most popular brands sold on Amazon  during the holiday season was Carhartt, with over one million of its items  ordered.
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  • Some of the most popular brands bought with  Prime Wardrobe during the holiday season were Amazon Essentials, Daily Ritual  and Goodthreads, in addition to Calvin Klein, Champion, and UGG.
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  • As a top trend, athleisure was a holiday gifting  favorite this season with a wide assortment available on Amazon from  customer-loved brands including Champion, Alo Yoga, Nike, adidas and Monrow.
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  • Amazon Essentials and Simple Joys by Carter's,  along with adidas, Columbia, and Nike were some of the most selected fashion  brands added to Amazon Wish Lists this holiday season.

Fast and Free Shipping & Delivery

     
  • Customers continued to enjoy FREE two-hour  delivery with Prime Now throughout the season, and even up until the last minute  – the last Prime Now delivery on Christmas Eve was made at 11:30 pm in  Berkeley, CA and included LEGO Super Heroes Captain America Building Kit, a  Hallmark card, Greek yogurt, and shampoo.
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  • The five cities that had the most last minute  Prime Now deliveries on Christmas Eve were San Francisco, Austin, Miami,  Dallas-Fort Worth and Springfield, VA.
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  • This holiday season, millions of unique items in  the U.S. shipped with Prime FREE Same-Day, Prime FREE One-Day or FREE two-hour  delivery with Prime Now.
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  • In the U.S., more than one billion items shipped  for free this holiday with Prime.

 

More Ways to Shop

Prime

     
  • Prime membership continued to grow this holiday  – tens of millions of people worldwide started Prime free trials or began paid  memberships, to benefit from FREE Same-Day, One-Day or Two-Day shipping, in  addition to FREE two-hour delivery with Prime Now.

Alexa Shopping

     
  • Customers use of Alexa for shopping more than  tripled this year compared to last year.

Amazon.com in Spanish  

     
  • Customers who made Spanish their language of  choice when shopping on Amazon.com this holiday season more than doubled compared to last year, with millions of  customers shopping on Amazon.com in Spanish.

Small and Medium-Sized Businesses

     
  • Small and medium-sized businesses had their best  holiday season ever in our stores, with items sold growing at a faster rate  than retail.
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  • More than 50 percent of items sold in our stores  this holiday season came from small and medium-sized businesses.

Amazon Physical Stores

     
  • Customers enjoyed shopping at our physical  stores, including Amazon Books, the brand new Amazon 4-star locations, Amazon  Go, and Whole Foods Market to find hot holiday products and edible favorites.
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  • The best-selling items at Amazon 4-star this  holiday season included Amazon Smart Plug, all-new Echo Dot, Becoming by  Michelle Obama, L.O.L. Surprise! Under Wraps Doll Series toys, and the DASH  Rapid Egg Cooker.
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  • The best-selling items at Amazon Books this  holiday season included Becoming by Michelle Obama, Diary of a Wimpy  Kid #13: Meltdown by Jeff Kinney, Sapiens: A Brief History of Humankind by  Yuval Noah Harari, Kindle Paperwhite, all-new Echo Dot, and the L.O.L.  Surprise! Bling Series toys.
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  • The best-selling product at Amazon Go this  holiday season was Amazon Go Theo Dark Chocolate Bar, Cacao with Sea Salt, and  the best-selling freshly prepared food was the chicken bahn mi sandwich. 
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  • Some of the most popular holiday goodies at  Whole Foods Market were California Chardonnay and Cabernet Sauvignon wines,  Parmigiano Reggiano cheese, brown butter chocolate chip cookies, and 365  Everyday Value traditional eggnog. 
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  • Prime members saved tens of millions of dollars  this holiday season from Prime member deals at Whole Foods Market.
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  • The best-selling Prime member deal at Whole  Foods Market this holiday was turkeys.
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  • Customers opted to eat healthy between holiday  feasts – the best-selling items for Prime Now pick up at Whole Foods Market  were organic honeycrisp apples, boneless/skinless chicken breasts, and Atlantic  farm-raised salmon filets.  
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  • The fastest grocery delivery this holiday season  took place in St. Paul, Minnesota and was delivered in 12 minutes and 19  seconds, and contained La Croix Sparkling Water and Zevia soda.
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  • Cities that opted for convenience and had the  most grocery delivery via Prime Now and Whole Foods Market were Boston,  Hoboken, NJ, and San Francisco. 

 Community Engagement

     
  • This holiday season, Amazon unveiled an easy way  for customers to donate a toy to a child in need via Alexa. Since its launch,  thousands of customers have donated a toy to Toys for Tots with Alexa, and  Amazon has matched each donation toy for toy, delivering smiles to thousands of  deserving children.
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  • Amazon Future Engineer launched in November, and aims to inspire more than 10 million kids each year to explore  computer science, help over 100,000 underprivileged young people in over 2,000  high schools in lower income communities take introductory or Advanced  Placement (AP) courses in computer science, and provide 100 students from  underrepresented communities with four-year $10,000 scholarships as well as  guaranteed internships to gain work experience.
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  • Amazon enjoyed #DeliveringSmiles this holiday  season making more than $1 million in donations across the country to various  organizations supporting homeless children and families during the month of  December.

About Amazon

Amazon is guided by four principles: customer  obsession rather than competitor focus, passion for invention, commitment to  operational excellence, and long-term thinking. Customer reviews, 1-Click  shopping, personalized recommendations, Prime, Fulfillment by Amazon, AWS,  Kindle Direct Publishing, Kindle, Fire tablets, Fire TV, Amazon Echo, and Alexa  are some of the products and services pioneered by Amazon. For more  information, visit amazon.com/about and follow @AmazonNews.
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