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Amazon UK turns 25: Here are 25 of the most popular products our customers have loved to shop

4 min
Tom Allen, Sam Thompson, Babatunde Aléshé, Dani Dyer and Judi Love share the top 25 products on Amazon.co.uk
British comedian Tom Allen unveils the 25 most popular items on Amazon
In 1998, Amazon.co.uk launched with 1.2 million book titles. Today, comedian Tom Allen reveals some of Amazon customers’ favourite products across the years – from Crocs and Adele albums to Call of Duty.

To celebrate and mark 25 years of Amazon in the UK, we’re unveiling some of the most popular products Amazon customers loved to shop for over the past 25 years. These products provide a unique insight into UK trends since the first Amazon order in 1998.

From Brit-award hall-of-famer Adele featuring four times in the top 25 albums of all time to Mamma Mia! being one of the most popular films ever, and Crocs becoming a titan of fashion, or even Call of Duty becoming one of the most successful video game franchises of all time – these new lists provide a snapshot of what’s captured the attention and imagination of the nation.

The top 25 popular products on Amazon
The top 25 most popular products on Amazon including Crocs, Cards Against Humanity, Fire TV Stick and more.

John Boumphrey, UK Country Manager for Amazon said: “Amazon arrived in the UK 25 years ago, and a lot has changed since then. We have evolved from being an online bookseller in 1998, to offering customers millions of items including tech, toys, food, fashion, film, music and lots more. We have seen popular products stand the test of time and some trends come and go, but we know that some things don’t change – customers will always want good prices, wide selection and fast, convenient delivery options, and we look forward to delivering this for the next 25 years and beyond.”

Amazon’s Quiz of 25 Years | Tom Allen Hosts Celebrity Quiz

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Some of the most popular products were revealed today in ‘Amazon’s Quiz of 25 Years’, hosted by comedian Tom Allen and featuring Babatúndé Aléshé, Judi Love, Sam Thompson, and Dani Dyer. The panellists were put through their paces as they competed to uncover the nation’s shopping habits, guessing some of the most popular products since 1998 across Amazon categories – including books, music, film, video games, beauty, fashion, toys, and games. You can find all the most popular products across different categories listed here.

Let’s dig into the most popular products across five main categories.

Most Popular Products
Fashion
  • TABLE OF CONTENTS
    Fashion
  • Fashion
  • Books
  • Devices
  • Film and DVDs
  • Games and Video Games
In 1998, Amazon.co.uk launched with 1.2 million book titles. Today, comedian Tom Allen reveals some of Amazon customers’ favourite products across the years – from Crocs and Adele albums to Call of Duty.

To celebrate and mark 25 years of Amazon in the UK, we’re unveiling some of the most popular products Amazon customers loved to shop for over the past 25 years. These products provide a unique insight into UK trends since the first Amazon order in 1998.

From Brit-award hall-of-famer Adele featuring four times in the top 25 albums of all time to Mamma Mia! being one of the most popular films ever, and Crocs becoming a titan of fashion, or even Call of Duty becoming one of the most successful video game franchises of all time – these new lists provide a snapshot of what’s captured the attention and imagination of the nation.

The top 25 popular products on Amazon
The top 25 most popular products on Amazon including Crocs, Cards Against Humanity, Fire TV Stick and more.

John Boumphrey, UK Country Manager for Amazon said: “Amazon arrived in the UK 25 years ago, and a lot has changed since then. We have evolved from being an online bookseller in 1998, to offering customers millions of items including tech, toys, food, fashion, film, music and lots more. We have seen popular products stand the test of time and some trends come and go, but we know that some things don’t change – customers will always want good prices, wide selection and fast, convenient delivery options, and we look forward to delivering this for the next 25 years and beyond.”

Amazon’s Quiz of 25 Years | Tom Allen Hosts Celebrity Quiz

This content is hosted by a third party (www.youtube.com).

To view the content, you need to consent to cookies by selecting Accept all in the popup banner. Or you can go to the site footer, select Cookie Preferences, and then select On under Functional Cookies and Performance Cookies.

Some of the most popular products were revealed today in ‘Amazon’s Quiz of 25 Years’, hosted by comedian Tom Allen and featuring Babatúndé Aléshé, Judi Love, Sam Thompson, and Dani Dyer. The panellists were put through their paces as they competed to uncover the nation’s shopping habits, guessing some of the most popular products since 1998 across Amazon categories – including books, music, film, video games, beauty, fashion, toys, and games. You can find all the most popular products across different categories listed here.

Let’s dig into the most popular products across five main categories.

  • Fashion
    Red crocs on an orange platform

    Love or hate them but you can’t deny that Crocs are certainly having a fashion moment as proven as they are the only product in this category in the 25 of the most popular products list. As consumers prefer comfortable and functional footwear, everyone from teenagers to celebrities like Victoria Beckham and Hailey Bieber has been seen wearing them! Fans of the footwear brand can also make their Crocs more personalised and customise them with jibbitz shoe charms to express their unique style which has certainly added to its popularity in recent years.

    You can find Crocs in all colours and sizes on Amazon.co.uk.

  • Books

    Have you ever wondered what some of the most popular books on Amazon.co.uk are? You’d be right to guess that the Harry Potter series is among them but you may be surprised to learn that so is E.L. James’s viral sensation – the Fifty Shades trilogy which revolves around the dark and complicated relationship between graduate Anastasia Steele and billionaire Christian Grey. Originally released as an eBook in 2011, this trilogy is a self-publishing success and has become a box-office hit as well as a bestseller.

    Fifty Shades of Grey book cover

    Parents across the UK will not be surprised that the only other book on the 25 most popular products list is The Boy, The Mole, The Fox, and The Horse. The illustrated book by British author Charlie Macksey tells the heart-warming story of friendship, love, and courage between four characters and has captured the hearts of children and adults alike. What began as a series of fantastic drawings that Charlie shared with his Instagram followers in 2019 has evolved into a book that has consistently topped the bestseller list.

    The Boy, The Fox, The Mole and The Horse book cover
    During the first days of the internet – when online shopping was only an abstract concept – a small startup named Amazon sold its first product, marking the beginning of a retail revolution. It all began with books.

    The Fifty Shades trilogy and The Boy, The Mole, The Fox and The Horse are available on Amazon.co.uk.

  • Devices

    It’s not surprising that the top 25 of the most popular products list include devices that you can find in any UK household, providing quality entertainment to us all – the Amazon Echo Dot, Amazon Fire TV Stick and Amazon Kindle.

    The latest Fire TV Stick offers cool features such as the Alexa Voice Remote allowing users to search and launch programmes with just their voice. Simply press and hold the Alexa button then say “Alexa launch, BBC iPlayer” for example and the Fire TV Stick will open the app for you. Interested in what else a Fire TV Stick can do? Discover everything you need to know about your Fire TV Stick.

    FireTV Stick

    Introduced over a decade ago, the Kindle has revolutionised how we read books. With a Kindle, you can now carry your entire library with you wherever you go. They come in various sizes, and features and are available at different prices – so finding the perfect Kindle is only a quick search away. If you don’t have a Kindle or are looking to upgrade your device, check out our handy Kindle e-reader guide to find out which one is right for you.

    Kindle Paperwhite e-reader.

    Nothing beats listening to music on high-quality speakers. The Echo Dot, an Alexa-enabled speaker, is perfect for small areas like the kitchen or bedside table. It is the smallest speaker in the Amazon Echo range that not only plays music but performs various tasks like reading the news, controlling smart appliances, setting alarms and much more. Learn more about the Echo Dot in our helpful Echo buying guide.

    Echo device.

  • Film and DVDs
    Mamma Mia DVD cover

    With an ensemble cast featuring Meryl Streep, Colin Firth, Pierce Brosnan and the timeless songs of ABBA, it’s no wonder that the romantic comedy Mamma Mia! features in 25 of the most popular products on Amazon.co.uk.

    Set on the picturesque albeit fictional Greek island of Kalokairi, the musical follows bride-to-be Sophie as she tries to find her biological father through ABBA’s hit songs like ‘Dancing Queen’, ‘Waterloo’, and ‘I Have a Dream’. If you’re a fan of the 70s pop group or the 2008 box-office hit, you can buy both Mamma Mia! and the 2018 sequel Mamma Mia! Here We Go Again on Amazon.co.uk.

  • Games and Video Games

    The Call of Duty and FIFA franchises are the sole video games on the 25 most popular products list of all time on Amazon.co.uk and with good reason! Both games have been fan favourites for decades with Call of Duty renowned for its intense gameplay, immersive storytelling and cutting-edge graphics and FIFA bringing the world’s favourite sport to life with incredible realism and detail.

    A scene from the video game FIFA
    Global video games franchises, ‘Minecraft’, ‘FIFA’, and ‘Grand Theft Auto’ are some of the most popular games of all time on amazon.co.uk.

    Other games on the list? Everyone’s favourite party game - Cards Against Humanity. Its no-holds-barred, politically incorrect humour lets players indulge in absurd and hilarious fun, creating a lively atmosphere in any setting. In recent years, they have also released many editions for schools and families, now making the game suitable for all ages.

    Cards Against Humanity cover

  • Most Popular Products
  • 1
    Fashion
  • 2
    Books
  • 3
    Devices
  • 4
    Film and DVDs
  • 5
    Games and Video Games