Toilet rolls, coffee pods, protein bars, Crocs, Call of Duty, 50 Shades books trilogy, and more all amongst the top 25 most popular products of all time across Amazon in the UK 

Adele the most popular artist, Mamma Mia! the most popular film, Harry Potter the most popular book franchise, and Crocs the most popular fashion item of all time as revealed by Amazon to celebrate 25 years in the UK 

London 09.00am 14th September: Amazon has unveiled some of the most popular products of all-time to celebrate 25 years of Amazon in the UK. The most popular lists give a unique insight into UK trends since the first Amazon order in 1998, and reveal our favourite products ever, broken down across films, music, books, video games, fashion, beauty, and more.   

From Adele featuring four times in the top 25 most popular albums of all time to Mamma Mia! being one of the most popular DVDs ever, and Crocs being the titan of fashion to the Call of Duty franchise standing out as the top video games, the new lists provide a snapshot of what’s captured the interest and imagination of the UK.

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, films, video games, beauty, fashion, and toys & games. Watch ‘Amazon’s Quiz of 25 Years’ here.

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, films, 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.”

Top 25 most popular products of all time on (in alphabetical order)

Andrex Gentle Clean Toilet Rolls


Call of Duty franchise

Cards Against Humanity



Dots for Spots Pimple Patches

Duracell Plus AAA Batteries

Earth Rated Dog Poo Bags

Echo Dot

FIFA franchise

Fifty Shades books trilogy

Fire TV Stick

Garnier Nutrisse Permanent Hair Dye

Grenade High Protein and Low Carb Bar

Harry Potter books series

Kindle Devices

Lindt Lindor Milk Chocolate Truffles Box

Mamma Mia! The Movie 

Nizoral Anti-dandruff Shampoo 

SlimFast 7 Day Kit

Tassimo Kenco Colombian Coffee Pods

Tepe 0.45 mm Interdent Orange Brushes

The Boy, The Mole, The Fox and The Horse

WaterWipes Baby Wet Wipes


Top 25 most popular albums of all time on (in alphabetical order)










Ed Sheeran

A Head Full of Dreams



Mumford and Sons

Back To Black

Amy Winehouse


Michael Bublé

Doo-Wops and Hooligans

Bruno Mars



I Dreamed a Dream

Susan Boyle

If I Can Dream: Elvis Presley With The Royal Philharmonic Orchestra


In the Lonely Hour

Sam Smith


Florence & The Machine

Mylo Xyloto


Now That's What I Call Music! 


Only by the Night

Kings of Leon

Our Version of Events

Emile Sandé


Take That

Sigh No More

Mumford and Sons

Sunny Side Up

Paolo Nutini

The Greatest Showman (Original Motion Picture Soundtrack)

The Greatest Showman

Wanted on Voyage

George Ezra


Ed Sheeran


Top 25 most popular books of all time on (in alphabetical order)

An Inspector Calls

J.B. Priestley

Behind Closed Doors

B.A. Paris

Eleanor Oliphant is Completely Fine

Gail Honeyman

Fifty Shades of Grey

E.L. James

Gone Girl

Gillian Flynn

Harry Potter and the Deathly Hallows

J.K. Rowling

Lean in 15 - The Shift Plan: 15 Minute Meals and Workouts to Keep You Lean and Healthy

Joe Wicks

Me Before You

Jojo Moyes

Pinch of Nom: 100 Slimming, Home-style Recipes

Kate & Kay Allinson


Yuval Noah Harari

The Boy, The Mole, The Fox and The Horse

Charlie Mackesy

The Chimp Paradox: The Mind Management Programme to Help You Achieve Success, Confidence and Happiness: The Acclaimed Mind Management Programme to Help You Achieve Success, Confidence and Happiness

Professor Steve Peters

The Fault in Our Stars

John Green

The Girl on the Train

Paula Hawkins

The Girl with the Dragon Tattoo

Stieg Larsson

The Great Gatsby

F Scott Fitzgerald

The Husband's Secret

Liane Moriarty

The Midnight Library

Matt Haig

The Secret

Rhonda Byrne

The Tattooist of Auschwitz

Holly Morris

The Thursday Murder Club: (The Thursday Murder Club 1)

Richard Osman

The Very Hungry Caterpillar

Eric Carle

This is Going to Hurt: Secret Diaries of a Junior Doctor

Adam Kay

To Kill a Mockingbird

Harper Lee

Where the Crawdads Sing

Delia Owens


NB: This is for sales of physical books and e-books combined on


Top 25 most popular DVDs of all time bought on (in alphabetical order)



Despicable Me 

Despicable Me 2 


Harry Potter And The Deathly Hallows Part 2 

Harry Potter And The Half-Blood Prince 

How To Train Your Dragon

Inside Out

Les Misérables 

Mamma Mia! Here We Go Again

Mamma Mia! The Movie 

Monsters University 




The Dark Knight 

The Greatest Showman

The Hangover 

The Inbetweeners Movie 

The King's Speech

The Notebook 

Toy Story 3 


War Horse


Top 25 most popular Video Games of all time on (in alphabetical order)

Animal Crossing: New Horizons 

Assassin's Creed franchise

Battlefield franchise

Call of Duty franchise

Crash Bandicoot franchise


Dr Kawashima's Brain Training: How Old Is Your Brain

Fallout franchise

FIFA franchise

Grand Theft Auto franchise

Just Dance

LEGO Collection

Middle-earth: Shadow of Mordor


Pokémon franchise

Red Dead Redemption franchise

Spyro franchise

Star Wars: Battlefront

Super Mario franchise

The Elder Scrolls V: Skyrim

The Sims franchise

The Last of Us franchise

The Legend of Zelda: Breath of the Wild

Wii Fit

Zumba Fitness


Top 25 most popular toys & games of all time on (in alphabetical order)

1800 Colourful Loom Bands & 75 Clips!

8 Assorted Colouring Crayons Multicoloured

Aquadoodle Peppa Pig Water Doodle Mat



Cards Against Humanity

Children's Toy Tool Carry Case from Peterkin

CRAYOLA Washable Paints

Exploding Kittens Card Game

Hasbro Gaming Cluedo

Hasbro Jenga Classic

Insect Lore - BH Butterfly Growing Kit

LEGO 31058 Creator Mighty Dinosaurs Toy

Mattel Games UNO

Melissa & Doug Reusable Sticker Pad

Monopoly Game

Natural History Museum N5130 Dinosaur Torch & Projector

Orchard Toys Animal Match Mini Game

Orchard Toys Match and Spell Board Game

Orchard Toys Shopping List Game

Rubik's Cube


TOMY Screwball

Toomies Beat It Egg Musical Baby Sensory Toys

Toomies 3 in 1 Fishing Frenzy


Top 25 most popular beauty products of all time on (in alphabetical order)

Aveeno Skin Relief


Bomb Cosmetics Handmade Bath Melt Gift Pack

Burt's Bees 100 Percent Natural All-Weather

CeraVe Hydrating Cleanser for Normal to Dry Skin

Clairol Nice'n Easy Crème

Clairol Root Touch-Up Permanent Hair Dye

Dots for Spots Pimple Patches


Faith In Nature Natural Aloe Vera Body Wash

Garnier Micellar Hyaluronic Aloe Cleansing Water For Dehydrated Skin

Garnier Nutrisse Permanent Hair Dye

Garnier Olia Permanent Hair Dye

L'Oréal Magic Retouch Instant Root Concealer Spray

L'Oréal Paris Men Expert Hydra Energetic Anti-Fatigue Moisturiser

Maybelline Instant Eraser Concealer

Maybelline Mascara

Mylee 100% Pure Acetone Nail Polish Remover for UV/LED Gel

Neutrogena Hydro Boost Supercharged Serum with Hyaluronic Acid and Trehalose For Dry Skin

Neutrogena T/Gel Therapeutic Shampoo Treatment for Itchy Scalp and Dandruff

NIVEA Q10 Anti-Wrinkle Power Firming Day Cream SPF 15

Nizoral Anti-dandruff Shampoo 

OLAPLEX Hair Perfector No.3 Repairing Treatment

Rimmel London 60 Seconds Nail Polish

Rimmel Stay Matte Pressed Powder


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– ENDS –

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Notes to Editors 

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