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Amazon.co.uk is set for its busiest Christmas Day ever - sales on 25th December have increased by more than six times over the last five years

Christmas Day is also predicted to be Amazon.co.uk’s busiest day ever for digital downloads of Kindle books, TV & films, music, video games and apps

Amazon.co.uk to start Boxing Day Deals Week sale at 4pm on Christmas Eve due to customer demand

Luxembourg, 21 December 2015 – Amazon.co.uk has announced that it is expecting its busiest Christmas Day yet. Sales on 25th December have grown by more than six-fold over the past five years. Orders are expected to peak at 8.52pm when many people will be picking up a bargain in the Boxing Day sales.

Christmas Day 2015 is also predicted to be the busiest day ever for digital downloads on Amazon.co.uk. Digital sales on Amazon.co.uk traditionally peak between Christmas Day and 28th December and with Black Friday 2015 setting new records for sales of both Kindle eReaders and Fire tablets, the number of downloads is expected to reach a new high this year.

“Digital streaming and downloads are extremely popular on Christmas Day because of the number of new devices that are given as gifts,” said Jay Marine, Vice President of Amazon Video EU. “The moment that people receive their new device, they want Kindle books to read, apps to play, music to listen to, and movies and TV shows to watch. With more digital content available on Amazon than ever before, we expect Christmas Day to break digital download records.”

Over the festive period, millions of Prime members can stream and download content available at no extra cost to their membership. Prime Video titles available over Christmas include hit shows The Man In The High Castle, Transparent, and MR. ROBOT, all available to stream on hundreds of mobile and living room devices including the bestselling Amazon device, Fire TV Stick. Customers can also download titles to their mobile devices, including Fire tablets, iOS and Android through Prime Video. The latest albums from One Direction, Coldplay and Little Mix are available to stream and download through Prime Music; and more than one million titles are available to borrow through the Kindle Owners’ Lending Library.  Customers can also download paid apps and games for free in Amazon Underground, with popular titles including Star Wars: Knights of the Old Republic and Monument Valley available with no in-app purchases required.

Christmas Day was the busiest day for downloads of digital products in 2014 on Amazon.co.uk. Uptown Funk by Mark Ronson and Bruno Mars was the top selling track, Gone Girl by Gillian Flynn was the most downloaded Kindle book and X-Men: Days of Future Past was the bestselling title on Amazon Video.

Here are some of the other trends that Amazon.co.uk has historically seen on Christmas Day:

Midnight to 11am: Last minute shopping  
During this time, sales on Amazon.co.uk are led by Printable and Email Gift Cards as people pick up last-minute presents. Orders of Gift Cards generally peak at 10am.

12noon: Digital downloads
With the first presents opened and an hour or so before lunch, shoppers head to Amazon.co.uk to purchase Kindle books, MP3s, TV and films, digital video games and apps for their new devices, with the first sales peak of the day at 12.13pm.

Sales of cases for devices, video games, video games accessories, coffee capsules and selfie sticks increase at lunchtime as customers order products to use with their new Christmas gifts. Redemption of Gift Cards also increases at this time.

3pm: The Queen’s Christmas Broadcast
Sales dip around 3pm in time for The Queen’s speech, as the nation stops what they are doing to watch the monarch give her traditional televised address.

7pm onwards: Christmas TV specials
Last year, television screenings of the Mrs Brown’s Boys, Miranda and Downton Abbey Christmas specials prompted soaring DVD sales and Amazon Video streams and downloads of Mrs Brown's Boys D'Movie, Miranda Hart - My, What I Call, Live Show and Downton Abbey: A Moorland Holiday.

9pm: Sofa surfing for the best deals
Last year, Christmas Day sales on Amazon.co.uk peaked at 8.52pm, as customers relaxed after the day’s festivities and made a start on their Boxing Day Deals Week shopping.

“A closer look at the hour by hour trends on 25th December gives us a real insight into how the UK spends Christmas Day - from saving the day with a last minute Gift Card to grabbing a bargain in the sale,” continued Jay Marine. “This year, we’ll be launching Boxing Day Deals Week at 4pm on Christmas Eve and with the sales running until 31st December, there’s plenty of time to get a great deal from the comfort of your sofa.”

Shoppers will be able to snap up millions of pounds of savings as Amazon.co.uk unveils its biggest ever Boxing Day Deals Week sale, running from 4pm on Christmas Eve until 11.59pm on 31st December 2015. More than 5,000 deals will be available, more than three times the number of deals offered last year, with an average of 35% off current Amazon.co.uk prices.

Deals will include ‘Lightning Deals’ – products available at a discount, in limited quantities, for a short period of time – as well as ‘Deals of the Day’ – selected products on offer for one day, from 00.01am to 11.59pm. Amazon Prime members, including customers enjoying a free Amazon Prime 30-day trial, have an exclusive 30-minute early access period to all Lightning Deals.

Amazon.co.uk’s Boxing Day Deals Week includes huge discounts on items from the latest technology to fashion and entertainment. Customers will be able to save money on the award-winning Amazon Fire TV with 4K UHD (available for £64.99, a saving of £15), Fire HD 6 tablet (available for £59.99, a saving of £20), and Fire HD Kids Edition tablets (available for £89.99, a saving of £30), and Kindle Paperwhite (available for £89.99, a saving of £20). The ‘12 Days of Kindle’ sale will make popular eBooks including All the Light We Cannot See by Anthony Doerr, The Hunger Games (trilogy) by Suzanne Collins, The Fault in Our Stars by John Green, The Shock of the Fall by Nathan Filer, and In the Heart of the Sea by Nathaniel Philbrick available from 99p each. Amazon.co.uk will also be offering up to 50% off Fashion including men’s, women’s and children’s clothing, shoes, bags, jewellery and watches.

The offers available during Boxing Day Deals Week on Amazon.co.uk include:

PRODUCT

CURRENT AMAZON.CO.UK PRICE

BOXING DAY DEALS WEEK PRICE

SAVING

Pitch Perfect 2 Amazon Video download purchase

£13.99

£6.99

£7.00

Fast & Furious 7 Amazon Video download purchase

£9.99

£6.99

£3.00

American Sniper Amazon Video download purchase

£9.99

£7.99

£2.00

Interstellar Amazon Video download purchase

£9.99

£4.99

£5.00

Mad Max: Fury Road Amazon Video download purchase

£13.99

£8.99

£5.00

Game of Thrones - Season 1 Blu-ray (Limited Edition Steelbook with Collectible Magnet - Exclusive to Amazon.co.uk)

£19.99

£15.99

£4.00

Game of Thrones - Season 2 Blu-ray (Limited Edition Steelbook with Collectible Magnet - Exclusive to Amazon.co.uk)

£19.99

£15.99

£4.00

The Big Bang Theory - Season 8 DVD

£16.99

£11.99

£5.00

The Sopranos - Complete Collection Blu-Ray

£54.99

£42.99

£12.00

Breaking Bad - Complete Series Blu-ray (Collector's Edition Tin - Exclusive to Amazon.co.uk)

£51.50

£36.99

£14.51

Minecraft For Dummies Collection by Jacob Cordeiro

£11.99

 £7.00

£4.99

The Essence of French Cooking by Michel Roux

£22.49

 £12.50

£9.99

A Change of Appetite: where delicious meets healthy by Diana Henry

£22.50

 £10.00

£12.50

Guy Martin: Portrait of a Bike Legend by Phil Wain

£10.49

 £6.00

£4.49

Millie Marotta's Animal Kingdom Journal Set by Millie Marotta

£9.98

 £5.00

£4.98

Lenovo YOGA 300 11.6 inch Convertible notebook

£249.99

£194.99

£55.00

ASUS T100TAF-BING-DK024B Transformer Book 10.1-inch Convertible Laptop

£199.99

 £169.99

£30.00

Casio CTK-1100AD 61 Key Electronic Keyboard

£73.60

£54.99

£18.61

RockJam Karaoke Party Machine – Pink

£49.99

£36.99

£13.00

Ion Audio Vinyl Motion Deluxe Luxury Suitcase-Style Record Player

£79.99

£54.99

£25.00

Hercules Jogvision DJ Controller

£249.63

£169.99

£79.64

KORG SP-170 Digital Piano – Black

£326.00

£259.99

£66.01

Ion Audio Redline Electronic Drum Kit

£199.99

£154.99

£45.00

Teenage Engineering OD-11 HiFi Cloud Speaker

£629.00

£399.99

£229.01

Motorola MBP853 Connect Wi-Fi HD Video Baby Monitor

£129.99

£99.00

£29.99

Gant Men's The Gant Double Long Sleeve Jacket

£325.00

£113.75

£211.25

Adrianna Papell Women's Mid Length Fit and Flare Column Floral Short Sleeve Dress

£140.00

£60.20

£79.80

Almost Famous Women's Beaded Maxi Plain Sleeveless Dress

£189.00

£52.92

£136.08

New Balance Women’s 770 Fitness Shoe

£57.78

£28.99

£28.79

Sekonda Men's Quartz Watch with Black Dial Analogue Display and Silver Stainless Steel Bracelet 1069.71

£59.99

£22.16

£37.83

Police Gambit Men's Quartz Watch with Black Dial Analogue Display and Silver Stainless Steel Bracelet 14141JS/02M

£219.00

£76.65

£142.35

Naava Women's 9ct Yellow Gold 0.25ct Diamond Cluster Earrings

£102.00

£69.95

£32.05

Clogau Gold Royal Crown Diamond Earrings

£2,300.00

£920.00

£1,380.00

Lily & Lotty Silver and Diamond Key and Heart Pendant on Chain

£68.00

£32.95

£35.05

WUNDERBROW - The Perfect Eyebrows

£19.95

£12.97

£6.98

Real Techniques Deluxe Gift Set Collector’s Edition

£19.08

£12.00

£7.08

Braun Series 9 9095 Wet and Dry Electric Shaver

£211.56

£159.49

£52.07

Philips Sonicare DiamondClean Amethyst Electric Toothbrush

£88.99

£74.99

£14.00

Ketel One Vodka

£22.25

£14.99

£7.26

Johnnie Walker Double Black Label Blended Scotch Whisky 70 cl

£34.33

£22.99

£11.34

Prices are correct as of 18th December 2015 and are subject to change.

To find out more about Boxing Day Deals Week:
Visit www.amazon.co.uk/boxingday  
Subscribe to the Deals Newsletter 
Follow Amazon.co.uk on Twitter: www.twitter.com/AmazonUK  
Visit the Amazon.co.uk Facebook page: www.facebook.com/AmazonUK

-ENDS-

For further information, interviews, or product imagery please contact:
Letitia Thomas at Mission
T: 020 7845 7800
E: letitia@thisismission.com | amazon2015@thisismission.com

About Amazon.co.uk
For further information please contact:
Amazon UK Press Office
Email: pressoffice@amazon.co.uk
Tel: 020 3680 0888

About Amazon
Amazon.com opened on the World Wide Web in July 1995. The company 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.

"Safe Harbor" Statement under the Private Securities Litigation Reform Act of 1995: Statements in this press release regarding Amazon.co.uk Ltd's business which are not historical facts are "forward-looking statements" that involve risks and uncertainties. For a discussion of such risks and uncertainties, which could cause actual results to differ from those contained in the forward-looking statements, see "Risk Factors" in the Company's Annual Report or Form 10-K for the most recently ended fiscal year.
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