Amazon has increased its share of the UK entertainment market, as more shoppers go online from a range of devices to buy music, film and games, new figures suggest.
Kantar Worldpanel data shows that in the 12 weeks to September 28, the US giant saw its sales grow by 4.9% as it boosted its share of the entertainment market to 22.5%.
“Amazon’s success is representative of a general shift towards online shopping within the entertainment sector,” said Fiona Keenan, strategic insight director at Kantar Worldpanel. “Thanks to the rise of connected devices – 71% of individuals now own a smartphone and 57% own a tablet – this is a shift that we expect to continue. Amazon’s range of Fire tablets has given it another platform to promote its offering directly to consumers, and it appears to be working as 15% of entertainment products sold on its site are purchased on a tablet.”
Amazon’s success comes as supermarkets lose market share. That’s partly down to the runaway sales inspired by Grand Theft Auto V at this time last year, 53% of whose sales came through supermarkets. of which supermarkets made 53% of sales.
Keenan said: “Despite aggressive pricing strategies on this year’s smash hit game, Destiny, the supermarkets have been unable to take back share. Leading video games retailers Amazon and GAME have performed strongly selling 54% of Destiny copies. The supermarkets haven’t also been helped by increased competition from Argos , which has maintained its impressive performance in the video games sector, posting an 8.6% share, pushing it ahead of Asda for the first time ever.”
