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Amazon won a third of Christmas entertainment sales, while Game and HMV also feel a boost

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Amazon won almost a third of sales in the UK entertainment market in the run up to Christmas, new figures suggest.

Kantar Worldpanel analysed the entertainment market, which includes film and gaming products, in the 12 weeks to December 22 and found that the online giant took 26.3% of all sales. That’s a 5.9 percentage point rise, compared to the same time last year.

“Amazon traditionally performs strongly in gifting at Christmas and this year was no exception,” said Fiona Keenan, strategic insight director at Kantar Worldpanel. “Almost a third of all entertainment gifts purchased in the final quarter of 2013 were bought from the retailer and this drove its market share across all categories.”

Meanwhile, the figures show, Game profited from the release of next generation PS4 and Xbox One consoles, taking 30% of sales for those products. It won £9m in spending on those products from its existing customers, in a category where high-profile games titles include Fifa 14 and Call of Duty: Ghosts. It also gained £10m as it attracted shoppers away from other retailers including the supermarkets. Its success, said Keenan, pointed to Game’s strategic advantage. “This is a clear sign,” she said, “that consumers still require advice and support when shopping for technical products and retailers should try to make the most of this opportunity.”

HMV sold one in six entertainment products bought in the fourth quarter, the Kantar analysis found.

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