Amazon.co.uk reached record-breaking sales during the 2025 holiday season, peaking on December 21 with a 15% year-over-year (YoY) increase in third-party seller volumes. This surge saw over 20 million Prime items shipped that day, up 18% from 2024, driving daily gross merchandise value (GMV) past £1.2 billion. Electronics led at 35% of sales, followed by toys (25%) and books (15%).
Core Metrics and Seller Effects
Seller Volumes : Third-party sellers managed 65% of units, a 5-point rise from last year. Top UK sellers, such as musicMagpie, saw 20% daily order spikes, elevating annual revenue estimates to £140 million.
2025 Overview : UK net sales reached £25.4 billion for the year, a 12% YoY gain, aligning with international Q3 growth of 14% to £31.9 billion. Global Q2 revenue was £130.8 billion, up 13% YoY.
Holiday Drivers : Building on Prime Day 2025’s $24.1 billion U.S. haul (42% electronics growth), UK AI tools enhanced seller efficiency by 25%.
Amid 10% global Q4 growth to £150.9 billion, this peak forecasts 12-15% Q1 2026 uplift for UK sellers, driven by AI and 69% mobile traffic.
