Amazon’s Best of Prime Highlights the Year’s Top Trends
Posted: December 05, 2019 | Word Count: 892
What were the biggest trends of 2019? With more than one hundred million Prime members around the world, there is no better indicator than Amazon’s Best of Prime.* The results are particularly telling because over the past year, Prime welcomed more members worldwide than ever before.
Amazon’s Best of Prime celebrates what members loved most, from fast delivery and groceries brought right to their doors, to creative gifts and world-class entertainment. Here is a look at top shopping and entertainment trends among Prime members:
Delivery keeps getting faster — and members are loving it
Prime is bringing more convenience to members than ever before with faster delivery. Millions of members are enjoying Free One-Day Delivery right to their door, garage, and even to their car. Compared to 2018, U.S. Prime members had three times more items from Amazon’s online store delivered in one day or faster. That means last-minute presents, hats and gloves for a weekend ski trip, as well as closet organizers and cleaning products — all delivered the very next day.
Members are hungry for grocery delivery
There’s a reason avocados were the top purchased item outside of devices this past year. Whether it’s ordering ingredients for dinner tonight or placing a weekly grocery order, Prime members love the convenience of free two-hour grocery delivery on Amazon in more than 2,000 cities and towns. Grocery is one of the fastest growing business at Amazon. In fact, Prime members had hundreds of millions of grocery items delivered using Whole Foods Market and Amazon Fresh this past year. Grocery delivery is also getting faster. The fastest grocery delivery this year was from Whole Foods Market, containing a bottle of Oyster Bay Sauvignon Blanc, and arriving in just 13 minutes.
Gift-givers focused on creativity and aspiration
Prime members delivered smiles all year long, sending hundreds of millions of gifts to friends and family. The items they chose told a story of both the givers and receivers. The most-gifted items primarily fell into three categories: hot new tech, creativity and aspiration. Echo Dot and Fire TV Stick 4K with Alexa Voice Remote topped the list of the most gifted items. But outside of devices, members loved sharing "Becoming" by Michelle Obama, the Instant Pot DUO60, First Builders Big Building Bag and "The Wonky Donkey" children's book with their family and friends.
But wait, there’s more! Below are the top member favorites in entertainment:
Members couldn’t stop watching Amazon Originals, including The Boys, Carnival Row, Good Omens, Hanna and The Marvelous Mrs. Maisel — now Amazon’s most awarded original series ever, with 16 Emmys, 3 Golden Globes, 5 Critics Choice and 3 SAG Awards. Tom Clancy’s Jack Ryan returned to Prime Video for a second season, with the biggest global premiere of any original series, and The Report had the biggest global premiere of any Amazon Original movie this year. As if that weren’t enough, "Fleabag" is also Certified Fresh, holding a 100% critic score on Rotten Tomatoes.
Members jammed out to favorite artists on Amazon Music, including the single most streamed artist — 2019 Prime Day Concert headliner Taylor Swift.
Listeners’ favorite albums included: Lover by Taylor Swift, WHEN WE ALL FALL ASLEEP, WHERE DO WE GO? by Billie Eilish and GIRL by Maren Morris.
Top streamed songs in 2019 were:
- "Old Town Road (Remix)" by Lil Nas X featuring Billy Ray Cyrus — which was also the most requested song on Alexa via Amazon Music
- "GIRL" by Maren Morris
- "Sucker" by Jonas Brothers
- "I Don’t Care" by Ed Sheeran and Justin Bieber
- "Stronger Than Me" by Garth Brooks
Members around the world took gaming to the next level with Twitch Prime. The most popular Twitch Prime in-game loot this year was for League of Legends, Apex Legends, Grand Theft Auto Online and Red Dead Online. Plus, Prime members enjoyed a free year’s subscription to Nintendo Switch Online. Prime members can also claim a selection of free games each month, and the most popular this year were Pikuniku, Downwell, Dear Esther and Hyper Light Drifter.
U.S. members embraced their inner bookworm with Prime Reading. Some of the top read titles were: "The Bad Seed," "A Curve in the Road," "The Handmaid’s Tale," "A Case of Need: A Novel" and "Beneath a Scarlet Sky: A Novel."
The most borrowed titles, by genre, were:
- "The 7 Habits of Highly Effective People: Powerful Lessons in Personal Change" (Business & Investing)
- "The Handmaid's Tale" (Literature & Fiction)
- "A Case of Need: A Novel" (Mystery & Thriller)
- "And Then You Loved Me" (Romance)
- "1984" (Science Fiction & Fantasy)
- "Harry Potter and the Sorcerer's Stone" (Young Adult)
* The Best of Prime 2019 analyzed how Prime members in the U.S. enjoyed their Prime benefits from October 1, 2018 through September 30, 2019, unless otherwise noted. Amazon Music data was analyzed from November 1, 2018 through November 1, 2019 and includes all Amazon Music listeners in the U.S., not limited to Prime members. Data for Tom Clancy’s Jack Ryan and The Report was collected from October 31, 2019 – December 1, 2019. Information included in these results examines data at a collective level, without viewing personal information by specific Prime members.