More than one in four UK consumers bought their entertainment products through Amazon in the build up to Christmas.
This is according to new statistics from Kantar Worldpanel, which show the online retailer now holds a 26.3 per cent share of this market - up 5.9 percentage points on the same period a year earlier.
Fiona Keenan, strategic insight director at the organisation, said: "Amazon traditionally performs strongly in gifting at Christmas and this year was no exception."
She said close to a third of all entertainment gifts bought in the final quarter of last year were from the online retailer.
Kantar Worldpanel also revealed the release of the new Xbox One and PlayStation 4 consoles helped Game increase its share of the entertainment sales market.
Fifa 14 and Call of Duty: Ghosts were among the most popular titles and both focus heavily on online gaming.
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