Over the last 20 years fans of Harry Potter have been buying tons of books and merchandise related to the series. In honor of the anniversary, Amazon has released data revealing the UK’s buying habits of all things Potter! Some of the findings are as follows:

  • The UK is a nation of Gryffindors with scarlet and gold merchandise 11 times more popular than Hufflepuff products
  • The Potter craze shows no sign of slowing as print and digital book sales of Harry Potter have jumped 140 per cent from 2015 to 2016, due in part to the release of the Cursed Child
  • Brits hang on to wise Dumbledore’s every word, as Amazon reveals he is the only character to feature in the top five most highlighted passaged on Kindle
  • 180 different versions of the books have sold on Amazon.co.uk over the past 20 years with over 17,000 five star reviews
  • Brits have ordered enough of the bestselling Complete 8-Film Collection since its release in 2011 to watch the films for 975 years straight

The full press release, with lots more data, can be read below:

To celebrate the 20th anniversary of Harry Potter and the Philosopher’s Stone, Amazon has released exclusive trends data revealing what Harry Potter fans have bought, read, listened to and watched since the franchise first began.Simon Johnson, Director of Media, Amazon UK said: “The wizarding world of Harry Potter has captured the hearts of the nation and the world for the last 20 years, and we are thrilled to be able to celebrate the anniversary by sharing some of the fascinating facts and figures on British buying habits and the nation’s favourite wizard. From books to film, music to merchandise, the world of Hogwarts and Harry Potter is just a click away. Here’s to another 20 years of a nation potty about Potter.

Madam Pince would be proud

J.K. Rowling’s septology boasts over 17,000 five star reviews on Amazon.co.uk, with both Harry Potter and the Philosopher’s Stone and Harry Potter and the Chamber of Secrets netting over 5,500 five star reviews each.

J.K. Rowling’s books have been translated into 79 different languages, with more than 180 different editions on sale on Amazon.co.uk over the past twenty years.

Demand for Harry Potter books is showing no signs of slowing with a jump in Amazon print and digital book sales of 140 per cent from 2015 to 2016. Jim Kay’s illustrated versions of the original series along with the release of Harry Potter and the Cursed Child could explain the UK’s renewed interest in the world-renowned wizard.

Southampton residents come out on top with the most Kindle downloads of Harry Potter books per capita. Three cities in Scotland, the country said to be where Hogwarts is secretly nestled in the northern highlands, also made the top ten list of places where the Harry Potter books have been downloaded most. The full list of cities is:

  1. Southampton
  2. Bristol
  3. Nottingham
  4. York
  5. Glasgow
  6. Manchester
  7. Edinburgh
  8. Milton Keynes
  9. Northampton
  10. Aberdeen

It would also seem that that the world hangs on to Dumbledore’s every word, as he is the only character to feature in the top 5 most highlighted passages on Kindle from the Harry Potter and the Philosopher’s Stone ebook:

  1. “After all, to the well-organised mind, death is but the next great adventure.” – Dumbledore
  2. “Always use the proper name for things. Fear of a name increases fear of the thing itself.’” – Dumbledore
  3. “The trouble is, humans do have a knack of choosing precisely those things which are worst for them.’” – Dumbledore
  4. “Scars can come in useful. I have one myself above my left knee which is a perfect map of the London Underground.” – Dumbledore
  5. “Mr and Mrs Dursley, of number four, Privet Drive, were proud to say that they were perfectly normal, thank you very much.” – Narrator

From page to screen

Despite the series first capturing hearts through literature, the magical world has leapt off the page and into the world of film. Brits have proved that alongside the books, they also love the film series, with Amazon’s bestselling product of the film franchise being the Complete 8-Film Collection. Since its release in 2011, Brits have ordered enough of this collection to watch the films for 975 years straight – more than enough time to grow a beard as long as Dumbledore’s.

The final instalment of the film series, Harry Potter and the Deathly Hallows: Part 2, is the nation’s favourite film according to sales figures since the films were first available to buy on Amazon.

“Ah, music…A magic beyond all we do here!” – Dumbledore

The most streamed Harry Potter track on Prime Music and Amazon Music Unlimited since launch is the enchanting ‘Hedwig’s Theme’ – John Williams’ instantly recognisable opening theme in the first film – as Brits transport themselves to the world of Harry Potter through sound.

Although ‘Hedwig’s Theme’ has been played 80 per cent more than the next most popular theme, Brits have revealed their emotional side as ‘Lily’s Theme’ comes second. The beautiful choral piece reflects the story of Harry, his mother Lily, and Snape, and is the main motif of the dark Deathly Hallows: Part 2. Other songs in the top five include the jolly ‘Mischief Managed’, the simple ‘prologue’ melody played on a celeste and the iconic ‘Harry’s Wondrous World’ – recognisable in a number of the films in the franchise. The full top five Potter streams are:

  1. Hedwig’s Theme
  2. Lily’s Theme
  3. Harry’s Wondrous World
  4. Mischief Managed/A Window To The Past/Buckbeak’s Flight
  5. Prologue

Take a trip down Diagon Alley

Amazon has revealed that the UK is a nation of Gryffindors, with scarlet and gold products 11 times more popular than Hufflepuff products. Slytherin’s green and silver came in second, and Ravenclaw third, with Hufflepuff fourth.

Of all the cities saying Accio! for Harry Potter merchandise, Bristol came out on top. The top 10 cities for sales of merchandise – such as DVDs, posters, costumes and even temporary tattoos – per capita over the last 20 years are:

  1. Bristol
  2. Nottingham
  3. York
  4. Northampton
  5. Milton Keynes
  6. Leicester
  7. Cardiff
  8. Manchester
  9. Glasgow
  10. Derby

There’s no need for Polyjuice Potion here as in the last 20 years, Harry, Hermione and Dobby have ranked as the top 3 costumes purchased, followed by Voldemort and the dreaded Dementors.

Other best-selling products over the last two decades include:

Filed Under: Books