While November was somewhat of a slow month for a lot of retailers in the USA, December finished the year very strong. Christmas continues to be most important month of the year and this year was no different. No big surprise - a lot of Toy companies had their best month as parents looked for Christmas presents online.

Amazon reported that they had their biggest holiday season ever, in their 21-year history. Worth noting that more than 70% of sales were done using mobile devices.

Congratulations to Toys US becoming the fastest growing seller of December. Very strong performance, especially given the fact that they do not use the Fulfillment by Amazon network so many other big sellers use. Even with Prime membership base growing quickly, there are still a lot of opportunities for sellers to grow using their own infrastructure.

Cards Against Humanity, LLC while already being a very successful seller, managed to grow almost 4x in December. All thanks to their card game being a very popular gift for Christmas. It’s hard to copy their success, without having a product that strong, but Cards Against Humanity showcases the possibilities of being both the manufacturer and the retailer, and completely owning the market.

It’s hard to ignore the stellar performance by Amazon.com giants: Etailz. All had great holiday season sales and achieved impressive growth. Keep in mind that those sellers are constantly at the top of the list of the biggest sellers overall, so seeing them increase their sales beyond that is exciting. For smaller sellers it means there is no ceiling for growth.

With most sellers having their best month of the year, not all enjoyed the success. Shockingly 90 Degree By Reflex had a dreadful month, having a decrease in sales by 65%, while being the fastest growing seller in our last month’s report. Keeping the growth momentum going is not an easy task, so we wish them a strong 2016.

We used feedback as a way to estimate how much sales has the seller been able to gain. But instead of looking at what everyones’ feedback was at the end of the month, we calculated the change in feedback throughout December. The table below is top 100 sellers ranked by the growth rate.

Click here to read the previous November 2015 Report.