Amazon isn't afraid of banging its own drum and, when it does, it does it well. To whit, it recently revealed its biggest sellers over this last Christmas period, Amazon's 21st.
Sales of Amazon's own devices more than doubled over Xmas 2014, led by the all-new Fire tablet, Amazon Echo and Fire TV Stick, but it's some of the other category killers which piqued our interest.
Take Jensen's super-affordable, all-in-one, vinyl record player with built in speakers; or the Anki Overdrive smart car toy; or Sphero's BB-8 smartdroid (a Stars Wars offshoot).
The latter two were among Wares' tips to be some of the hottest products this peak season (without wishing to bang our own drum...), but let's take a look at Amazon's other Xmas biggies:
Amazon Launchpad (cool new gadgets etc): Anki OVERDRIVE Starter Kit; Sphero BB-8 App-Enabled Droid; Pivotal Living Band.
Cameras: Fujifilm INSTAX Mini Instant Film Twin Pack - White; GoPro HERO4 SILVER; AmazonBasics Head Strap Camera Mount for GoPro.
Headphones: Panasonic RPHJE120K In-Ear Headphone; Powerbeats 2 Wireless In-Ear Headphone; Sennheiser HD 598 Special Edition Over-Ear Headphones.
Home audio: Jensen JTA-230 3-Speed Stereo Turntable with Built-in Speakers (a mere US$48.99!); Yamaha RX-V677 7.2-channel Wi-Fi Network AV Receiver with AirPlay; SONOS PLAY:1 2-Room Streaming Music Starter Set Bundle - Black.
Kitchen: Rubbermaid 42-Piece Storage Container; Instant Pot 7-1 Multi-Cooker; Oster Electric Wine Bottle Opener.
PCs: Toshiba C55 Laptop; Dell E2414Hr 24-Inch LED-Lit Monitor; SanDisk Ultra 32GB UHS-I/Class 10 Micro SDHC Memory Card With Adapter.
Tablets: Fire; Fire Kids Edition; Fire HD 6.
TVs: Samsung UN32J5205 32-Inch 1080p Smart LED TV (US$345.94); Samsung UN40J5200 40-Inch 1080p Smart LED TV; TCL 32S3700 32-Inch 720p Roku Smart LED TV.
Video games: Call of Duty: Black Ops III; Fallout 4; Star Wars Battlefront.
Also noteworthy is that almost 70% of Amazon.com's customers were using their mobile device over Christmas and that use of Amazon's mobile app more than doubled this season.