REVEALED- How to save up to 74 per cent on your Christmas shopping

In the run-up to Christmas, Amazon and Tesco are offering the UK’s best-selling toys online cheaper than rival sites, according to research by an eCommerce analytics firm.

One of the top ten toys, a talking motion-activated model of Dory the fish from Disney Pixar's Finding Dory, is on average 74 per cent more expensive online at ToysRUs than on Amazon.

Over the last month, a basket of the best-selling toys is on average 15 per cent cheaper at Amazon – and 8 per cent cheaper at Tesco.com – than online at Toys R Us, where the price of one best-selling toy is more than 70 per cent higher than at Amazon, according to the study by Profitero.

The analysis measures the price of the best-selling toys on Amazon and compares them with the price of the same products online at Tesco, Argos and Toys R Us.

Eight of the ten best sellers are available on all four sites and these products make up the basket for the analysis.

The basket bought on Amazon is 8 per cent cheaper than the average price among all four retailers; the same basket bought from Toys R Us is 7 per cent more expensive.

Profitero UK strategy & insights director Andrew Pearl said: “As Christmas approaches, it's vital for brands and retailers to closely monitor their performance on the digital shelf to remain competitive.

"Savvy shoppers are increasingly researching products online to choose the best deals.”

The four online retailers in the analysis were chosen because they all offer at least nine of the Amazon Top-10 Toys for Christmas on their sites.

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