However, LEGO has strengthened its position in the equivalent US list, and is now the leading toy brand there with 11 products in the US top 100.
Hasbro has overtaken LEGO to become the leading brand in the Amazon UK best-selling toys & games category, according to research from global ecommerce analytics firm Profitero.
Hasbro now has more products than any other brand in the UK top 100, more than double the three it had in the same month last year; LEGO now has six, down from 17.
However, Lego has strengthened its position in the equivalent US list, and is now the leading toy brand there with 11 products in the US top 100.
The Profitero analysis compares Amazon UK and US sales data year-on-year between September 2015 and September 2016 across key categories that traditionally spike in sales in the lead-up to Christmas and the US holiday season, such as electronics, toys & games and small appliances.
Each day, Profitero measures sales of more than 2 million products on Amazon UK, and almost 5 million on Amazon US.
The number one best-selling product in toys and games in both the UK and the US is Cards Against Humanity.
Profitero UK strategy and insights director Andrew Pearl, said: “It's no coincidence the leading products really engage shoppers online. The top three products in toys and games receive more than five times the number of reviews on Amazon than the rest of the category put together.
"Product reviews are a key driver to success in this sector, with three out of four consumers reading them before making an online purchase.
“In competitive categories such as electronics and small appliances, it's vital for brands to closely monitor their performance on the digital shelf.
"Understanding keyword search terms drives improved search performance. Brands can double the number of page views their products receive by including keywords in product titles and descriptions.
"Brands should also use sentiment analysis of product reviews left by online shoppers. The language can be fed back into product titles and descriptions to further improve search performance and sales."
