Consumers' growing willingness to shop online helped Amazon secure a quarter (25.6%) of the physical UK music, games and video market in the 12 weeks to 21 December 2014, according to market analysts Kantar Worldpanel.

The research group said online retail accounted for 39% of entertainment spending in the busy pre-Christmas trading period, which was its highest ever level and 3% higher than in 2013.

Tesco, HMV, Game Digital and Asda completed the list of the top five companies in terms of entertainment retail market share, with Kantar predicting the re-launch of HMV's transactional website later this year could boost the business yet further after an encouraging 2014 that has seen the company re-establish itself in a market it used to dominate.

Aside from Tesco, the UK supermarkets generally found the Christmas period tough, with Morrisons, Sainsbury's and Asda all losing entertainment market share.

Fiona Keenan, strategic insight director at Kantar Worldpanel, remarked: "Amazon performed exceptionally well this Christmas and for the first time ever captured more than a quarter of Britain's physical entertainment market.

"While consumers' average online spend increased by 6% this Christmas, they still spent less than they did when shopping in physical stores as retailers struggled to get them to shop impulsively online. A third of in-store purchases were bought purely on impulse, creating an additional £119 million for the industry, but when shopping online this proportion halved. Retailers need to identify ways to encourage impulse purchasing in an online environment, particularly as so much of our spend goes through this channel."

Tesco, HMV, Game Digital and Asda hold 14.7%, 13.9%, 10.8% and 9.5% of the entertainment retail market, respectively, making Amazon a clear leader.

One company to watch, however, is Argos, with the multichannel retailer increasing its market share from 3.8% to 4.4% over the course of the year. Kantar said sales of PS4 and Xbox One games at Argos helped drive the business's growth in the entertainment market.

Click below for more information:

Kantar Worldpanel