Amazon‘s UK sales growth slowed by half to 12.6 per cent to £4.5bn last year, according to accounts filed by the US parent company.
The group increased overall sales by 24 per cent to $74.5bn.
Its been reported that CEO Jeff Bezos is not concerned with the retailers gross margin and prefers to focus on sales growth so the news is likely to irk him.
The e-commerce giant has invested in its Prime service, which has 10m subscribers, recently and is continuing to add new films and TV shows to its £49 a year Prime Instant Video programme.
Online Christmas winners John Lewis and Dixons, which grew their online sales by 26.5 per cent and 23 per cent compared to last year, have made efforts to improve their click and collect services to keep up with Amazon‘s meteoric rise.