The online retailer has revealed an hour-by-hour breakdown of how the UK shops online on 25th December.
The retailer has announced that it expects this year to be the busiest Christmas Day in its 21-year history.
Last year, 8:52pm was the busiest minute of the shopping day, with people hitting the early Boxing Day sales while relaxing after dinner.
Last minute sales of gift-cards generally peak at about 10am. Later in the day, sales of e-books, mp3s, apps and TV downloads climb sharply at about midday. Last year more downloads were sold at 12:13pm than at any other time.
Sales dip at 3pm as the Queen’s televised Christmas speech is broadcast, before DVD sales linked to festive TV shows increase at about 7pm. The biggest sales peak is expected to take place at about 9pm on Christmas Eve, as shoppers grab early Boxing Day deals.