Game of Thrones' third season has become the fastest-selling TV box set in a decade, shifting nearly 190,000 units in its first week.
The HBO fantasy series racked up £5.4 million in sales last week and was one of Amazon's biggest ever TV pre-order titles.
Sales were up 48% on the show's second season.
Thrones airs exclusively on Sky Atlantic in the UK and has been available on streaming services such as blinkbox since last summer.
"What is particularly pleasing to see is that Game of Thrones has sold exceptionally well digitally too, proving that DVD & Blu-ray can sit alongside the newer digital download technology," said HBO's Home Entertainment marketing director Ian Fullerton.
"It's very heartening to see a vibrant & healthy TV market in the UK."
Game of Thrones is Sky Atlantic's biggest ratings hit, and it broke into the mainstream last year after the 'Red Wedding' episode.
It also picked up the BAFTA Audience Award in 2013.
HBO airs the season 4 premiere of Game of Thrones on Sunday, April 6.
It arrives in the UK on Sky Atlantic one day later.
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