Amazon owns a massive slice of the search pie. This year the marketplace is projected to own half of all US online retail sales1 and last year, 63% of retail searches in the US started on Amazon2.
This makes Amazon the most powerful marketplace and search engine in the US for retail and ecommerce. Even more powerful than Google.
Unsurprisingly, competition is fierce, and knowing what the top searches are will help to inform your keyword search strategy and point you towards opportunities on Amazon.
What Are The Most Searched Items on Amazon?
Top 100 Amazon searches in the US (May 2021):
Amazon KeywordSearch volumeCategory1fidget toys2,789,767Toys2mothers day2,007,867Gifts3mothers day gifts1,889,956Gifts4air fryer1,660,896Home5led lights1,546,606Home6ps51,477,337Gaming7summer dresses for women1,400,223Clothing8apple watch band1,391,565Electronics9candy1,339,868Food10tv stand1,331,191Home11gaming chair1,316,067Gaming12iphone 12 pro max case1,312,188Electronics13nintendo switch1,282,345Gaming14horror movies1,250,396TV/Movie15gua sha1,229,596Health/beauty16ps5 console1,226,950Gaming17my orders1,225,977Amazon18coffee maker1,225,977Home19bluetooth headphones1,210,730Electronics20anime1,185,473TV/Movie21whole foods1,173,567Food22apple1,170,548Electronics23crocs1,146,306Clothing24iphone 12 pro max1,132,876Electronics25disposable face masks1,128,409Health/beauty26earbuds1,115,975Health/beauty27pool1,115,663Home28lego1,115,600Toys29ipad1,114,469Electronics30tapestry1,110,862Home31patio furniture sets1,095,750Home32flowers1,090,757Home33face mask1,090,516Health/beauty34iphone1,086,785Electronics35iphone 12 case1,070,625Electronics36iphone 12 pro case1,068,311Electronics37solar lights outdoor1,068,311Home38mini fridge1,060,308Home39outdoor furniture1,059,543Home40led lights for bedroom1,051,563Home41car accessories1,047,539Home42dresser1,033,606Home43dresses1,033,606Clothing44invincible1,017,189TV/Movie45pop it1,010,780Toys46summer dresses1,006,148Clothing47iphone charger1,005,947Electronics48shoe rack995,554Home49fidgets973,714Toys50sandals for women973,514Clothing51mothers day gifts from daughter967,484Gifts52swimsuit for women954,346Clothing53pokemon cards948,376Toys54airpods945,598Electronics55maxi dresses for women summer935,784Clothing56playstation 5933,890Gaming57iphone 12927,563Electronics58laptops924,323Electronics59fidget922,635Toys60pop its920,964Toys61bluetooth speaker913,190Electronics62power bank908,938Electronics63desk904,600Home64sunglasses for women904,377Clothing65gaming pc902,926Gaming66womens dresses899,936Clothing67office chair898,755Home68fidget pack895,302Toys69outdoor rug888,361Home70womens sandals888,361Clothing71maternity dresses879,872Clothing72headphones877,430Electronics73water bottle877,301Health/beauty74disney plus873,152TV/Movie75pakistan870,488TV/Movie76swimming pool865,138Home77ring doorbell859,120Home78iphone 11 case853,100Electronics79harry potter852,365TV/Movie80iphone 11838,843Electronics81apple watch835,178Electronics82sunglasses for men827,808Clothing83iphone 11 pro max826,910Electronics84laptop818,131Electronics85iphone 12 pro max phone case817,265Electronics86smart watch810,869Electronics87hbo max805,647TV/Movie88toilet paper799,349Home89waist trainer for women796,459Health/beauty90star trek795,175TV/Movie91comedy movies788,528TV/Movie92ps4784,193Gaming93dog bed778,497Home94alexa772,095Electronics95coffee771,845Home96gift cards765,986Gift97movies764,118TV/Movie98womens summer dresses763,954Clothing99crocs sandals for women762,861Clothing100air purifier759,725HomeData from the Sellzone Keyword Wizard Tool, May 2021.
In the top 100 Amazon searches, product searches are split fairly evenly across the categories of toys, gaming, health, clothes and electronics. This month there has been some considerable movement in the top Amazon keywords, most likely due to Mother's day and trending seasonal searches.
Usually, you would expect to see electronics and gaming dominate all the top five most searched items on Amazon. But, this month, the outlier 'fidget toy' is still the most popular item on Amazon.
The top branded product searches on Amazon:
Amazon KeywordSearch volumeCategory1PS51,477,337Gaming2Apple watch band1,391,565Electronics3iPhone 12 pro max case1,312,188Electronics4Nintendo switch1,282,345Gaming5PS5 console1,226,950Gaming6Apple1,170,548Electronics7Crocs1,146,306Clothing8iPhone 12 pro max1,132,876Electronics9Lego1,115,600Toys10iPad1,114,469ElectronicsUnsurprisingly, Apple products are frequently listed in the top 100 items on amazon. With 16 Apple-branded listings in the top 100 Amazon searches and five in the top 10 branded products.
How Do You Find Trending Searches On Amazon?
If you want to find trending searches and the most popular items, Amazon has a few useful pages that provide the information for you:
Amazon Best Sellers page — the most popular items on Amazon, updated every hour. Amazon Movers and Shakers — the fastest-growing sales in the last 24 hours, updated every hour. Amazon also most wished for — items saved to wishlists, updated every day.
These pages are great as a starting point to see what is popular on Amazon, what users are buying, and what they want, to inform your keyword search strategy.
However, as mentioned above, competition is fierce, so any of the top items on Amazon are going to be difficult to compete with. If you are new to Amazon, it would be better to use these trends to look for more niche products that are variations or support the best sellers.
Use the products as seed keywords and topics to find more low competition keywords with a considerable search volume. Don’t forget, the combination of several low-volume keywords adds up to a significant amount and is far easier to achieve than one high-volume, high-competition keyword.
How Do You Find Amazon Keywords?
If you want to find the search volumes for Amazon keywords and do keyword research, you will need a specific tool as the marketplace doesn’t provide this data publicly.
Semrush now has an Amazon keyword search tool within Sellzone — its toolkit for Amazon sellers, to help you find the right keywords
If you have already used the Keyword Magic Tool, the Amazon keyword tool will be pretty intuitive to use.
Enter a seed keyword and the tool provides a list of suggestions that you can filter.
To find high volume, low competition keywords, just select the Competitors filter to 101-1,000 and you can see the top keywords bubble to the top.
Amazon doesn’t allow you to create listings for brand names other than your own. So, if you are doing research for product listings, you will need to remove the brand name keywords.
‘Bone conduction headphones bluetooth’ is bubbling up as a possibility of a reasonable competition level that’s achievable and with a healthy search volume.
If you’re an affiliate, you can use the tool to find opportunities. By knowing the most popular items on Amazon, you can add affiliate links to your websites with products you know there is a high demand for. In that case, you would want to include the brand names in your searches.
To help your Amazon keyword research, try out the Semrush powered Keyword Wizard tool for free over at Sellzone.
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