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 Keyword | Search volume | Category | |
|---|---|---|---|
| 1 | fidget toys | 2,789,767 | Toys |
| 2 | mothers day | 2,007,867 | Gifts |
| 3 | mothers day gifts | 1,889,956 | Gifts |
| 4 | air fryer | 1,660,896 | Home |
| 5 | led lights | 1,546,606 | Home |
| 6 | ps5 | 1,477,337 | Gaming |
| 7 | summer dresses for women | 1,400,223 | Clothing |
| 8 | apple watch band | 1,391,565 | Electronics |
| 9 | candy | 1,339,868 | Food |
| 10 | tv stand | 1,331,191 | Home |
| 11 | gaming chair | 1,316,067 | Gaming |
| 12 | iphone 12 pro max case | 1,312,188 | Electronics |
| 13 | nintendo switch | 1,282,345 | Gaming |
| 14 | horror movies | 1,250,396 | TV/Movie |
| 15 | gua sha | 1,229,596 | Health/beauty |
| 16 | ps5 console | 1,226,950 | Gaming |
| 17 | my orders | 1,225,977 | Amazon |
| 18 | coffee maker | 1,225,977 | Home |
| 19 | bluetooth headphones | 1,210,730 | Electronics |
| 20 | anime | 1,185,473 | TV/Movie |
| 21 | whole foods | 1,173,567 | Food |
| 22 | apple | 1,170,548 | Electronics |
| 23 | crocs | 1,146,306 | Clothing |
| 24 | iphone 12 pro max | 1,132,876 | Electronics |
| 25 | disposable face masks | 1,128,409 | Health/beauty |
| 26 | earbuds | 1,115,975 | Health/beauty |
| 27 | pool | 1,115,663 | Home |
| 28 | lego | 1,115,600 | Toys |
| 29 | ipad | 1,114,469 | Electronics |
| 30 | tapestry | 1,110,862 | Home |
| 31 | patio furniture sets | 1,095,750 | Home |
| 32 | flowers | 1,090,757 | Home |
| 33 | face mask | 1,090,516 | Health/beauty |
| 34 | iphone | 1,086,785 | Electronics |
| 35 | iphone 12 case | 1,070,625 | Electronics |
| 36 | iphone 12 pro case | 1,068,311 | Electronics |
| 37 | solar lights outdoor | 1,068,311 | Home |
| 38 | mini fridge | 1,060,308 | Home |
| 39 | outdoor furniture | 1,059,543 | Home |
| 40 | led lights for bedroom | 1,051,563 | Home |
| 41 | car accessories | 1,047,539 | Home |
| 42 | dresser | 1,033,606 | Home |
| 43 | dresses | 1,033,606 | Clothing |
| 44 | invincible | 1,017,189 | TV/Movie |
| 45 | pop it | 1,010,780 | Toys |
| 46 | summer dresses | 1,006,148 | Clothing |
| 47 | iphone charger | 1,005,947 | Electronics |
| 48 | shoe rack | 995,554 | Home |
| 49 | fidgets | 973,714 | Toys |
| 50 | sandals for women | 973,514 | Clothing |
| 51 | mothers day gifts from daughter | 967,484 | Gifts |
| 52 | swimsuit for women | 954,346 | Clothing |
| 53 | pokemon cards | 948,376 | Toys |
| 54 | airpods | 945,598 | Electronics |
| 55 | maxi dresses for women summer | 935,784 | Clothing |
| 56 | playstation 5 | 933,890 | Gaming |
| 57 | iphone 12 | 927,563 | Electronics |
| 58 | laptops | 924,323 | Electronics |
| 59 | fidget | 922,635 | Toys |
| 60 | pop its | 920,964 | Toys |
| 61 | bluetooth speaker | 913,190 | Electronics |
| 62 | power bank | 908,938 | Electronics |
| 63 | desk | 904,600 | Home |
| 64 | sunglasses for women | 904,377 | Clothing |
| 65 | gaming pc | 902,926 | Gaming |
| 66 | womens dresses | 899,936 | Clothing |
| 67 | office chair | 898,755 | Home |
| 68 | fidget pack | 895,302 | Toys |
| 69 | outdoor rug | 888,361 | Home |
| 70 | womens sandals | 888,361 | Clothing |
| 71 | maternity dresses | 879,872 | Clothing |
| 72 | headphones | 877,430 | Electronics |
| 73 | water bottle | 877,301 | Health/beauty |
| 74 | disney plus | 873,152 | TV/Movie |
| 75 | pakistan | 870,488 | TV/Movie |
| 76 | swimming pool | 865,138 | Home |
| 77 | ring doorbell | 859,120 | Home |
| 78 | iphone 11 case | 853,100 | Electronics |
| 79 | harry potter | 852,365 | TV/Movie |
| 80 | iphone 11 | 838,843 | Electronics |
| 81 | apple watch | 835,178 | Electronics |
| 82 | sunglasses for men | 827,808 | Clothing |
| 83 | iphone 11 pro max | 826,910 | Electronics |
| 84 | laptop | 818,131 | Electronics |
| 85 | iphone 12 pro max phone case | 817,265 | Electronics |
| 86 | smart watch | 810,869 | Electronics |
| 87 | hbo max | 805,647 | TV/Movie |
| 88 | toilet paper | 799,349 | Home |
| 89 | waist trainer for women | 796,459 | Health/beauty |
| 90 | star trek | 795,175 | TV/Movie |
| 91 | comedy movies | 788,528 | TV/Movie |
| 92 | ps4 | 784,193 | Gaming |
| 93 | dog bed | 778,497 | Home |
| 94 | alexa | 772,095 | Electronics |
| 95 | coffee | 771,845 | Home |
| 96 | gift cards | 765,986 | Gift |
| 97 | movies | 764,118 | TV/Movie |
| 98 | womens summer dresses | 763,954 | Clothing |
| 99 | crocs sandals for women | 762,861 | Clothing |
| 100 | air purifier | 759,725 | Home |
Data from the AppCenter’s 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 Keyword | Search volume | Category | |
|---|---|---|---|
| 1 | PS5 | 1,477,337 | Gaming |
| 2 | Apple watch band | 1,391,565 | Electronics |
| 3 | iPhone 12 pro max case | 1,312,188 | Electronics |
| 4 | Nintendo switch | 1,282,345 | Gaming |
| 5 | PS5 console | 1,226,950 | Gaming |
| 6 | Apple | 1,170,548 | Electronics |
| 7 | Crocs | 1,146,306 | Clothing |
| 8 | iPhone 12 pro max | 1,132,876 | Electronics |
| 9 | Lego | 1,115,600 | Toys |
| 10 | iPad | 1,114,469 | Electronics |
Unsurprisingly, 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 the AppCenter 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 the AppCenter.