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 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 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. 

If you want to find trending searches and the most popular items, Amazon has a few useful pages that provide the information for you:

Top 100 Most Searched Items On Amazon

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.
 

Top 100 Most Searched Items On Amazon

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.

Top 100 Most Searched Items On Amazon

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.

Top 100 Most Searched Items On Amazon

‘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.


Sources
1 eMarketer 
2 Semrush

Author Photo
Shelley WalshShelley is a content strategist and blog editor at Semrush. Assistant Editor at Search Engine Journal. Founder of ShellShock Content Marketing. Shelley has been a contributor to the industry for 10 years and has spoken at many online and offline events.
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