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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 (April 2021):

  Amazon keyword Search volume Category
1 Pop It 1,861,792 Toy
2 Ps5 1,789,042 Gaming
3 iPhone 12 Pro Max Case 1,775,260 Electronics
4 Gaming Chair 1,616,908 Gaming
5 iPhone 11 Case 1,578,256 Electronics
6 iPhone 1,536,074 Electronics
7 Liquid Chlorophyll 1,530,106 Health
8 Fidgets 1,510,296 Toy
9 Crocs 1,450,464 Clothing
10 Air Fryer 1,447,919 Home
11 Nintendo Switch 1,409,107 Gaming
12 Apple Watch 1,409,002 Electronics
13 Gua Sha 1,402,917 Health
14 Face Mask 1,387,906 Health
15 Chlorophyll 1,346,406 Health
16 Fidget Pack 1,337,782 Toy
17 Airpods 1,276,707 Electronics
18 Bluetooth Headphones 1,269,144 Electronics
19 Outdoor Furniture 1,251,928 Home
20 Power Bank 1,239,026 Electronics
21 Pop It Fidget Toy 1,236,867 Toy
22 Gaming Pc 1,213,800 Gaming
23 Bluetooth Speaker 1,180,572 Electronics
24 Playstation 5 1,160,713 Gaming
25 My Orders 1,147,505 Customer Services
26 HBO Max 1,141,859 TV/Movie
27 Fidget Packs 1,109,205 Toy
28 Desk 1,077,883 Home
29 iPhone 12 Pro Case 1,071,559 Electronics
30 Waist Trainer For Women 1,071,559 Health
31 Pokemon Cards 1,041,455 Toy
32 Horror Movies 1,038,932 TV/Movie
33 Led Lights 1,038,637 Home
34 Apple 1,020,385 Electronics
35 Sandals For Women 1,016,104 Clothing
36 Laptops 1,012,116 Electronics
37 Car Accessories 1,007,276 Home
38 Office Chair 1,004,317 Home
39 Masks 992,021 Health
40 Gift Card 981,932 Gift
41 Water Bottle 980,561 Home
42 Projector 977,713 Home
43 Rings 970,577 Clothing
44 Sunglasses For Women 969,135 Clothing
45 Mouse Pad 969,135 Electronics
46 Movies 965,650 TV/Movie
47 Mini Fridge 964,950 Home
48 Disposable Face Masks 960,997 Health
49 Mothers Day Gifts 957,799 Gift
50 Room Decor 957,799 Home
51 Pool 955,805 Home
52 Anker 954,727 Electronics
53 Earbuds 954,127 Electronics
54 Candy 947,044 Food
55 iPhone Charger 944,894 Electronics
56 Ipad 944,606 Electronics
57 Leggings 937,898 Clothing
58 Led Lights For Bedroom 936,079 Home
59 Dog Bed 930,909 Home
60 Godzilla 927,889 TV/Movie
61 Headphones 918,627 Electronics
62 Solar Lights Outdoor 913,488 Home
63 Wall Decor 912,262 Home
64 Shoe Rack 912,262 Clothing
65 Womens Sandals 912,262 Clothing
66 Lego 909,456 Toy
67 Apple Watch Band 907,009 Electronics
68 Mask 901,549 Health
69 Laptop 890,182 Electronics
70 Womens Tops 888,500 Clothing
71 Ps5 Console 881,784 Gaming
72 iPhone XR Cases 876,153 Electronics
73 Coffee Maker 876,153 Home
74 Dress For Women 876,153 Clothing
75 Dresser 875,967 Home
76 USB C Hub 875,578 Electronics
77 Home Decor 868,285 Home
78 Shower Head 867,011 Home
79 Shower Curtain 867,011 Home
80 Rose Toy For Women 861,992 Toy
81 TV Stand 846,645 Home
82 Bathroom Decor 832,722 Home
83 Documentaries 831,937 TV/Movie
84 Ps4 Games 828,533 Gaming
85 Xbox Series X 823,279 Gaming
86 Apple Watch Series 6 818,593 Electronics
87 Alexa 815,661 Electronics
88 Nintendo Switch Games 814,307 Gaming
89 Funko Pop 800,464 Toy
90 Ps4 Controller 800,292 Gaming
91 Spongebob Squarepants 797,218 Toy
92 Airpods Case 795,896 Electronics
93 Ring Light 793,425 Home
94 Ring Doorbell 791,534 Home
95 Curtains 786,261 Home
96 Nike Shoes Women 780,326 Clothing
97 Summer Dresses For Women 774,222 Clothing
98 Harry Potter 771,917 Toy
99 Godzilla Vs King Kong 769,778 TV/Movie
100 IPhone 12 Case 764,736 Electronics

Data from the Sellzone Keyword Wizard Tool, April 2021.

In the top 100 Amazon searches, product searches are split fairly evenly across the categories of toys, gaming, health, clothes and electronics. Although, gaming, and electronics dominate the top six 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 ‘Pop It’ is the most popular item on Amazon.

The top branded product searches on Amazon:

  Amazon keyword Search volume Category
1 Pop It 1,861,792 Toy
2 PS5 1,789,042 Gaming
3 iPhone 1,536,074 Electronics
4 Crocs 1,450,464 Clothing
5 Nintendo Switch 1,409,107 Gaming
6 Apple watch 1,409,002 Electronics
7 AirPods 1,276,707 Electronics
8 Pop It Fidget Toy 1,236,867 Toy
9 Playstation 5 1,160,713 Gaming
10 Pokemon Cards 1,041,455 Toy

Unsurprisingly, Apple products are frequently listed in the top 100 items on amazon. With 14 Apple-branded listings in the top 100 Amazon searches and three 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.

1 eMarketer 
2 Semrush

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