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A Breakdown of Amazon’s Revenue Model

When it comes to searching for products online, a majority of U.S. shoppers go directly to Amazon. Thanks to this widespread use, product searches on Amazon provide interesting insights into current consumer behavior, including what shoppers have been focusing on in 2020.

Today’s chart uses data from Ahrefs to showcase Amazon’s top 100 U.S. product searches. We’ll also dive into the most popular categories, as well as top keyword searches on a global basis.

Top 100 Amazon Product Searches in the U.S.

Out of the top 100 product searches on Amazon, over half are for electronics.

Nintendo Switch is the most searched product keyword, with approximately one million monthly searches. This makes sense, considering the console’s recent surge in popularity—in March 2020, U.S. sales of the Nintendo Switch more than doubled compared to a year prior.

Here’s a look at the full ranking of all product keywords, by monthly search volume:

RankKeywordSearch VolumeCategory
1nintendo switch1,020,000Electronics
2laptop892,000Electronics
3airpods693,000Electronics
4headphones641,000Electronics
5wireless earbuds571,000Electronics
6ipad565,000Electronics
7game of thrones518,000Media
8fire stick506,000Electronics
9ssd496,000Electronics
10fitbit481,000Electronics
11kindle475,000Electronics
12tv471,000Electronics
13air fryer456,000Home
14bluetooth headphones447,000Electronics
15roku445,000Electronics
16toilet paper422,000Home
17external hard drive412,000Electronics
18instant pot404,000Home
19tablet403,000Electronics
20micro sd card402,000Electronics
21gaming chair392,000Home
22apple watch388,000Electronics
23monitor385,000Electronics
24earbuds376,000Electronics
25ps4370,000Electronics
26alexa362,000Electronics
27paper towels357,000Home
28desk349,000Home
29office chair332,000Home
30ring doorbell322,000Home
31chromebook319,000Electronics
32weighted blanket319,000Home
33gift cards for amazon314,000Misc
34water bottle314,000Home
35backpack312,000Clothing
36hdmi cable306,000Electronics
37lego301,000Misc
38wireless mouse301,000Electronics
39mouse pad299,000Home
40iphone charger287,000Electronics
41bluetooth earbuds284,000Electronics
42hydro flask282,000Home
43echo dot277,000Electronics
44gaming mouse276,000Electronics
45gift card276,000Misc
46switch275,000Electronics
47printer272,000Electronics
48nintendo switch games270,000Electronics
49bluetooth speakers269,000Electronics
50keyboard269,000Electronics
51iphone262,000Electronics
52coffee261,000Food
53aa batteries257,000Misc
54ps4 controller257,000Electronics
55wireless headphones257,000Electronics
56mouse256,000Electronics
57shoes255,000Clothing
58shower curtain255,000Home
59amazon gift cards254,000Misc
60the boys253,000Media
61smart watch249,000Electronics
62cbd oil248,000Misc
63kindle fire247,000Electronics
64led strip lights247,000Electronics
65harry potter246,000Media
66pop socket243,000Misc
67sd card240,000Electronics
68ring238,000Misc
69xbox one controller238,000Electronics
70doctor who237,000Media
71microwave237,000Home
72usb c cable236,000Electronics
73good omens235,000Media
74gaming laptop232,000Electronics
75mattress232,000Home
76prime video231,000Media
77vacuum cleaner229,000Home
78hbo224,000Media
79iphone xr cases222,000Misc
80computer desk216,000Home
81protein powder216,000Food
82socks213,000Clothing
83avengers endgame211,000Media
84echo209,000Electronics
85books207,000Misc
86shoe rack205,000Home
87tv stand203,000Home
88yoga mat203,000Home
89aaa batteries202,000Misc
90computer monitor202,000Electronics
91gaming headset202,000Misc
92blender200,000Home
93dash cam197,000Electronics
94gaming pc197,000Electronics
95luggage196,000Home
96usb hub196,000Electronics
97camera195,000Electronics
98iphone 11 case195,000Misc
99pokemon195,000Media
100projector194,000Electronics

Two different Apple products make the top 10—Airpods and iPad. It’s interesting that Airpods and iPads have their own search term distinctive from their broader categories (wireless headphones and tablets), demonstrating Apple’s strong brand recognition in America.

Of course, Apple is also dominant in the personal tech market more broadly. For instance, iPhones make up 46% of the U.S. smartphone market by number of devices sold.

Top 100 Amazon Product Searches Globally

Like the U.S. top searches, Nintendo Switch comes in at number one worldwide, with over 2 million approximate monthly searches.

RankKeywordSearch VolumeCategory
1nintendo switch2,520,000Electronics
2laptop1,990,000Electronics
3ssd1,780,000Electronics
4kindle1,420,000Electronics
5ps41,420,000Electronics
6airpods1,350,000Electronics
7ipad1,290,000Electronics
8tablet1,150,000Electronics
9iphone1,140,000Electronics
10alexa1,120,000Electronics
11headphones1,110,000Electronics
12game of thrones1,040,000Media
13lego1,020,000Misc
14switch955,000Electronics
15fitbit910,000Electronics
16tv905,000Electronics
17harry potter859,000Media
18xiaomi836,000Electronics
19monitor795,000Electronics
20apple watch703,000Electronics
21iphone 7691,000Electronics
22wireless earbuds687,000Electronics
23iphone x670,000Electronics
24fire stick664,000Electronics
25bluetooth headphones655,000Electronics
26samsung611,000Electronics
27iphone 8606,000Electronics
28iphone xr606,000Electronics
29mouse577,000Electronics
30micro sd card576,000Electronics
31gaming chair574,000Home
32air fryer567,000Home
33echo dot560,000Electronics
34smart watch547,000Electronics
35smartphone545,000Electronics
36external hard drive526,000Electronics
37instant pot516,000Home
38roku514,000Electronics
39star wars512,000Media
40ps4 controller508,000Electronics
41water bottle507,000Home
42keyboard499,000Electronics
43chromebook491,000Electronics
44huawei490,000Electronics
45gaming mouse484,000Electronics
46pokemon483,000Media
47shoes479,000Clothing
48backpack473,000Clothing
49playstation 4472,000Electronics
50earbuds471,000Electronics
51echo467,000Electronics
52toilet paper467,000Home
53smartwatch461,000Electronics
54notebook459,000Electronics
55iphone 11454,000Electronics
56power bank454,000Electronics
57xbox one452,000Electronics
58wireless mouse450,000Electronics
59gaming pc449,000Electronics
60desk443,000Home
61office chair442,000Home
62mouse pad439,000Home
63redmi note 7433,000Electronics
64printer431,000Electronics
65chromecast430,000Electronics
66gaming laptop429,000Electronics
67hdmi cable422,000Electronics
68earphones421,000Electronics
69wireless headphones420,000Electronics
70drone415,000Electronics
71books408,000Misc
72funko pop406,000Misc
73nintendo switch games402,000Electronics
74amazon400,000Misc
75camera398,000Electronics
76gift card396,000Misc
77sd card396,000Electronics
78xbox one controller392,000Electronics
79ps4 games388,000Electronics
80rtx 2060387,000Electronics
81laptops385,000Electronics
82ring doorbell383,000Home
83ipad pro381,000Electronics
84ps4 pro378,000Electronics
85gopro375,000Electronics
86the boys375,000Media
87bluetooth earbuds369,000Electronics
88weighted blanket368,000Home
89windows 10368,000Electronics
90paper towels367,000Home
91avengers endgame366,000Media
92lego star wars362,000Misc
93xiaomi redmi note 7362,000Electronics
94microwave361,000Home
95bluetooth speakers360,000Electronics
96good omens357,000Media
97coffee356,000Food
98nike356,000Clothing
99projector355,000Electronics
100vans355,000Clothing

Interestingly, three different Apple products appear in the top 10 global searches—Airpods, iPad, and iPhone. Additionally, a couple of older iPhone models make the overall ranking—iPhone 7 comes in at 21st place, and iPhone 8 takes the 28th spot.

On the U.S. list, these older iPhone models don’t even make the top 100.

Keyword Category Rankings

When it comes to top-ranking keywords, the electronics category appears to be the most important to Americans. Over half the U.S. top product searches fall under electronics, with the home category in second place.

Here’s a look at the full U.S. category breakdown:

Interestingly, when comparing the order of categories in the U.S versus worldwide, the sections remain mostly the same:

Category# of U.S. Keywords# of Global Keywords
Electronics5170
Home2212
Media97
Misc136
Clothing34
Food21

Like the U.S., electronics comes in at number one worldwide. However, it’s an even larger portion for the global ranking—70 keyword searches on the global list are for electronics.

The home category is more popular in the U.S. than across the globe, with 22 in the U.S. versus 12 worldwide. In America, air fryer is the most popular keyword search under this section—possibly because people were looking for a quick way to make their meals while they were busy playing Animal Crossing on their Switches.

The second most popular U.S. keyword under the home category is toilet paper. Considering the toilet paper shortages in the spring of 2020, this makes sense, as stores began limiting the number of rolls a person could purchase.

What Will 2021 Bring?

Based on the top 100 list, both globally and in the U.S., it’s clear that when searching on Amazon, a majority of consumers are looking for electronics.

However, the specific electronics they’re searching for (such as iPhones and Nintendo Switches), helps to provide some context around the products people are interested in, as well as the particular brands that are currently on everyone’s radar.

Will the Switch get switched out of the top spot in 2021? Because electronics tend to update so frequently, it’s very possible.

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Written by Priyam Sehgal

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