Top Searches on Amazon (as of 2018)

Joshua Hardwick
Head of Content @ Ahrefs (or, in plain English, I'm the guy responsible for ensuring that every blog post we publish is EPIC). Founder @ The SEO Project.

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    Are you curious as to which products get the most searches on Amazon? Today is your lucky day.

    In this post, I’m going to share the following new pieces of data with you:

    • Top100 Amazon searches (US)—a list of the most popular Amazon searches in the US as of 2018.
    • Top100 Amazon searches (Worldwide)—the same data but with searches from outside of the United States too (and with global search volumes).

    But first, a quick announcement:

    We’ll soon be adding Amazon search volumes and metrics to Keywords Explorer.

    Here’s what that will look like:

    Preview of Amazon data in Ahrefs’ Keywords Explorer — to be released soon!

    That means you’ll soon be able to check keyword metrics across four search engines with Keywords Explorer—Google, YouTube, Bing, and Amazon!

    Sidenote.
    Here are the top searches on Google, Bing, and YouTube—in case you missed them.

    Now, it’s data time!

    Top 100 Amazon searches in the US (as of 2018)

    Right away, you can see that searches for gadgets dominate this list—laptops, bluetooth speakers, smartwatches, SSDs, gaming controllers and so on.

    #KeywordSearch Volume
    1nintendo switch4,110,000
    2fidget spinner3,290,000
    3laptop2,680,000
    4headphones1,730,000
    5fitbit1,690,000
    6ps41,570,000
    7external hard drive1,550,000
    8bluetooth headphones1,540,000
    9instant pot1,540,000
    10kindle1,510,000
    11tv1,350,000
    12fire stick1,350,000
    13tablet1,280,000
    14micro sd card1,270,000
    15ipad1,260,000
    16ssd1,230,000
    17roku1,180,000
    18toilet paper1,170,000
    19backpack1,150,000
    20wireless headphones1,080,000
    21game of thrones1,080,000
    22iphone 7 case1,070,000
    23books1,070,000
    24monitor1,060,000
    25bluetooth speakers1,010,000
    26essential oils960,000
    27pop socket939,000
    28air fryer937,000
    29paper towels931,000
    30desk930,000
    31iphone charger925,000
    32water bottle918,000
    33doctor who905,000
    34xbox one902,000
    35iphone 7 plus case896,000
    36switch891,000
    37alexa886,000
    38harry potter884,000
    39coffee maker884,000
    40hdmi cable867,000
    41lego859,000
    42shoes854,000
    43kindle fire847,000
    44iphone x case846,000
    45wireless mouse832,000
    46printer828,000
    47iphone 6 case824,000
    48iphone 6818,000
    49iphone 7815,000
    50gaming mouse812,000
    51office chair807,000
    52star wars806,000
    53shower curtain800,000
    54mouse pad789,000
    55iphone 6s case779,000
    56gift card775,000
    57keyboard769,000
    58yoga mat769,000
    59gaming chair767,000
    60sd card759,000
    61earbuds756,000
    62echo753,000
    63socks747,000
    64xbox one controller734,000
    65apple watch729,000
    66protein powder722,000
    67camera720,000
    68solar eclipse glasses720,000
    69mouse711,000
    70drone709,000
    71eclipse glasses691,000
    72projector690,000
    73iphone689,000
    74iphone 8 plus case681,000
    75mattress674,000
    76playstation 4672,000
    77microwave671,000
    78coffee670,000
    79dash cam667,000
    80smart watch657,000
    81fidget cube649,000
    82vacuum cleaner647,000
    83laptops645,000
    84nerf guns643,000
    85bluetooth earbuds640,000
    86ps4 games640,000
    87router639,000
    88echo dot636,000
    89fan632,000
    90gtx 1070623,000
    91computer desk622,000
    92ps4 controller621,000
    93blender620,000
    94wireless earbuds614,000
    95iphone 6s614,000
    96snes classic613,000
    97prime video612,000
    98hard drive610,000
    99luggage608,000
    100gtx 1080606,000

    So much so, that 53/100 of our top searches are (almost ⅔) are for gadgets.

    That’s excluding searches for iPhone accessories too, of which there are many.

    What’s the most popular iPhone accessory? Cases.

    Here are the most popular iPhone case models and their search volumes:

    #KeywordSearch Volume
    1iphone 7 case1,070,000
    2iphone 7 plus case896,000
    3iphone x case846,000
    4iphone 6 case824,000
    5iphone 6s case779,000
    6iphone 8 plus case681,000

    (It looks like a lot of people are still rocking iPhone 6’s and 7’s.)

    Speaking of iPhone accessories, there are 1.54M monthly searches for “Bluetooth headphones,” which makes it the 8th most popular product search on our list. That’s no doubt down to Apple (and other phone manufacturers) removing headphone jacks in recent years.

    Sidenote.
    There are a further 1.08M searches for “wireless headphones” and 640K for “Bluetooth earbuds.”.

    Amazon also appears to be a popular place to purchase games consoles and games.

    The Nintendo Switch tops the list with 4.1M monthly searches, followed by the PS4 with 1.57M, then the Xbox One with 902K, and finally the Snes Classic (ooh, retro!) with 613K.

    Gaming mice and chairs are popular too with almost 1.58M combined monthly searches.

    But what else is popular on Amazon besides gadgets and games?

    Well, there are still a fair few searches for “books” (1.07M) which, of course, is what started this whole thing for Amazon back in the ’90s. But it looks as though most people prefer to do their reading on electronic devices these days as there are 1.51M searches for “kindle.”

    The Kindle isn’t the only one of Amazon’s branded devices that’s popular either—their Fire Stick and Echo products get millions of combined monthly searches.

    Other than that, there are many searches for everyday essentials and other “basic” items:

    #KeywordSearch Volume
    1toilet paper1,170,000
    2paper towels931,000
    3water bottle918,000
    4shower curtain800,000
    5coffee670,000
    6fan632,000

    Oh, and one non‐physical product made it to the list too: “prime video” (612K monthly searches).

    Is Amazon catching up with Netflix? Maybe.

    Either way, one thing is for sure: Amazon is genuinely an everything store. It’s no longer just about books.

    Now let’s see how the most popular Amazon searches in the US compare to the rest of the World.

    Top 100 Amazon searches in the World (as of 2018)

    It looks like the Nintendo Switch is just as popular elsewhere as it is in the United States.

    #KeywordSearch Volume
    1nintendo switch9,070,000
    2fidget spinner6,300,000
    3ps45,760,000
    4laptop5,660,000
    5ssd4,080,000
    6kindle4,070,000
    7tablet3,590,000
    8switch3,340,000
    9iphone 73,340,000
    10iphone 63,150,000
    11fitbit3,030,000
    12headphones2,900,000
    13redmi 4a2,870,000
    14iphone2,790,000
    15ipad2,780,000
    16redmi 42,620,000
    17lego2,540,000
    18harry potter2,490,000
    19tv2,480,000
    20iphone 6s2,310,000
    21game of thrones2,260,000
    22bluetooth headphones2,050,000
    23monitor2,050,000
    24star wars2,050,000
    25external hard drive2,000,000
    26xbox one1,980,000
    27iphone x1,920,000
    28instant pot1,890,000
    29books1,880,000
    30playstation 41,850,000
    31alexa1,760,000
    32micro sd card1,750,000
    33drone1,750,000
    34shoes1,740,000
    35samsung galaxy s81,730,000
    36spinner1,710,000
    37backpack1,690,000
    38gtx 10601,670,000
    39power bank1,640,000
    40samsung1,630,000
    41gtx 10701,620,000
    42fire stick1,600,000
    43ps4 pro1,580,000
    44mouse1,570,000
    45vans1,540,000
    46wireless headphones1,530,000
    47smartphone1,520,000
    48gtx 10801,510,000
    49smart watch1,510,000
    50bluetooth speakers1,490,000
    51iphone se1,440,000
    52redmi note 41,430,000
    53iphone 7 plus1,430,000
    54iphone 81,400,000
    55samsung galaxy s71,390,000
    56keyboard1,390,000
    57iphone 7 case1,390,000
    58earphones1,370,000
    59camera1,360,000
    60roku1,360,000
    61gopro1,350,000
    62water bottle1,350,000
    63gaming mouse1,340,000
    64xiaomi1,340,000
    65laptops1,320,000
    66printer1,320,000
    67ps4 games1,300,000
    68lego star wars1,290,000
    69nerf1,280,000
    70wireless mouse1,270,000
    71huawei1,270,000
    72apple watch1,270,000
    73hand spinner1,260,000
    74toilet paper1,260,000
    75doctor who1,250,000
    76raspberry pi 31,240,000
    77echo1,240,000
    78gaming pc1,230,000
    79sd card1,230,000
    80windows 101,230,000
    81nike1,230,000
    82watch1,210,000
    83hdmi cable1,210,000
    84playmobil1,200,000
    85adidas1,200,000
    86ps4 controller1,200,000
    87xbox one controller1,190,000
    88pop socket1,190,000
    89notebook1,190,000
    90lg g61,180,000
    91essential oils1,180,000
    92mobile1,180,000
    93mp3 player1,170,000
    94iphone 5s1,170,000
    95nokia 61,170,000
    96desk1,160,000
    97anker1,150,000
    98free kindle books1,150,000
    99ニンテンドースイッチ1,150,000
    100projector1,140,000

    Furthermore, “switch” is at #8 with 3.34M monthly searches. And that Japanese writing you see in position #99 is Japanese for “Nintendo Switch.”

    So yeah, I think it’s fair to say that people are lovin’ the Switch!

    Same goes for iPhone’s. They’re even more popular Worldwide than in the US.

    Here are the top iPhone searches (and their respective volumes):

    #KeywordSearch Volume
    1iphone 73,340,000
    2iphone 63,150,000
    3iphone2,790,000
    4iphone 6s2,310,000
    5iphone x1,920,000
    6iphone se1,440,000
    7iphone 81,400,000
    8iphone 5s1,170,000

    Interestingly, while there are millions of searches for older models like the iPhone SE and iPhone 5S around the world, these phones didn’t even make it to the top 100 searches in the US.

    There are also millions of searches for other non‐Apple smartphones on this list whereas there were no such searches on the US list.

    Here are just a few of them:

    #KeywordSearch Volume
    1redmi 4a2,870,000
    2redmi 42,620,000
    3samsung galaxy s81,730,000
    4redmi note 41,430,000
    5samsung galaxy s71,390,000
    6nokia 61,170,000

    However, one of the noticeable differences with the US data is the comparable lack of searches for everyday essentials (toilet paper, paper towels, etc.)

    For example, although “toilet paper” does still make it into the top 100 Worldwide searches (#74), you’ll notice that the search volume is 1.26M. That’s only 90K higher than the US‐only volume, meaning that 92.9% of searches for “toilet paper” come from the US.

    Perhaps Amazon hasn’t yet made the push into this market outside the US?

    Full Amazon Keywords Explorer is coming soon!

    Did you know that we have a keyword research tool called Ahrefs’ Keywords Explorer?

    Here’s how it works: You enter a “seed” keyword and then we show you how many times it gets searched on Google each month.

    SEO metrics for “xbox” via Ahrefs’ Keywords Explorer.

    We also generate THOUSANDS of keyword suggestions based on your chosen keyword.

    Phrase match report for “xbox” in Ahrefs’ Keywords Explorer.

    Now wouldn’t it be cool if there was a tool that did the same thing for Amazon?

    Definitely. That’s why we decided to make one—we’ll be integrating it into Keywords Explorer soon.

    Here’s what it will look like:

    Preview of Amazon data in Ahrefs’ Keywords Explorer — to be released soon!

    It will display the most popular product searches on Amazon (from the US and elsewhere) along with historical search trends. You will also be able to find Amazon product ideas using our various reports.

    We think this is going to be a game changer for FBA sellers. 😉

    Estimated launch date: Early‐2019.

    Stay tuned! 🙂

    Joshua Hardwick
    Head of Content @ Ahrefs (or, in plain English, I'm the guy responsible for ensuring that every blog post we publish is EPIC). Founder @ The SEO Project.

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    • Referring domains 19
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    Shows how many different websites are linking to this piece of content. As a general rule, the more websites link to you, the higher you rank in Google.

    Shows estimated monthly search traffic to this article according to Ahrefs data. The actual search traffic (as reported in Google Analytics) is usually 3-5 times bigger.

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