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Top Searches on Amazon (as of 2020)

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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  • Organic traffic 789
Data from Content Explorer tool.
    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:

    • Top 100 Amazon searches (US)—a list of the most popular Amazon searches in the US as of 2020.
    • Top 100 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 suggestion for those doing Amazon keyword research:

    You can see Amazon search volume data for 159 million keywords in Ahrefs’ Keywords Explorer.

    Amazon search data in Ahrefs’ Keywords Explorer for “Nintendo Switch”

    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 2020)

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

    So much so, that 50% of searches are for gadgets.

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

    Here are the most popular ones:

    #KeywordSearch Volume
    1iphone charger287,000
    2iphone xr cases222,000
    3iphone 11 case195,000

    Speaking of iPhone accessories, there are 447,000 monthly searches for “Bluetooth headphones,” which makes it the 14th 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 257,000 searches for “wireless headphones,” and 284,000 for “Bluetooth earbuds.”.

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

    The Nintendo Switch tops the list with 1.02M monthly searches, followed by the PS4 with 370,000.

    Gaming mice and chairs are popular too, with 668,000 combined monthly searches.

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

    Well, there are still a fair few searches for “books” (207,000) 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 475,000 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 lots of searches for everyday essentials and other “basic” items:

    #KeywordSearch Volume
    1toilet paper422,000
    2paper towels357,000
    3water bottle314,000
    4coffee261,000
    5aa batteries257,000
    6shower curtain255,000

    Oh, and one non-physical product made it to the list too: “prime video” (231,000 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 the most popular Amazon searches in the US compared to the rest of the World.

    Top 100 Amazon searches in the World (as of 2020)

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

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

    Furthermore, “switch” is at #14 with 955,000 monthly searches.

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

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

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

    #KeywordSearch Volume
    1iphone1,140,000
    2iphone 7691,000
    3iphone x670,000
    4iphone 8606,000
    5iphone xr606,000
    6iphone 11454,000

    Interestingly, while there are hundreds of thousands of searches for older models like the iPhone 7 and 8 around the world, these phones didn’t even make it to the top 100 searches in the US.

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

    Here are just a couple of them:

    #KeywordSearch Volume
    1redmi note 7433,000
    2xiaomi redmi note 7362,000

    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 (#52), you’ll notice that the search volume is 467,000. That’s only 45,000 higher than the US-only volume, meaning that 90.36% of searches for “toilet paper” come from the US.

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

    See more Amazon search data in Keywords Explorer

    Do you want to know the number of searches for a specific query on Amazon?

    Go to Ahrefs’ Keywords Explorer, enter a query and select Amazon as your search engine.

    Let’s see how many people search for “bellroy” each month in the US.

    Amazon search volume for “bellroy” in the US

    3.9K searches. That’s a lot of people with great taste in wallets!

    It also looks like Bellroy is popular in Japan, Germany, UK, Canada, and the Philippines.

    But wait, there’s more!

    Using one of the reports on the left-hand menu, it’s possible to dig deeper and see the other queries people are making on Amazon in relation to this topic.

    Screenshot 2020 02 28 at 17.57.27

    Fancy learning more about the searches people are making on Amazon?

    Take Keywords Explorer for a spin with a 7‑day trial for $7. 😉

    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.



    Article stats

    • Referring domains 44
    • Organic traffic 789
    Data from Content Explorer tool.