Top Amazon Searches (2021)

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).
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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:

    But first, a quick suggestion for those doing Amazon keyword research:

    You can see Amazon search volume data for 152 million keywords in Ahrefs’ Keywords Explorer.

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

    Now, it’s data time!

    #KeywordSearch Volume
    1nintendo switch1,263,407
    2laptop1,099,346
    3airpods855,823
    4headphones788,390
    5wireless earbuds703,093
    6ipad697,451
    7game of thrones653,749
    8fire stick622,172
    9ssd610,063
    10fitbit591,244
    11kindle581,663
    12tv580,188
    13air fryer561,401
    14bluetooth headphones549,827
    15roku548,871
    16toilet paper519,449
    17external hard drive506,238
    18tablet495,977
    19instant pot494,065
    20micro sd card493,335
    21gaming chair482,491
    22apple watch480,140
    23monitor473,300
    24earbuds465,049
    25ps4454,253
    26alexa444,657
    27paper towels440,166
    28desk429,144
    29office chair407,844
    30ring doorbell396,561
    31chromebook394,535
    32weighted blanket393,384
    33water bottle386,527
    34gift cards for amazon384,258
    35backpack382,832
    36hdmi cable375,424
    37lego370,836
    38wireless mouse370,512
    39mouse pad366,865
    40iphone charger351,935
    41hydro flask350,347
    42bluetooth earbuds350,006
    43gift card340,442
    44echo dot339,486
    45gaming mouse339,340
    46switch337,962
    47printer333,910
    48nintendo switch games333,553
    49keyboard331,997
    50bluetooth speakers331,268
    51iphone324,022
    52coffee320,407
    53aa batteries317,797
    54ps4 controller316,225
    55wireless headphones315,819
    56mouse314,685
    57shower curtain313,728
    58the boys313,015
    59shoes311,621
    60amazon gift cards311,151
    61led strip lights306,385
    62smart watch306,353
    63harry potter303,500
    64cbd oil303,386
    65kindle fire302,317
    66pop socket298,296
    67sd card295,962
    68xbox one controller294,260
    69ring292,785
    70microwave291,456
    71usb c cable290,467
    72good omens290,435
    73doctor who289,738
    74mattress286,366
    75gaming laptop286,317
    76hbo282,184
    77vacuum cleaner281,179
    78prime video272,182
    79iphone xr cases271,339
    80protein powder265,666
    81computer desk265,179
    82socks262,245
    83avengers endgame259,911
    84echo256,231
    85shoe rack251,839
    86iphone 11 case250,704
    87tv stand250,234
    88yoga mat249,780
    89aaa batteries249,034
    90gaming headset248,143
    91computer monitor247,997
    92blender246,489
    93books246,441
    94gaming pc243,361
    95dash cam241,448
    96pokemon241,286
    97luggage240,848
    98usb hub240,654
    99camera240,313
    100projector239,730

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

    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 xr cases271,339
    2iphone 11 case250,704

    Speaking of iPhone accessories, there are ~550,000 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 ~316,000 searches for “wireless headphones,” and ~350,000 for “Bluetooth earbuds.”

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

    The Nintendo Switch tops the list with 1.26M monthly searches, followed by the PS4 with ~454,000.

    Gaming mice and chairs are popular too, with ~822,000 combined monthly searches.

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

    Well, there are still a fair few searches for “books” (~246,000) 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~582,000 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 hundreds of thousands of combined monthly searches.

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

    #KeywordSearch Volume
    1toilet paper519,449
    2paper towels440,166
    3water bottle386,527
    4coffee320,407
    5aa batteries317,797
    6shower curtain313,728

    Oh, and one non-physical product made it to the list too: “prime video” (~272,000 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.

    #KeywordSearch Volume
    1nintendo switch3,148,976
    2laptop2,460,855
    3ssd2,301,292
    4ps41,769,799
    5kindle1,744,715
    6airpods1,686,028
    7ipad1,646,527
    8tablet1,435,357
    9alexa1,395,732
    10headphones1,380,821
    11iphone1,362,352
    12game of thrones1,356,414
    13lego1,288,886
    14switch1,234,682
    15fitbit1,153,231
    16tv1,116,702
    17harry potter1,096,508
    18monitor983,494
    19xiaomi959,215
    20apple watch873,773
    21wireless earbuds843,960
    22iphone 7825,898
    23fire stick816,578
    24bluetooth headphones807,508
    25iphone x786,576
    26samsung740,879
    27iphone xr737,520
    28iphone 8736,013
    29micro sd card718,758
    30gaming chair714,903
    31echo dot706,259
    32air fryer698,951
    33mouse695,475
    34smartphone672,084
    35smart watch668,846
    36star wars659,986
    37ps4 controller647,034
    38external hard drive643,125
    39water bottle640,884
    40instant pot630,709
    41roku624,374
    42keyboard624,215
    43chromebook622,898
    44pokemon615,588
    45huawei598,802
    46echo596,519
    47gaming mouse595,751
    48iphone 11583,857
    49backpack583,449
    50earbuds579,571
    51shoes577,309
    52toilet paper575,556
    53gaming pc571,727
    54playstation 4569,338
    55smartwatch560,879
    56wireless mouse557,022
    57desk551,686
    58power bank551,339
    59office chair550,239
    60notebook548,624
    61xbox one542,321
    62printer533,697
    63earphones531,845
    64mouse pad531,090
    65gaming laptop530,421
    66hdmi cable523,347
    67wireless headphones523,111
    68chromecast521,330
    69amazon501,582
    70nintendo switch games499,463
    71the boys497,025
    72drone494,577
    73sd card494,573
    74gift card494,231
    75xbox one controller493,401
    76ps4 games487,168
    77books486,754
    78camera483,902
    79avengers endgame479,784
    80ring doorbell477,038
    81gopro475,998
    82redmi note 7474,225
    83ipad pro474,126
    84ps4 pro469,931
    85powerbank468,824
    86funko pop468,287
    87good omens468,170
    88laptops467,237
    89windows 10465,168
    90lego star wars462,175
    91weighted blanket457,432
    92rtx 2060455,723
    93microwave454,824
    94anker453,854
    95fire tv stick453,328
    96bluetooth earbuds453,144
    97paper towels452,749
    98samsung galaxy s10452,254
    99blender441,503
    100projector441,020

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

    Furthermore, “switch” is at #14 with ~1.23M monthly searches.

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

    It’s a similar story for iPhones.

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

    #KeywordSearch Volume
    1iphone1,362,352
    2iphone 7825,898
    3iphone x786,576
    4iphone xr737,520
    5iphone 8736,013
    6iphone 11583,857

    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 7474,225
    2samsung galaxy s10452,254

    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 ~575,000. That’s only ~56,000 higher than the US-only volume, meaning that 90.25% 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.

    4.7K searches. That’s a lot of people with great taste in wallets!

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

    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.

    Looks like a lot of people want to buy the note sleeve!

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

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

    • Linking websites 76
    • Tweets 91
    Data from Content Explorer