Top Amazon product searches in the U.S.

Most U.S. consumers are looking for electronics when they start an Amazon product search

Amazon is probably the world’s number one online marketplace and one of the largest tech companies in the world. And it has also become a great competitor to Google and other search engines. Especially when it comes to direct product searches, Amazon is big in the game: According to a survey by Adeptmind, 47% of U.S. consumers in 2018 started their product search directly on Amazon, leaving Google as the initial product search destination behind (35%). In terms of total product searches, Amazon has overtaken Google as well: 54% of product searches started directly on Amazon in 2018, as compared to Google with only 46%. A closer look on the actual keywords that U.S. consumers search for on Amazon reveals a clear category leader in the Amazon product portfolio:

Amazon key search terms
Current data published by SEO expert Ahrefs shows that the top 100 keywords for Amazon searches in 2020 have a clear tendency towards one product category: Electronics. More than half of the 100 most frequently used search words on Amazon are for electronic devices and supplies. Among the top 10, the Electronics category is even more dominant: The only keyword among the top 10 Amazon search words which is from a category other than electronics is “game of thrones” in rank 7. It is therefore a real exception in the Media category, which counts only 9 keywords among the top 100, most of them in the lower ranks. The second most frequently searched for product category in the ranking is Home, with a total of 22 keywords among the top 100. Clothing and Food are far off with 3 and 2 search words, respectively. 13 among the top 100 Amazon search words are related to other categories, among them search terms like “gift card”, “ring” or “lego”. With more than one million searches per month1 “nintendo switch” is the number one Amazon search keyword in the U.S. in 2020.

The dominance of electronics in the Amazon search words ranking is no surprise, the store data paints a similar picture: From the US$86 billion in net sales that generated in 2019, 55% came from the Electronics & Media category. The sub-category Consumer Electronics alone was responsible for 34% of net sales. The categories Toys, Hobby & DIY as well as Furniture & Appliances follow, with net sales shares of 22% and 14%, respectively. Food & Personal Care and Fashion are as far off in the revenue split as they are in the keyword ranking. Amazon is thus an undisputed heavy weight among online electronics shopping destinations, clothing and food are bought elsewhere.


1: data as of April 2020

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November 2020