Ranked: The Top 100 Product Searches on Amazon

What Products are People Searching for on Amazon?

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.