Ranked: The Top 100 Product Searches on Amazon
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Ranked: The Top 100 Product Searches on Amazon

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Ranked: The Top 100 Product Searches on Amazon

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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.

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Technology

Visualizing the World’s Top Social Media and Messaging Apps

From Twitter to TikTok, this infographic compares the universe of social media and messaging platforms by number of monthly active users.

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The Social Media Universe in 2022

For a time, life in the social media universe was mostly uneventful. Consider these spicy (at the time) headlines:

In hindsight, the years leading up to 2016 were downright sleepy in comparison with what would follow. Donald Trump’s meteoric, tweet-powered rise to the presidency. The Cambridge Analytica scandal. Congressional hearings on privacy and bias. TikTok at the center of souring U.S.–China relations. Each new day brought a fresh wave of controversy the shores of once infallible social media platforms.

Today, the honeymoon phase is long over and the messiness of running a global social platform is now on full display. Nowhere is this more evident than Twitter during the current Elon Musk transitional period—but more details on that later.

For now, let’s explore the social media universe in 2022.

Mapping the Social Media and Messaging Universe

In 2022, the social universe is looking more crowded than in previous years.

The scale of Meta’s platforms still dominate thanks to their global reach, but there are a number of smaller networks fighting for market share. Here’s a look at popular platforms, organized from largest to smallest active userbase:

Visualisation showing the largest social media platforms by monthly active users

Meanwhile, here are the top 10 social media and messaging platforms by publicly-available monthly active users:

RankPlatform NameParent CompanyPrimary FunctionMonthly Active Users
#1FacebookMeta PlatformsSocial network2.9 billion
#2YouTubeAlphabetVideo content2.3 billion
#3WhatsAppMeta PlatformsMessaging2.0 billion
#4MessengerMeta PlatformsMessaging1.3 billion
#5InstagramMeta PlatformsVideo content1.2 billion
#6WeChat TencentMessaging1.2 billion
#7TikTokByteDanceVideo content732 million
#8Telegramn/aMessaging700 million
#9DouyinByteDanceVideo content600 million
#10QQTencentMessaging 595 million

YouTube is the only true competition for Meta’s scale and reach. Alphabet’s video content hub with social features boasts more than two billion monthly active users. YouTube’s embrace of the creator economy is nudging the platform further into pure social media territory with the introduction of “handles”.

As seen in the visualization above, China has its own ecosystem of large social and messaging platforms—the largest of these being WeChat.

The only platform in the top 20 that is not based in either the U.S. or China is the privacy-focused messaging app, Telegram. The Dubai-based company has a unique backstory. It was created after the founders of Russian social network VK left the country after resisting government pressure to release data on the social network’s users in Ukraine.

Today, there are also a number of smaller, special interest platforms. OnlyFans, for example, is focused on adult content creators. Parler and Truth Social appeal to users who want fewer constraints on the content they post and consume. BeReal aims to create more authentic moments by prompting users to post a photo at a random time each day.

Below, we dig into a few of these platforms into more depth.

zuckerberg meta 2022

Big Trouble in Little Metaverse

Having a figurehead CEO is a double-edged sword. When things are going well, the market rallies around the successful leader. Case in point, Mark Zuckerberg was named Time’s Person of the Year in 2010. Even as recently as 2016, Glassdoor named the Facebook founder the “most admired tech CEO”.

On the flip side, when the tide turns, it turns fast. After a series of controversies, Zuckerberg took a multi-billion-dollar gamble by renaming his entire company Meta and pivoting its focus to the burgeoning idea of a metaverse. Meta’s New Horizons platform is rumored to have plateaued at about 200,000 active users, which is underwhelming for a company that still reaches a sizable slice of humanity with its other services.

Part of Meta’s near-term success hinges on VR headsets being a hot gift this holiday season. Meta’s cheapest headset is $400, which could be a tough sell in today’s economic environment.

Chart showing falling consumer sentiment in the united states in 2022

Of course, it’s too early to know whether Zuckerberg’s gamble will pay off. As always, all is forgiven once a business unit takes off and becomes profitable.

elon musk twitter 2022

Microblogging with Macro Expectations

Twitter has a complicated history.

The company was launched in the shadow of Facebook’s massive growth, and was saddled with expectations that were tough to meet. Although Twitter has an engaged and influential audience, it hasn’t managed to monetize them at the level of Meta’s platforms (for better or worse). The introduction of Twitter Blue in 2021 did not resonate with users at the scale the company hoped, and “fleets” were essentially written off as a failed experiment.

In addition, Twitter is a magnet for criticism and debate around free speech, in part because of its central place in political discourse.

These issues are directly related to the company’s recent sale to Elon Musk. At the time of this article, Twitter finds itself in the midst of a painful, and very public, internal restructuring.

If reports of an exodus of talent and advertising dollars are to be believed, then the future of one of world’s most influential social media platforms could be at risk.

social media TikTok Douyin 2022

TikTok

Social media has always been dominated by Facebook and its related apps. When a new challenger came along, Facebook either acquired it (Instagram, WhatsApp), or “acquired” their features (Snapchat). TikTok is the first challenger to keep its momentum and growth, even as Instagram rolled out very similar features.

TikTok is also a rare case of a Chinese tech product crossing over into Western markets. The ascendancy of TikTok was not without controversy though. Suspicion over Chinese access to user data continues to be an issue both in the U.S., and in other large markets around the world. TikTok has been banned in India since 2020.

Despite these headwinds, TikTok remains wildly popular. The short-form video platform was the number one downloaded app on the planet, and it remains a favorite of the all-important Gen Z demographic.

nextdoor neighbors citizen 2022

We Shall Surveil

In recent years, neighborhood-based social networks have sprung up and gained traction. NextDoor used physical letters sent to adjacent addresses to supercharge its growth, while Neighbors piggybacked off the popularity of Ring’s doorbell cameras. Although members post about more benign topics such as lost cats and where to find a good plumber, crime is an increasingly common theme as well.

Apps like Neighbors and Citizen have a more overt focus on crime and safety. While the growth of these apps reflects an obvious interest preventing crime, critics point out that the ubiquity of personal surveillance equipment and forums built purely around public safety promote a culture of suspicion in communities.

This type of social network is still quite new, so it remains to be seen if they remain niche communities, or grow into something bigger.

Chaos and Opportunity

It was Sun Tzu who famously said, “In the midst of chaos, there is also opportunity”.

This is the risk and opportunity in the social media universe today. With their massive networks and high switching costs (e.g. personalization, library of existing posts), the largest platforms have created moats that make life hard for upstart brands looking to replace established platforms. On the other hand, controversy on platforms like Twitter and Facebook may cause some users to consider new options.

The multi-billion-dollar question—is dissatisfaction with major platforms temporary, or will emerging networks like Mastodon or BeReal hit critical mass and become new staples for people connecting online. Time will tell.

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Visualized: FTX’s Leaked Balance Sheet

As Sam Bankman-Fried’s crypto exchange FTX files for bankruptcy, this graphic visualizes FTX’s balance sheet leaked by the Financial Times.

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Visualizing FTX’s Balance Sheet Before Bankruptcy

In a difficult year for the crypto space that has been full of hacks, failing funds, and decentralized stablecoins going to zero, nothing has compared to FTX and Sam Bankman-Fried’s (SBF) rapid implosion.

After an astronomical rise in the crypto space over the past three years, crypto exchange FTX and its founder and CEO SBF have come crashing back down to earth, largely unraveled by their misuse of customer funds and illicit relationship with trading firm Alameda Research.

This graphic visualizes FTX’s leaked balance sheet dated to November 10th, and published by the Financial Times on November 12th. The spreadsheet shows nearly $9 billion in liabilities and not nearly enough illiquid cryptocurrency assets to cover the hole.

How did FTX wind up in this position?

How FTX’s Bankruptcy Unfolded

FTX’s eventual bankruptcy was sparked by a report on November 2nd by CoinDesk citing Alameda Research’s balance sheet. The article reported Alameda’s assets to be $14.6 billion, including $3.66 billion worth of unlocked FTT and $2.16 billion of FTT collateral.

With more than one-third of Alameda’s assets tied up in FTX’s exchange token FTT (including loans backed by the token), eyebrows were raised among the crypto community.

Four days later on November 6th, Alameda Research’s CEO, Caroline Ellison, and Sam Bankman-Fried addressed the CoinDesk story as unfounded rumors. However, on the same day, Binance CEO Changpeng Zhao (CZ) announced that Binance had decided to liquidate all remaining FTT on their books, kicking off a -7.6% decline in the FTT token on the day.

Back and Forth with Binance’s CZ

While Ellison publicly offered to buy CZ’s FTT directly “over the counter” to avoid further price declines and SBF claimed in a now-deleted tweet that “FTX is fine. Assets are fine.”, FTX users were withdrawing their funds from the exchange.

Less than 24 hours later on November 7th, both SBF and CZ tweeted that Binance had signed a non-binding letter of intent for the acquisition of FTX, pending due diligence.

The next day, the acquisition fell apart as Binance cited corporate due diligence, leaving SBF to face a multi-directional liquidity crunch of users withdrawing funds and rapidly declining token prices that made up large amounts of FTX and Alameda’s assets and collateral for loans.

FTX’s Liabilities and Largely Illiquid Assets

In the final days before declaring bankruptcy, FTX CEO Sam Bankman-Fried attempted a final fundraising in order restore stability while billions in user funds were being withdrawn from his exchange.

The balance sheet he sent around to prospective investors was leaked by the Financial Times, and reveals the exchange had nearly $9 billion in liabilities while only having just over $1 billion in liquid assets. Alongside the liquid assets were $5.4 billion in assets labeled as “less liquid” and $3.2 billion labeled as “illiquid”.

When examining the assets listed, FTX’s accounting appears to be poorly done at best, and fraudulently deceptive at worst.

Of those “less liquid” assets, many of the largest sums were in assets like FTX’s own exchange token and cryptocurrencies of the Solana ecosystem, which were heavily supported by FTX and Sam Bankman-Fried. On top of this, for many of these coins the liquidity simply wouldn’t have been there if FTX had attempted to redeem these cryptocurrencies for U.S. dollars or stablecoin equivalents.

While the liquid and less liquid assets on the balance sheet amounted to $6.3 billion (still not enough to equal the $8.9 billion in liabilities), many of these “less liquid” assets may as well have been completely illiquid.

Relationship with Alameda Research

When looking at FTX’s financials in isolation, it’s impossible to understand how one of crypto’s largest exchanges ended up with such a lopsided and illiquid balance sheet. Many of the still unfolding details lie in the exchange’s relationship with SBF’s previous venture that he founded, trading firm Alameda Research.

Founded by SBF in 2017, Alameda Research primarily operated as a delta-neutral (a term that describes trading strategies like market making and arbitrage that attempt to avoid taking directional risk) trading firm. In the summer of 2021, SBF stepped down from Alameda Research to focus on FTX, however his influence and connection with the firm was still deeply ingrained.

A report from the Wall Street Journal cites how Alameda was able to amass crypto tokens ahead of their announced public FTX listings, which were often catalysts in price surges. Alongside this, a Reuters story has revealed how SBF secretly moved $10 billion in funds to Alameda, using a bookkeeping “back door” to avoid internal scrutiny at FTX.

While SBF responded to the Reuters story by saying they “had confusing internal labeling and misread it,” there are few doubts that this murky relationship between Alameda Research and FTX was a fatal one for the former billionaire’s empire.

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