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:
|7||game of thrones||518,000||Media|
|17||external hard drive||412,000||Electronics|
|20||micro sd card||402,000||Electronics|
|33||gift cards for amazon||314,000||Misc|
|48||nintendo switch games||270,000||Electronics|
|59||amazon gift cards||254,000||Misc|
|64||led strip lights||247,000||Electronics|
|69||xbox one controller||238,000||Electronics|
|72||usb c cable||236,000||Electronics|
|79||iphone xr cases||222,000||Misc|
|98||iphone 11 case||195,000||Misc|
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.
|12||game of thrones||1,040,000||Media|
|30||micro sd card||576,000||Electronics|
|36||external hard drive||526,000||Electronics|
|63||redmi note 7||433,000||Electronics|
|73||nintendo switch games||402,000||Electronics|
|78||xbox one controller||392,000||Electronics|
|92||lego star wars||362,000||Misc|
|93||xiaomi redmi note 7||362,000||Electronics|
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|
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.
How Big Tech Revenue and Profit Breaks Down, by Company
How do the big tech giants make their money? This series of graphics shows a breakdown of big tech revenue, using Q2 2022 income statements.
In the media and public discourse, companies like Alphabet, Apple, and Microsoft are often lumped together into the same “Big Tech” category. After all, they constitute the world’s largest companies by market capitalization.
And because of this, it’s easy to assume they’re in direct competition with each other, fiercely battling for a bigger piece of the “Big Tech” pie. But while there is certainly competition between the world’s tech giants, it’s a lot less drastic than you might imagine.
This is apparent when you look into their various revenue streams, and this series of graphics by Truman Du provides a revenue breakdown of Alphabet, Amazon, Apple, and Microsoft.
How Big Tech Companies Generate Revenue
So how does each big tech firm make money? Let’s explore using data from each company’s June 2022 quarterly income statements.
View the full-size infographic
In Q2 2022, about 72% of Alphabet’s revenue came from search advertising. This makes sense considering Google and YouTube get a lot of eyeballs. Google dominates the search market—about 90% of all internet searches are done on Google platforms.
View the full-size infographic
Perhaps unsurprisingly, Amazon’s biggest revenue driver is e-commerce. However, as the graphic above shows, the costs of e-commerce are so steep, that it actually reported a net loss in Q2 2022.
As it often is, Amazon Web Services (AWS) was the company’s main profit-earner this quarter.
View the full-size infographic
Apple’s biggest revenue driver is consumer electronics sales, particularly from the iPhone which accounts for nearly half of overall revenue. iPhones are particularly popular in the U.S., where they make up around 50% of smartphone sales across the country.
Besides devices, services like Apple Music, Apple Pay, and Apple TV+ also generate revenue for the company. But in Q2 2022, Apple’s services branch accounted for only 24% of the company’s overall revenue.
View the full-size infographic
Microsoft has a fairly even split between its various revenue sources, but similarly to Amazon its biggest revenue driver is its cloud services platform, Azure.
After AWS, Azure is the second largest cloud server in the world, capturing 21% of the global cloud infrastructure market.
Animation: The Most Popular Websites by Web Traffic (1993-2022)
This video shows the evolution of the internet, highlighting the most popular websites from 1993 until 2022.
The Most Popular Websites Since 1993
Over the last three decades, the internet has grown at a mind-bending pace.
In 1993, there were fewer than 200 websites available on the World Wide Web. Fast forward to 2022, and that figure has grown to 2 billion.
This animated graphic by James Eagle provides a historical look at the evolution of the internet, showing the most popular websites over the years from 1993 to 2022.
The 90s to Early 2000s: Dial-Up Internet
It was possible to go on the proto-internet as early as the 1970s, but the more user-centric and widely accessible version we think of today didn’t really materialize until the early 1990s using dial-up modems.
Dial-up gave users access to the web through a modem that was connected to an active telephone line. There were several different portals in the 1990s for internet use, such as Prodigy and CompuServe, but AOL quickly became the most popular.
AOL held its top spot as the most visited website for nearly a decade. By June 2000, the online portal was getting over 400 million monthly visits. For context, there were about 413 million internet users around the world at that time.
|Rank||Website||Monthly Visits (May 2000)|
But when broadband internet hit the market and made dial-up obsolete, AOL lost its footing, and a new website took the top spot—Yahoo.
The Mid 2000s: Yahoo vs. Google
Founded in 1994, Yahoo started off as a web directory that was originally called “Jerry and David’s Guide to the World Wide Web.”
When the company started to pick up steam, its name changed to Yahoo, which became a backronym that stands for “Yet Another Hierarchical Officious Oracle.”
Yahoo grew fast and by the early 2000s, it became the most popular website on the internet. It held its top spot for several years—by April 2004, Yahoo was receiving 5.6 billion monthly visits.
|Rank||Website||Monthly Visits (April 2004)|
But Google was close on its heels. Founded in 1998, Google started out as a simpler and more efficient search engine, and the website quickly gained traction.
Funny enough, Google was actually Yahoo’s default search engine in the early 2000s until Yahoo dropped Google so it could use its own search engine technology in 2004.
For the next few years, Google and Yahoo competed fiercely, and both names took turns at the top of the most popular websites list. Then, in the 2010s, Yahoo’s trajectory started to head south after a series of missed opportunities and unsuccessful moves.
This cemented Google’s place at the top, and the website is still the most popular website as of January 2022.
The Late 2000s, Early 2010s: Social Media Enters the Chat
While Google has held its spot at the top for nearly two decades, it’s worth highlighting the emergence of social media platforms like YouTube and Facebook.
YouTube and Facebook certainly weren’t the first social media platforms to gain traction. MySpace had a successful run back in 2007—at one point, it was the third most popular website on the World Wide Web.
|Rank||Website||Monthly Visits (Jan 2007)|
But YouTube and Facebook marked a new era for social media platforms, partly because of their impeccable timing. Both platforms entered the scene around the same time that smartphone innovations were turning the mobile phone industry on its head. The iPhone’s design, and the introduction of the App store in 2008, made it easier than ever to access the internet via your mobile device.
As of January 2022, YouTube and Facebook are still the second and third most visited websites on the internet.
The 2020s: Google is Now Synonymous With the Internet
Google is the leading search engine by far, making up about 90% of all web, mobile, and in-app searches.
What will the most popular websites be in a few years? Will Google continue to hold the top spot? There are no signs of the internet giant slowing down anytime soon, but if history has taught us anything, it’s that things change. And no one should get too comfortable at the top.
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