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.
Every Mission to Mars in One Visualization
This graphic shows a timeline of every mission to Mars since 1960, highlighting which ones have been successful and which ones haven’t.
Timeline: A Historical Look at Every Mission to Mars
Within our Solar System, Mars is one of the most similar planets to Earth—both have rocky landscapes, solid outer crusts, and cores made of molten rock.
Because of its similarities to Earth and proximity, humanity has been fascinated by Mars for centuries. In fact, it’s one of the most explored objects in our Solar System.
But just how many missions to Mars have we embarked on, and which of these journeys have been successful? This graphic by Jonathan Letourneau shows a timeline of every mission to Mars since 1960 using NASA’s historical data.
A Timeline of Mars Explorations
According to a historical log from NASA, there have been 48 missions to Mars over the last 60 years. Here’s a breakdown of each mission, and whether or not they were successful:
|1||1960||Korabl 4||USSR (flyby)||Failure|
|2||1960||Korabl 5||USSR (flyby)||Failure|
|3||1962||Korabl 11||USSR (flyby)||Failure|
|4||1962||Mars 1||USSR (flyby)||Failure|
|5||1962||Korabl 13||USSR (flyby)||Failure|
|6||1964||Mariner 3||US (flyby)||Failure|
|7||1964||Mariner 4||US (flyby)||Success|
|8||1964||Zond 2||USSR (flyby)||Failure|
|11||1969||Mariner 6||US (flyby)||Success|
|12||1969||Mariner 7||US (flyby)||Success|
|15||1971||Mars 2 Orbiter/Lander||USSR||Failure|
|16||1971||Mars 3 Orbiter/Lander||USSR||Success/Failure|
|20||1973||Mars 6 Orbiter/Lander||USSR||Success/Failure|
|21||1973||Mars 7 Lander||USSR||Failure|
|22||1975||Viking 1 Orbiter/Lander||US||Success|
|23||1975||Viking 2 Orbiter/Lander||US||Success|
|24||1988||Phobos 1 Orbiter||USSR||Failure|
|25||1988||Phobos 2 Orbiter/Lander||USSR||Failure|
|27||1996||Mars Global Surveyor||US||Success|
|31||1998||Mars Climate Orbiter||US||Failure|
|32||1999||Mars Polar Lander||US||Failure|
|33||1999||Deep Space 2 Probes (2)||US||Failure|
|35||2003||Mars Express Orbiter/Beagle 2 Lander||ESA||Success/Failure|
|36||2003||Mars Exploration Rover - Spirit||US||Success|
|37||2003||Mars Exploration Rover - Opportunity||US||Success|
|38||2005||Mars Reconnaissance Orbiter||US||Success|
|39||2007||Phoenix Mars Lander||US||Success|
|40||2011||Mars Science Laboratory||US||Success|
|42||2013||Mars Atmosphere and Volatile Evolution||US||Success|
|43||2013||Mars Orbiter Mission (MOM)||India||Success|
|44||2016||ExoMars Orbiter/Schiaparelli EDL Demo Lander||ESA/Russia||Success/Failure|
|45||2018||Mars InSight Lander||US||Success|
|47||2020||Tianwen-1 Orbiter/Zhurong Rover||China||Success|
|48||2020||Mars 2020 Perseverance Rover||US||Success|
The first mission to Mars was attempted by the Soviets in 1960, with the launch of Korabl 4, also known as Mars 1960A.
As the table above shows, the voyage was unsuccessful. The spacecraft made it 120 km into the air, but its third-stage pumps didn’t generate enough momentum for it to stay in Earth’s orbit.
For the next few years, several more unsuccessful Mars missions were attempted by the USSR and then NASA. Then, in 1964, history was made when NASA launched the Mariner 4 and completed the first-ever successful trip to Mars.
The Mariner 4 didn’t actually land on the planet, but the spacecraft flew by Mars and was able to capture photos, which gave us an up-close glimpse at the planet’s rocky surface.
Then on July 20, 1976, NASA made history again when its spacecraft called Viking 1 touched down on Mars’ surface, making it the first space agency to complete a successful Mars landing. Viking 1 captured panoramic images of the planet’s terrain, and also enabled scientists to monitor the planet’s weather.
Vacation to Mars, Anyone?
To date, all Mars landings have been done without crews, but NASA is planning to send humans to Mars by the late 2030s.
And it’s not just government agencies that are planning missions to Mars—a number of private companies are getting involved, too. Elon Musk’s aerospace company SpaceX has a long-term plan to build an entire city on Mars.
Two other aerospace startups, Impulse and Relativity, also announced an unmanned joint mission to Mars in July 2022, with hopes it could be ready as soon as 2024.
As more players are added to the mix, the pressure is on to be the first company or agency to truly make it to Mars. If (or when) we reach that point, what’s next is anyone’s guess.
Thematic Investing: 3 Key Trends in Cybersecurity
Cyberattacks are becoming more frequent and sophisticated. Here’s what investors need to know about the future of cybersecurity.
Thematic Investing: 3 Key Trends in Cybersecurity
In 2020, the global cost of cybercrime was estimated to be around $945 billion, according to McAfee.
It’s likely even higher today, as multiple sources have recorded an increase in the frequency and sophistication of cyberattacks during the pandemic.
In this infographic from Global X ETFs, we highlight three major trends that are shaping the future of the cybersecurity industry that investors need to know.
Trend 1: Increasing Costs
Research from IBM determined that the average data breach cost businesses $4.2 million in 2021, up from $3.6 million in 2017. The following table breaks this figure into four components:
|Cost Component||Value ($)|
|Cost of lost business||$1.6M|
|Detection and escalation||$1.2M|
|Post breach response||$1.1M|
The greatest cost of a data breach is lost business, which results from system downtimes, reputational losses, and lost customers. Second is detection and escalation, including investigative activities, audit services, and communications to stakeholders.
Post breach response includes costs such as legal expenditures, issuing new accounts or credit cards (in the case of financial institutions), and other monitoring services. Lastly, notification refers to the cost of notifying regulators, stakeholders, and other third parties.
To stay ahead of these rising costs, businesses are placing more emphasis on cybersecurity. For example, Microsoft announced in September 2021 that it would quadruple its cybersecurity investments to $20 billion over the next five years.
Trend 2: Remote Work Opens New Vulnerabilities
According to IBM, companies that rely more on remote work experience greater losses from data breaches. For companies where 81 to 100% of employees were remote, the average cost of a data breach was $5.5 million (2021). This dropped to $3.7 million for companies that had under 10% of employees working from home.
A major reason for this gap is that work-from-home setups are typically less secure. Phishing attacks surged in 2021, taking advantage of the fact that many employees access corporate systems through their personal devices.
|Type of Attack||Number of attacks in 2020||Number of attacks in 2021||Growth (%)|
As detected by Trend Micro’s Cloud App Security.
Spam phishing refers to “fake” emails that trick users by impersonating company management. They can include malicious links that download ransomware onto the users device. Credential phishing is similar in concept, though the goal is to steal a person’s account credentials.
A tactic you may have seen before is the Amazon scam, where senders impersonate Amazon and convince users to update their payment methods. This strategy could also be used to gain access to a company’s internal systems.
Trend 3: AI Can Reduce the Cost of a Data Breach
AI-based cybersecurity can detect and respond to cyberattacks without any human intervention. When fully deployed, IBM measured a 20% reduction in the time it takes to identify and contain a breach. It also resulted in cost savings upwards of 60%.
A prominent user of AI-based cybersecurity is Google, which uses machine learning to detect phishing attacks within Gmail.
Machine learning helps Gmail block spam and phishing messages from showing up in your inbox with over 99.9% accuracy. This is huge, given that 50-70% of messages that Gmail receives are spam.
– Andy Wen, Google
As cybercrime escalates, Acumen Research and Consulting believes the market for AI-based security solutions will reach $134 billion by 2030, up from $15 billion in 2021.
Introducing the Global X Cybersecurity ETF
The Global X Cybersecurity ETF (Ticker: BUG) seeks to provide investment results that correspond generally to the price and yield performance, before fees and expenses, of the Indxx Cybersecurity Index. See below for industry and country-level breakdowns, as of June 2022.
|Sector (By security type)||Weight|
|🇰🇷 South Korea||0.9%|
Totals may not equal 100% due to rounding.
Investors can use this passively managed solution to gain exposure to the rising adoption of cybersecurity technologies.
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