Amazon’s Top Keywords: July 2024

Here at eRank, we’re back again with Amazon’s top keywords. Let us take the guesswork out of your product research and SEO. We’ll show you Amazon’s most searched items. Then we’ll analyze what these trending shopper searches tell us about what’s selling best on Amazon now.

Reading time: 12 minutes

See what Amazon’s most popular products were yesterday, as well as what’s hot on dozens of other marketplaces like Etsy, eBay, and Google Shopping.

July’s Top 20 Amazon searches

1. the boys (same rank)
2. laptop
3. monitor
4. airpods
5. headphones
6. prime day deals today 2024
7. tv
8. kindle
9. ipad
10. lego
11. apple watch
12. ssd
13. outdoor plastic straw rug
14. amazon
15. keyboard
16. ps5
17. desk
18. backpack
19. iphone
20. toilet paper

Warning: Beware of trademarked terms. This list may contain keywords that are trademarked. USPTO Trademark Database

What’s new Month on Month to July’s Top 20 Amazon searches

We data geeks here at eRank have been so excited to see Amazon’s Top 1000 this month! We began these monthly trend analyses of Amazon last September. Which means this is the first time we’ve had a chance to see Prime Day’s impact.

So far, Amazon’s top keywords have never had the turnover Etsy’s do. For instance, Amazon’s Top 20 in May had only four keywords that hadn’t ranked in its Top 20 the month before. We call these “climbers.” We always start our report with them because they’re the shopper searches climbing highest the fastest.

Then in June, Amazon’s Top 20 had six shopper searches that were new Month on Month. Six is on the high side of normal for Amazon. Only one of the six had far at all to climb, though. That was “the boys,” up from #57 to take the top spot.

But to our surprise, despite Prime Day, July also has just six climbers. The Boys are still No. 1, one of two keywords to retain the identical rank they had in June. (We’ll have more about Prime Day 2024, early stats and key takeaways after we run through these climbers.)

Amazon’s most popular products: July’s climbers

Here are the six, listed in order with their current rank first.

#6 prime day deals today 2024 (didn’t make June’s Top 1000)

#7 tv, up from #23

#10 lego, up from #27

#14 amazon, up from #53

#16 ps5, up from #25

#18 backpack, up from #57

Ranking 6^th: prime day deals today 2024

Remarkable that a two-day search ranks so high! (Prime Day is actually a 48-hour event.) Let’s have a look in Keyword Tool.

Huh! Odd that there were two blips earlier this year, in February and again in April. Both with over 40,000 searches! They only look like blips because they were so dwarfed by July’s performance: 833,440 searches! Excellent Average CTR (click-through rate) as well, especially given that it’s a 12-mo average. When calculated just for July, it’s 104%.

The takeaway here is that unlike Black Friday, this is an Amazon “Prime Members Only” event. Do you handle your own order fulfillment (referred to as Fulfilled By Merchant, FBM) on Amazon? Bear in mind that many Prime members filter their searches by Prime. We know that for small FBM-only sellers in Handmade, Prime Day doesn’t necessarily equate to making more sales.

Ranking 7^th: tv, up from #23

This is interesting. What caught our eye first was the Average CTR.

Could be we’re just more used to Etsy’s click-through rates. Seeing one of Amazon’s most popular products with an Average CTR of just 56% can still startle us. Until we remember: a CTR this low isn’t unusual for Amazon. (Incidentally, eBay’s typical CTRs are even worse!) And speaking of even worse, calculated for the month of July, Amazon’s “tv” has a CTR of just 48%.

By the way, are any of you new to online selling? If so, by now you might be wondering why we care so much about CTRs.

Tip! Clicks and Click-Through Rates (CTRs) are a useful indicator of “purchase intent.” That is, how close a shopper is to making a purchase, as opposed to one who’s still only browsing.

This search did get 379,909 clicks in July, which is still a lot of clicks! Conversely, searches for “tv” are down Year on Year. By 32%.

Ranking 10^th: lego, up from #27

A better Average CTR here: 85%.

And when we compare lego’s search trend line chart with tv’s, we see they both rise twice a year. For Prime Day and for holiday shopping. And like tv, lego is down Year on Year. But not by quite as much: just 21% to tv’s 32%. This difference could well have to do with their respective price points. And of course purchase frequency: that is, how often a customer buys the product.

Ranking 14^th: amazon, up from #53

Every month, Amazon’s Top 20 has some variation of “amazon prime.” This is the first time in 11 months that we’ve seen the one-word search make it to the Top 20.

But the one-word keyword “amazon” averages 353,376 searches a year with a 79% Average CTR. It’s also up 62% Year on Year.

Ranking 16^th: ps5, up from #25

Year on Year, ps5 is down by 31%. Have a look.

There were 864,470 shopper searches for “ps5” a year ago in July! Pretty amazing for a game released in 2020. On the other hand, Sony only releases new consoles every six or seven years. But they are expected to launch a mid-generation upgrade, PS5 Pro, ahead of Christmas this year. It’s possible lots of gamers (and their gift-shopping loved ones) are holding off buying until then.

Ranking 18^th: backpack, up from #57

“Backpack” peaked in August last year, likely for the start of school.

Year on Year, backpack’s July searches are down 31%. Could be Prime Day deals weren’t as good for backpacks as last year’s. Maybe more buyers are waiting until August this year. We’ll update you next month, when we expect backpack to be in the Top 20 again. Last August, it ranked seventh overall. Along with pencil pouch (14^th); pencil case (16^th); and highlighters (18^th).

If you sell any of those on Amazon, you might want to offer a small discount in August. According to Jungle Scout, even discounts of 10% are effective for increasing sales on Amazon. (More about that from Jungle Scout in a bit.)

And that’s it for July’s climbers. Next, let’s take a quick look back to July 2023 to see how Amazon trends have changed Year on Year.

What’s new Year on Year to July 2024’s Top 20 Amazon searches

We won’t do a lengthy climber analysis as we do for monthly climbers. But here’s a quick snapshot.

#1 the boys, up from #128 (#1 in July 2023 was “the summer i turned pretty”)

#13 outdoor plastic straw rug, up from #23 a year ago

#14 amazon, up from #140 (but July 2023’s Top 20 had two Amazon prime searches; July 2024 had just the one)

#15 keyboard, up from #22

#18 backpack, up from #29

#19 iphone, up from #37

#20 toilet paper, up from #30

See? Despite its being a Year on Year comparison, only seven climbers! That just goes to show you how stable Amazon’s top-selling products really are! And here is what was on that Top 20 list that isn’t now.

July 2023’s Top 20 Amazon searches: the sliders

#1 the summer i turned pretty, dropped to #524

#3 prime deals of the day today only (didn’t even make this July’s Top 1000)

#10 fan, dropped to #25

#13 air fryer, dropped to #22

#17 office chair, dropped to #23

#18 the summer i turned pretty season 2 (didn’t make this July’s Top 1000)

#20 crocs, dropped to #38

As you can see, three just barely missed this July’s Top 20 (fan, air fryer, office chair). And former #20 crocs only dropped to #38. Two of the biggest sliders were Prime Video offerings. This is the single Amazon category of product that we do see change, often month to month.

This summer, The Boys have held onto the No. 1 slot for two months in a row. Unusual; we’ll see how long that lasts. Because the new series “Batman: Caped Crusader” launched August 1. And coming up Aug. 29^th, we’ll have season two of “The Lord of the Rings: Rings of Power.”

Shows like these do appeal to the RPG (role-playing games) market. Careful makers can tap that market without violating intellectual property rights. Not to mention Halloween items! Bet The Boys will still be popular for Halloween, whatever happens in between.

High-level overview of Prime Day 2024

Prime Day 2024 was way up over 2023’s. (And Prime Day 2023 was to date Amazon’s biggest-selling two days in its history.) The Year-on-Year increase could have been due to many more shoppers – millions more, YoY. In June 2024, Amazon was estimated to have over 310 million active users globally (Amazon doesn’t release precise figures on its users). And Amazon itself tells us:

“A record-breaking number of customers signed up for Prime in the three weeks leading up to Prime Day, with millions of new members worldwide.” Written by Amazon staff, from “Amazon announces record-breaking sales for 2024 Prime Day event,” AboutAmazon.com, July 18, 2024

We have access to Jungle Scout’s reporting (“Jungle Scout’s Biggest Amazon Sales Event Report 2024,” by Jungle Scout at www.junglescout.com/amazon-prime-day-report-2024). As of August 13, 2024, Amazon itself has not yet released its official sales figures for Prime Day 2024. But they have announced that this year’s was its “biggest Prime Day shopping event ever, with record sales and more items sold during the two-day event than any previous Prime Day event.”

Takeaways from Jungle Scout’s report

Since you likely need to be a Jungle Scout subscriber to read the report linked, here are some useful takeaways.

Discounts: timing

Prime Day discounts came earlier this year. “Across 13 Amazon categories, just 5 experienced their lowest average sale prices during Prime Day, while a majority saw the lowest prices in the days leading up to the event. [Emphasis added.] This differs greatly from last year’s Prime Day, where all 13 categories had their lowest prices on the last day of the sale.”

Jungle Scout also observed this when sales events are longer (Amazon’s week-long Black Friday and Cyber Monday). “The biggest deals generally occurred on the day before each retail holiday.” (So, the day before Black Friday, and the day before Cyber Monday.) Discounts averaged 13% off beforehand, compared with 5% and 3% on the day of, respectively.

“Strategize early discounts. Starting discounts a day or two before major events can help boost your visibility and jump-start sales by capturing early shoppers.”

Discounts: amounts

Jungle Scout’s advice is to keep your discounts “sustainable.” We liked the sound of that! Their analysis of Amazon’s Prime Days in 2023 and 2024 showed that discounts between 10-20% were “particularly effective.” Top brands generated sales increases of three- and even four-figures during sales events by targeting this range.

Regarding Amazon’s newer fall Prime event, last year called “Big Deal Days” and running October 10-11,

“Discounts are growing for Amazon’s fall Prime event. In 2023, the Big Deal Days event experienced bigger discounts ­– in some cases, doubling from the previous year. The Appliances category saw an average price drop of 20%, up from 10% in 2022, while Beauty & Personal Care saw a 15% reduction, up from 7% the previous year.”

But as Jungle Scout observed, these topped out at 20%. Which is interesting. Hasn’t Amazon Handmade always set 20% as the minimum discount to qualify for promotion during site-wide sales events? Doesn’t Etsy do the same? Yet, for handmade, custom and personalized items, even 20% is not “sustainable.” Good to know that sellers can get excellent results offering just 10% off!

Optimize product listings for voice search

There was so much more to this report from Jungle Scout, but we’ll close with this. Have you thought much about optimizing your listings for voice search?

“Nearly half of U.S. consumers report using voice search on their smartphones.” Jungle Scout quoting DataReportal 2024 Global Statshort Report

To improve discoverability through voice search, we need to make sure our product listings are optimized for it. That is, by using natural language, long-tail keywords and common phrases. Here, “natural language” means everyday, conversational language (as opposed to keyword stuffing).

Those are good practices in any case; nothing new. What is new, and may be news to some of you, is how many US buyers are using voice search to shop! Nearly half?!

And with that, we’ll end here. Normally, we close with a run-through of Amazon’s top keywords with the highest click-through rates (purchase intent). But we know you’re busy. If you do find that section helpful, let us know and we’ll be sure to make it a feature of every Amazon trend report.

Now, we’re off to see what’s trending on eBay!

As always, we love hearing what you think – about trends or anything else you’d like to talk about. You’re welcome to join us in eRank’s private Facebook group. With over 28,000 members from around the world, someone friendly is always up and about. And don’t miss our weekly live Q&As on YouTube. There you’ll also find dozens of eRank tutorials, tool demos and more! Finally, here we are on TikTok with lots of fun and quick how-tos.

RESOURCES: eRank’s Trend Buzz and Keyword Tool have 15 months of Amazon search data. See what did well this time last year, which are climbing, and use them to spot what’s new. Together, they are the best way to track what’s selling best on Amazon now.