Most Searched Items on Amazon in January 2024


Wondering what the most searched items on Amazon are right now? Here at eRank, we’re back again to take the guesswork out of your Amazon SEO and product research. We’ll show you Amazon’s most popular keywords in January 2024. Then we’ll analyze what these trending shopper searches tell us about what’s selling best now on Amazon.

Reading time: 12 minutes

Here’s a quickie summary of this report on YouTube!

Tip: See what Amazon’s most searched items yesterday (or last week, or for the past thirty days), as well as what’s trending on dozens of other marketplaces like Etsy, eBay, and Google Shopping.

January’s Top 20 Amazon searches

  1. saltburn
  2. hazbin hotel
  3. outdoor plastic straw rug
  4. amaon prime
  5. laptop
  6. reacher
  7. kindle
  8. monitor
  9. headphones
  10. toilet paper
  11. airpods
  12. ssd
  13. keyboard
  14. office chair
  15. ps5
  16. desk
  17. valentines day gifts for her
  18. protein powder
  19. paper towels
  20. lego

This is our sixth report on Amazon’s monthly trends. We’re starting to see some patterns! To recognize which are the most searched items; the Top 20 regulars, so to speak.

Over the past 15 months, 5th-ranked “laptop” has made all but two Top 20 lists. Pretty abysmal Average CTR (Click-Through Rate) though: 59%.

Seventh-ranked “kindle” made all but October’s, with a worthy Average CTR of 106%. And 8th-ranked “monitor” made every Top 20 for the past 15 months (but its Average CTR was 58%)

Ninth-ranked “headphones” also made every Top 20 for the past 15 months, and with a bit better click-through rate: 70%. Eleventh-ranked “airpods” did too, and it has a much better CTR: 104%. Ranking 15th this month, “ps5” missed making the list back in May 2023. Its Average CTR is 93%; not bad.

Amazon’s Top 20 Climbers 

We define climbers as shopper searches in this month’s Top 20 that didn’t rank in last month’s. We like to start our analysis with these because they tell us which keywords are hottest. That is, which are climbing highest fastest. January had 11 climbers in its Top 20. From what we can tell after six months, this rate of turnover is higher than normal for Amazon. Having five to nine shopper searches new Month on Month to its Top 20 seems to be typical.

This month, two of them are what we call “screamers.” These are searches that didn’t even make the previous month’s Top 1000. However, having two screamers a month does appear to be the norm for Amazon.

Here then are Amazon’s January climbers, listed with their current search rank first.

#2 hazbin hotel (didn’t rank in December’s Top 1000)

#4 amaon prime, up from #27

#5 laptop, up from #30

#10 toilet paper, up from #50

#12 ssd, up from #35

#13 keyboard, up from #31

#14 office chair, up from #58

#16 desk, up from #34

#17 valentines day gifts for her (didn’t rank in December’s Top 1000)

#18 protein powder, up from #105

#19 paper towels, up from #150

Ranked No. 2 hazbin hotel

Although they revolve through, these too are a regular feature on Amazon’s Top 20 lists. Highly-anticipated debuts on Amazon Prime, that is. Here’s “hazbin hotel.”

On the left, a bar chart depicting US keyword stats for the keyword “hazbin hotel” on Amazon. On the right, a line chart showing its trend performance with Amazon shoppers over the past 15 months. NOTE: All search-volume figures in this report are based on eRank’s best estimates.
On the left, a bar chart depicting US keyword stats for the keyword “hazbin hotel” on Amazon. On the right, a line chart showing its trend performance with Amazon shoppers over the past 15 months. NOTE: All search-volume figures in this report are based on eRank’s best estimates.

Hazbin Hotel is an adult animated musical comedy that premiered on Prime Video on January 19th. Wow: this one climbed fast alright, to hit 1,963,570 in its first month! And that’s despite having been available to watch on another online app as well.

Speaking of hits, with 2,023,630 searches, January’s No. 1 “saltburn” clearly continues to be huge. It’s up 104% Month on Month from 990,600 searches in December, when it was one of two screamers. And Saltburn did open in theaters as well, unlike the Amazon exclusive that Reacher is.

No. 4 amaon prime, up from #27 

Another regular might turn out to be a misspelling of some top search. Last month it was “peime” for prime. This month, it’s “amaon prime” for amazon prime. Since at eRank we record shopper searches just as entered, we report these “as is”. Of course, Amazon and all search engines recognize these common misspellings and auto-correct them for the user. Folded in with the search volume for #713-ranked “amazon prime,” this keyword would actually be January’s No. 3.

No. 5 laptop, up from #30

As mentioned, “laptop” is a Top 20 regular on Amazon. It made the list 13 of the past 15 months. Interestingly, the two lists it missed were both Decembers; December 2022 and again in December 2023. Now, “laptop” was only bumped down to 24th place last year, and it ranked 30th this past December. So, still well up. (And note too that to rank in Amazon’s Top 20 in December takes a LOT of US shopper searches!)

No. 10 toilet paper, up from #50

While not a Top 20 regular, “toilet paper” is a winner. Have a look.

On the left, a bar chart depicting US keyword stats for the keyword “toilet paper” on Amazon. On the right, a line chart showing its trend performance with Amazon shoppers over the past 15 months.
On the left, a bar chart depicting US keyword stats for the keyword “toilet paper” on Amazon. On the right, a line chart showing its trend performance with Amazon shoppers over the past 15 months.

Toilet paper made the Top 20 Amazon Searches list only three of the past 15 months. That was in January 2023, in September, and again this January. Nevertheless, as you can see, it maintains a monthly search volume well above 500,000. And it has an Average CTR of 101%.  Only two – “kindle” and “airpods” – of Amazon’s six Top 20 regulars have an Average CTR above 100%.

No. 12 ssd, up from #35 

An SSD, or solid-state drive, is a type of storage device used in computers. And this keyword made five of Amazon’s Top 20 Searches lists. One of those was probably “Prime Day” related. That’s when Amazon pushes big discounts and special savings, most often on tech stuff.

Apparently, SSDs didn’t get enough of a boost from Amazon’s newest savings event, “Big Deal Days,” to make October’s. But it did make the list in February, September, November, and in January 2024.

No. 13 keyboard, up from #31

Another nice one that has stayed above the 500,000 waterline for the past 15 months. Like “ssd” though, the Average CTR isn’t as high as we’re used to seeing on Etsy’s Top 20 keywords. Keyboard’s annual average is 73%. And only 64% for the month.

Maybe high CTRs aren’t as important with Amazon’s most searched items? We’ve written a lot about how low eBay’s are on their Top 20 shopper searches. (We’ll be analyzing eBay’s January data next.)

No. 14 office chair

We were surprised to see “office chair” and “desk” in the Top 20 Amazon searches. They’re both climbers this month. Let’s look at office chair.

On the left, a bar chart depicting US keyword stats for the keyword “office chair” on Amazon. On the right, a line chart showing its trend performance with Amazon shoppers over the past 15 months.
On the left, a bar chart depicting US keyword stats for the keyword “office chair” on Amazon. On the right, a line chart showing its trend performance with Amazon shoppers over the past 15 months.

Huh! That search-trend line resembles toilet paper’s! That can’t be right – but it is. And while not as good as TP’s, office chair’s Average CTR is pretty good for Amazon: 94%. And it actually made the majority (nine) of the Top 20 lists over the past 15 months. So let’s get right to “desk.” It’s our next climber.

No. 16 desk

Desk is up from 34th place in January’s Top 20 Amazon Searches. Let’s look it up and see how it compares with office chair.

On the left, a bar chart depicting US keyword stats for the keyword “desk” on Amazon. On the right, a line chart showing its trend performance with Amazon shoppers over the past 15 months.
On the left, a bar chart depicting US keyword stats for the keyword “desk” on Amazon. On the right, a line chart showing its trend performance with Amazon shoppers over the past 15 months.

Wow: see that Average CTR: 106%! So we just checked. Only one of January’s Top 20 US shopper searches had clicks that exceeded searches. It was the misspelled one, #4 amaon prime. And as we said, that search would rank third had it been combined with the one spelled properly.

Desk is a good performer on Amazon! But since we’ve only been covering them like this since August, we didn’t realize it. Desk actually made the Top 20 ten of the last 15 months. Not enough to be qualify as a regular, but it’s a frequent flier for sure. Kind of like No. 3 “outdoor plastic straw rug;” it’s made the list for nine of the last 15 months. (Inexplicably.)

No. 17 valentine’s day gifts for her 

We’ve noted before that gifts just aren’t the most searched items on Amazon. Not compared with Etsy. “Valentine gift” was the No. 1 search this month on Etsy. Eight of the Top 20 shopper searches had the word “valentine.” Six had the word “gift.”

But we’ve seen this before on Amazon. It appears their shoppers just wait until the last minute! We are willing to bet there will be more Valentine’s-related searches in Amazon’s February Top 20. In fact, we don’t even have to guess. We can look it up!

On the left, a bar chart depicting US keyword stats for the keyword “valentines day gifts for her” on Amazon. On the right, a line chart showing its trend performance with Amazon shoppers over the past 15 months.
On the left, a bar chart depicting US keyword stats for the keyword “valentines day gifts for her” on Amazon. On the right, a line chart showing its trend performance with Amazon shoppers over the past 15 months.

In January 2023, there were a paltry 134,740 searches for this exact keyword. Way lower than our current 791,400. But that’s because, as mentioned, we record exact shopper searches. When we look up Amazon’s Top 20 back in January 2023–

Oops! The only gift-related search was 10th-ranked gift card. The only Valentine-related search in the Top 20 was #7 valentines day decor. And the first Valentine-gift search was #45 valentines day gifts for him. Ah well. They caught up in February, looks like.

With an earlier start on it this year, maybe February’s Valentine searches will go even higher. Fingers crossed.

No. 18 protein powder, up from #105 

In the past 15 months, this keyword has only made the Top 20 Amazon Searches list once before. And it just squeaked by, ranking 20th in September 2023. It does have an Average Click Through rate of 109%, though. And US shopper search volume only fell below half a million a month once out of 15.

No. 19 paper towels

Up from ranking 150th, this is the third-highest climber of the month. Only the two screamers covered more ground. Let’s have a quick look.

On the left, a bar chart depicting US keyword stats for the keyword “paper towels” on Amazon. On the right, a line chart showing its trend performance with Amazon shoppers over the past 15 months.
On the left, a bar chart depicting US keyword stats for the keyword “paper towels” on Amazon. On the right, a line chart showing its trend performance with Amazon shoppers over the past 15 months.

Another Average CTR well above 100%. So there’s that. But otherwise, “paper towels” isn’t among the most searched items on Amazon. In fact, this is the first time it’s cracked the Top 20 Amazon Searches in 15 months.

And phew: that’s all 11 climbers and screamers accounted for! These were the hottest, most popular items with Amazon shoppers in January. Since last month’s were all related to Christmas gifts and Prime Video launches, nothing to update you on there.

Instead, let’s take a quick look through Amazon’s most searched items on January’s Top 100 list. See what we can see that might interest those of you thinking of or already selling on Amazon.

More of the most searched items on Amazon in January

Already spotted one! And it just barely missed making the Top 20 Amazon Searches.

No. 26 valentines day gifts for him

For January, this keyword has a CTR of 109%. While “valentines day gifts for her” had more search volume, its CTR for the month was only 83%.

On the left, a bar chart depicting US keyword stats for the keyword “valentines day gifts for him” on Amazon. On the right, a line chart showing its trend performance with Amazon shoppers over the past 15 months.
On the left, a bar chart depicting US keyword stats for the keyword “valentines day gifts for him” on Amazon. On the right, a line chart showing its trend performance with Amazon shoppers over the past 15 months.

Wow! Check out that Average CTR: 127%! Highest of any in this report so far, by a long shot. And judging by that peak last year (see line chart), this keyword will easily make next month’s Top 20.

It’s already well up Year on Year. Last January, it only ranked 45th on Amazon’s most searched items list. By February though, it climbed into the No. 3 spot. At the top was “valentines day gift” and in second place, “valentines day gifts for her.”

Fairly sure that will be the case this February, too. Unless “valentines day gifts for him” takes the No. 2 spot. We’ll see.

No. 49 shoe rack

As we mentioned, a keyword having shopper clicks exceeding its search count indicates good “buyer intent.” As sellers, we always prefer buyers over shoppers, right? So, we skimmed through these most-searched items for those with clicks exceeding searches. There were none between No. 26 “valentines day gifts for him” and this one, 49th-ranked “shoe rack.” Let’s see what “shoe rack” looks like in Keyword Tool, shall we?

On the left, a bar chart depicting US keyword stats for the keyword “shoe rack” on Amazon. On the right, a line chart showing its trend performance with Amazon shoppers over the past 15 months.
On the left, a bar chart depicting US keyword stats for the keyword “shoe rack” on Amazon. On the right, a line chart showing its trend performance with Amazon shoppers over the past 15 months.

Porque no los dos: “shoe rack” could also be a “valentines day gifts for him,” right? Any of you make shoe racks? Because with 129%, this keyword snatched the “Highest Average CTR of the Month” title right away from that one. And of course, the two 15-mo trend lines don’t even compare. “Shoe rack” shopper searches do well throughout the year.

No. 67 shower curtain

The next keyword on January’s most-searched items list with clicks higher than searches is “shower curtain.” You guys could get creative with these, right? So let’s have a look.

On the left, a bar chart depicting US keyword stats for the keyword “shower curtain” on Amazon. On the right, a line chart showing its trend performance with Amazon shoppers over the past 15 months.
On the left, a bar chart depicting US keyword stats for the keyword “shower curtain” on Amazon. On the right, a line chart showing its trend performance with Amazon shoppers over the past 15 months.

And look at that! Now “shower curtain” has snatched the “Highest Average CTR of the Month” title away from “shoe rack.” It stands at 136% averaged over the past 12 months. And while you’re at it, look at that too: this 15-mo trend line is nearly identical to shoe rack’s! Huh.

This appears to be a promising niche on Amazon. Are you looking for something to sell there? If so, have a look through the Related Searches table in Keyword Tool. Lots of ideas to be had.

Well, we could go on and on … 

(#71 “standing desk” looks promising!) But we know you’re busy.

Are you selling on Amazon? We’d love to hear your take on these or any other trends you’ve spotted. You’re welcome to join us at our weekly live Q&As on YouTube! And any time in eRank’s private Facebook group. With over 27,000 members from around the world, someone friendly is always up and about.

RESOURCES: eRank’s Trend Buzz and Keyword Tool have 15 months of historical Amazon search data to help you understand recent trends in what’s selling on Amazon now, what did well this time last year, and help you spot what’s new. Together, they are the best way to track what’s hot (and what’s not) on Amazon.