We’re back again with the latest on Amazon’s top keywords. So, let eRank take the guesswork out of your product research and SEO. We’ll show you which of the highest-ranked shopper searches have been climbing fastest. Then we’ll see what this month’s Top 250 keywords tell us is selling best on Amazon now.
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.
February’s Top 20 Amazon searches
- fallout
- monitor
- laptop
- ipad
- ssd
- keyboard
- headphones
- kindle
- electronics
- airpods
- valentines day gifts for her
- mouse
- creatine
- desk
- toilet paper
- mouse pad
- lego
- needoh
- office chair
- eggs
Now, Amazon’s Top 20 lists are far more stable than Etsy’s. Turnover averages about four keywords that weren’t in the previous month’s Top 20. And most of those are either Top 20 “frequent flyers” (e.g., “eggs”) or holiday-related (“valentines day gifts for her”). Occasionally, it’s the latest Amazon Video release to go viral.
But seeing a random product crack Amazon’s Top 20 for the first time ever? Nothing is more deeply thrilling for us data geeks. And there is one this month. [::drum roll::] Ta-da!
Ranked 18th: “needoh,” up from #176 in January
As you can see above right, “needoh” has had consistent search volume since at least December 2024. Then this past December, it began to climb; Year on Year, it was up 217%. And it’s kept right on climbing since. February to February, it’s up by 540%!
What’s wild is that this product isn’t remotely new. Needoh was introduced at the New York Toy Fair back in 2010. It’s in the sensory toy niche, with a colorful, playful quality that made it an instant hit. But enough back story for now. The point is that Needoh is neither new on the scene, nor a product that’s only begun to catch on.
That said, if ever Americans needed a fun and satisfying stress ball, we do now. And Needoh has arisen to answer our call, lol. By the way, along with 18th-ranked “needoh,” we also have #373 “nee doh.”
As you can see, search history-wise it’s a very similar story. We’re also seeing several other variations on the name. On its website landing page, maker Schylling variously uses Needoh, NeeDoh, Nee Doh and Nee-doh.
As for whether small sellers can offer the product on Amazon, it appears so. But on popular items, you’d need to navigate potential restrictions, and overall competition would be stiff. The brand sells directly on Amazon. And you’d also compete for the Buy Box with Amazon itself and every other authorized third-party (3P) seller.
Not yet selling on Amazon? The Buy Box, explained
The “Buy Box” is Amazon seller slang for being the Featured Offer. It’s the white box on the product detail page that shoppers click to Add to Cart / Buy Now. It makes one seller the default choice and drives 90%+ of sales. The Buy Box is awarded based on competitive pricing, shipping speed, and seller metrics.
Getting the Buy Box typically also requires a professional seller account. Approved Handmade sellers get a pro account for free upon acceptance. All other 3P sellers need to pay $39.99/mo for a pro seller account. So it’s no small gift! And comes with additional savings; sellers without pro accounts pay $0.99 per item to list. Pro accounts come lots of other perks, too – but let’s get back to this month’s Amazon top searches.
Ranked 11th: “valentines day gifts for her”
This search ranked in 5th place last February. On the other hand, its monthly CTR (click-through rate) this February is a bit higher. And that indicates more purchase intent.
New to selling online? Purchase intent
For any of you new to selling online altogether, this will be a useful tip.
On ecommerce sites, click-through rates reflect how many times shoppers clicked listings in their search results. Therefore, CTRs are an indicator of ‘purchase intent.’ These are people more likely searching with the intention to buy, as opposed to those just browsing.
So yes, it’s smart to keep an eye on Amazon’s top keywords. You never know when a niche product like “needoh” will suddenly go viral. But for insight into what’s selling best on Amazon now, look to their click-through rates. It’s why we end every trend report with a Monthly CTR Roundup. You’ll see which of the top Amazon trending products have had the highest CTRs most recently.
The only other climber that wasn’t on the last Top 20 list is “eggs.”
Ranked 20th: “eggs,” up from #23 in January
“Eggs” has been a Top 20 frequent flyer since prices first surged to record highs in early 2023. But we doubt any of you are selling eggs on Amazon. So now, let’s go find some more likely prospects.
Roundup! What’s selling best on Amazon now
If you’re here for ideas of what to sell on Amazon, this is for you! Your insider access to which of this month’s Top 250 keywords show the most purchase intent. Keep in mind, these calculations are drawn exclusively from our most recent full month of data. Which means, whatever their 12-mo CTRs, these products are what’s selling best on Amazon now. As for any Valentine-related keywords, add them to a Keyword List. That way, you’ll be a step ahead on your product research for next year.
Now, some of us here at eRank also sell on Amazon. We know how hard it can be to identify items a small seller can do well with. So every Roundup, we hunt for products even Amazon Handmade artisans could get in on. Selling in Amazon Custom is another way a small business can gain an edge over Marketplace competition.
A note on revised Roundup parameters
For Amazon Roundups we’ve been using a CTR threshold of 100%. And we’d go through all 500 of Amazon’s top keywords to find qualifiers. Then in January 2026, there were so few, we decided to lower the threshold to 80%.
This month, we have quite an abundance of qualifiers, including some new ones that might be good leads. However, if we reverted the CTR threshold to 100%, these new leads wouldn’t qualify. So for now, we’ll keep our new 80% threshold. Instead, we will limit qualifiers to those in the Top 250, as we do for Etsy Roundups. Let us know what you think!
Ranking #1-50
The only qualifier in the Top 20 this month is #13 creatine. (Supplements always make Amazon Roundups.) The next are #23-24 paper towels and gaming chair, then at #28, another supplement: protein powder. It has a 108% CTR for the month. Haha, and the next is a supplement too, #32 magnesium glycinate; it’s also got 108%.
Ranked from #51-100
Strong start here: #53 owala has a monthly CTR of 109%. Then we have #60 mini fridge, #67 air purifier, and #71 water bottle.
#71: “water bottle;” February CTR 98%
This shopper search is at its 15-mo low and that is still nearly 190K searches! What we like best about “water bottle” though is that it’s a product many of you could sell. Offering them personalized, customized, or hand-painted could give you that competitive edge.
Returning to the Roundup, next we have #77 xbox controller, #79 hdmi cable, #81 usb hub. And the last three in the Top 100 are #85 rice cooker, #88 mac mini, and #99 iphone 17 pro max case.
Next, from #101-150
At #111 there’s ethernet cable, followed by Roundup regular #115 standing desk. It has a monthly CTR of 135%! But we featured “standing desk” in the Roundup in our November trend report. Since we like finding fresh leads for you, we’ll move on. Just know that its search rank and CTR stats are even better now than they were then! If you’re here for ideas of what to sell on Amazon, standing desks are well worth researching.
Next up are #121 power bank and #125 couch. Then at #129-130 are shower curtain and wallet. We featured both of the latter in October; both are Roundup regulars. Up next, another supplement, #133 ashwagandha, followed by #136 rtx 5090, #142 macbook pro, and #145 apple pencil. Then at #147 is electric toothbrush, followed by #150 iphone 16.
Ranking #151-200
Here we begin with the pair at #155-156: body wash and protein, followed by #166 tv stand. Next up are #169 trash bags, #171 portable monitor, and #175 shoe rack. “Shoe rack” is another Roundup regular; we featured it most recently in December. Then we have #178 cat litter and #182 keycaps.
#182: “keycaps;” February CTR 82%
Interesting! “Keycaps” is an Etsy Roundup regular, but not so for Amazon. Indeed, we don’t recall ever seeing it qualify on Amazon before.
Now, if you read many of our Etsy trend reports, you know how much we love this product. The reason is its “high barrier to entry.” That’s jargon for a popular item that for specified reasons has low competition. In the case of keycaps, the barrier is the specialized skill required to make these. Mind you, this only applies to the types of keycaps that are allowed to be sold on Etsy.
In Amazon search results, all the keycaps look mass manufactured. But a search for “artisan keycap” turns up 1000+ listings. Here’s its data in Keyword Tool.
And of course there are all the keycap-related searches like custom and resin and spacebar. Lots of way to niche down. Could be worth researching if this is a niche that interests you. And we’ll be keeping an eye out for “keycaps” in Amazon Roundups from now on, too.
Meanwhile, we have CTR high flyer #186 table (110%!), followed by #188 iphone 15. Then three more high flyers: the pair at #190-191 shower head and turbotax 2025, then #200 desk chair. The latter has 119% for the month.
Finally, ranking #201-250
At #205 is jellycat, followed at #215-216 by iphone 17 pro case (123%!) and blue light glasses. Next up, #218 floor lamp, #220 creatine monohydrate, #225 lighter, and #227 desk mat. (We featured “desk mat” in November’s Roundup; one for you Custom sellers?) And then at #235 we have laundry basket, followed by #241-242 heated blanket and journal.
#242: “journal;” February CTR 90%
Looks promising! And by the way, related search “leather journal” has an *Average* CTR of 107%! Might be worth having a poke around in Keyword Tool.
And that’s a wrap for this month. We hope some of these prove to be profitable leads for you.
As for us, we’re off to see what’s trending on eBay!
And as always, we love hearing what you think! Got questions or suggestions? You’re welcome to join us in eRank’s private Facebook group. With over 29,000 members from around the world, someone friendly is always up and about. And don’t miss our weekly live Q&As on YouTube, where you’ll also find dozens of eRank tutorials, demos and more! Like TikTok? We’ve got lots of fun how-tos there, and here we are on Pinterest, Reddit and Threads.
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.
