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Real-Time Consumer Pulse

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With the onset of Shelter-In-Place across the nation, consumer intent for goods has changed drastically and continues to change on a week-to-week basis as people go through phases of this quarantine. We are tracking overall changes in consumer intent by keyword and by category on Amazon on a weekly basis. With 50% of product searches starting on Amazon, these statistics can be expected to be representative of the greater US population. Amazon ad spend & sales will typically lag but follow these trends. These trends also reflect what is happening with offline accessibility and availability.

Please sign up or check back with us weekly on how these vertical trends could be affecting your business and marketing effectiveness and be the first to know when consumer behavior shifts. The data will be updated by EOD Tuesday each week. For specific detailed category and keyword-level data as well as alerts for when consumer demand shifts for your products or product category, please sign up to access our interactive dashboard for free.

Week ending July 4, 2020

Working out at home

Gyms have largely been reopened in phases in June around the country, though they are still considered one of the most high-risk businesses. While some are lining up for their allotted time slot at their local gym, others are wary of the risky setting and reports of COVID-19 outbreaks occurring at fitness centers. Hotspot states are even starting to close gyms back down.

  • The Fitness and Sports (+3%) category has seen fairly volatile changes, first seeing surges in keywords like “dumbbell set”, “exercise bands”, “squat rack”, and “treadmill” in late March, and seeing incremental spikes in mid-May, and again this week.

 

Toys and games for families and kids

With “stay-at-home” orders more and more relaxed, people have less need to buy new toys and games to entertain themselves.

  • Following a surge that lasted throughout March for indoor toys like “board games” and “puzzles”, we saw another increase in May for outdoor toys such as “roller skates”, “cornhole”, and “water guns”. This week the Toys & Games (-4%) category saw its fifth-straight week of WoW decreases.

 

Safety Precautions in Canada

Similar to the U.S., Canada first saw COVID-19 cases rapidly growing and eventually doubling day over day in March. While the country has since had more success in flattening the curve since then, Canadians are still following the same buying pattern for health supplies as Americans last week as their country also continues to reopen.

  • After a five-week streak of WoW decreases, the Health Supplies (+15%) category saw the largest WoW increase, thanks to dozens of variations of “face mask” and “thermometer”. This mirrors exactly what we saw last week in the American market.

Summary

Toys & Games Category WoW Changes

Canada - Health Supplies Category WoW Changes

Week ending June 27, 2020

One step forward, two steps back

Even as the hardest hit states across the US have shifted to new phases of reopening, many have seen surges in COVID-19 infection rates that continue to reach new highs. Larger states like California, Florida, and Arizona are continuing to report new daily highs in confirmed cases, and we see this clearly reflected amongst search behavior across Amazon.

  • Dozens of variations of the terms “face mask”, “thermometer”, and “disinfectant” led to a +27% to Health & Supplies category during the time frame of June 21st 2020 – June 27th 2020

 

Potential return to ‘stocking up’

With each new report of higher COVID-19 infection rates, Amazon is beginning to show signs of more consumers returning to panic buying habits. This week’s data shows more similarities to late March rather than early June, with a +13% change to Household Supplies following 10-straight week’s of WoW decreases.

  • The number one ‘panic buying’ item Americans stocked up on was “toilet paper”, which was the #1 search term on Amazon throughout late March and all of April. This week it reached the top 25 search terms after dropping from #1 search term and off the top 25 list completely for the past two weeks

 

Enjoying summer outdoors

Starting Memorial Day Weekend to the present, consumers have been shopping for materials and accessories for summer outdoor activities, especially going into the 4th of July weekend. With national parks, lakes, beaches, hiking trails and more open across the country, people are finding ways to socially distance outdoors.

  • Outdoor Recreation (-2%) Category had a slight overall decrease but were still seeing increased traffic on the search term level around queries such as “pools”, “beach tent”, and “inflatable kayak” from June 21st 2020 – June 27th 2020

 

A potential return to in-person shopping

While some still prefer doing their shopping online, others are excited to get inside stores. Most retailers and shopping centers are open for business, and patterns are emerging that consumers are beginning to flock to retail in place of online shopping from home.

  • Contrary to last week’s prediction, the Amazon Big Style Sale (June 22 – June 28) was unable to mitigate the losses in the Clothing & Apparel (-7%) category WoW. This was the second straight week of decreases, following a 10-week streak of positive changes.
  • However, the Clothing & Apparel (+8%) category did see a positive change in Canada.

Summary

Gifts & Holiday Category WoW Changes

Health Supplies Category WoW Changes

Outdoor Recreation Category WoW Changes

Week ending June 20, 2020

As expected, the Gifts & Holiday (+80%) saw the largest WoW category increase going into Father’s Day. Looking ahead, while Father’s Day-related keywords are sure to drop off the top 1,000 list, we expect to see this loss mitigated by 4th of July-related search terms. Looking back to 2019, we started seeing a few 4th of July search queries pop up in mid-June and gain more momentum by the last week of June, a timeline we are seeing being reflected YoY.

The Clothing & Apparel (-2%) category saw a negative WoW change after 10-straight week’s of increases in search query volume. This category was initially one of the ones that got hit the hardest at the onset of quarantine, showing dramatic decreases in the month of March. However, in early April, the category bounced back with volume around both summer clothing and loungewear. Though this week showed a decrease, the category still has the second most search terms within the top 1,000 list (147, following the Home & Kitchen category’s 233). The WoW decrease might be attributed to the fact that the majority of the country, especially densely populated states such as California and New York, have begun allowing retail businesses to open back up. In most places nationwide, retailers and malls are not only open for curbside-pickup, but also for in-person shopping. However, with Amazon’s Big Style Sale running from June 22 to June 28, we expect to see this category back on the positive side next week.

We also saw 3 iterations regarding former National Security Advisor, John Bolton’s memoir ahead of its June 23 release. These variations included “the room where it happened john bolton”, “john bolton new book”, and “bolton book on trump”, all from the Entertainment category. Additionally, though some terms saw another week of negative WoW changes, Black Lives Matter keywords still have frequent appearances throughout the top 1,000 search terms list. Within Clothing & Apparel, we saw “black lives matter shirt” and “juneteenth t-shirts”, and in Entertainment we saw “the hate u give”, “just mercy”, and “white fragility”.

The top 25 search terms saw few WoW changes. The top three most searched strings were “face mask”, “face mask reusable”, and “masks”. Additionally, within Amazon Retail Analytics Premium, we see 1 product (ASIN: B088SHJZTK) as either the #1 or #2 clicked ASIN for 4 of the top 20 search terms across all of Amazon. We also saw five Electronics category keywords reach the top 25, including “iphone 11 case”, “airpods”, “apple watch bands”, “iphone charger”, and “led strip lights”. As things slowly shift back to ‘status quo’ and with new Samsung and Apple products on the horizon (slated for August-September), we expect to see the Electronics category dominate more of the top search terms, as it has historically done.

In Canada, we’re seeing a huge surge in products for outdoor activities, such as camping and fishing, just like we did in the U.S. Keywords such as “picnic blanket”, “sleeping bag”, “tent”, “bear spray”, and “mosquito zapper” from the Travel category, and “fishing rod”, “paddle board”, and “golf” from the Fitness & Sports category see positive WoW changes. Additionally, the Entertainment (+21%) category saw a WoW lift, mostly thanks to “amazon canada prime” and “amazon prime” appearing within the top 1,000 terms last week and making huge jumps to rank 1 and 238 respectively this week.

For the full category and keyword data please login to our interactive dashboard.

Summary

Gifts & Holiday Category WoW Changes

Canada - Entertainment Category WoW Changes

Week ending June 13, 2020

The Entertainment (+35%) category saw another week of large WoW gains. We’d attribute this traffic to several new search queries that broke the top 1,000 search terms, such as “knives out”, a film that was released on Amazon Prime on June 12. Although showing some negative WoW changes in search volume, Black Lives Matter and LGBT pride content continue to be prevalent, with queries including “white fragility”, “just mercy”, and “the hate u give”. Lastly, we saw even more traffic around content in various languages spoken in India, including “tamil movies”, “malayalam movies on amazon prime”, and “gulabo sitabo” in addition to “telugu movies on amazon prime” and “hindi movies”. We’re seeing that consumers are preferring Amazon Prime’s catalog of Indian films to the small selection from other top competitors such as Netflix or Hulu.

The Beauty & Wellness (+2%) category saw a small increase WoW after seven straight weeks of negative changes in search query rank. While the category saw surges throughout March and April for at-home salon products such as hair clippers, hair dye, and nail polish kits, we saw consumers lay off these products as more salon businesses began reopening across the country in May and June. However, this week did see a slight uptick category wide, thanks to products trending on social media. “The ordinary” and “cerave” are two skincare brands extremely popular with beauty/skincare content creators on Tiktok, Instagram, and Youtube that saw positive WoW changes.

Now on five and three weeks straight of WoW decreases respectively, the negative changes in Household Supplies (-23%) and Health Supplies (-7%) categories show consumers buying cleaning products less and less. Variations of “disinfecting wipes” and “face masks” make up most of the keyword-level positive changes in those categories, in addition to other products relating to the outdoors, such as “sunscreen” and “bug zapper”. However, the number of variations of these products, in addition to variations for gloves, toilet paper, paper towels, and other cleaning products, have greatly declined over the past month. We see consumers are shopping for outdoor protection, as opposed to stocking up on products for staying indoors.

This week’s top 25 search terms saw some changes, with more electronics and summer-related products ranking higher, and less emphasis on health and household supplies. Looking back at June 2019, nearly all of the top 25 search terms fall into the Electronics category, mostly revolving around iphone accessories with “wireless earbuds”, “iphone charger”, “Bluetooth headphones”, “airpods”, “headphones”, and “iphone xr cases” ranking the highest YoY. This week, we see a couple keywords relating to the iphone, apple watch, and gaming make the top 25 list. We also see “pool” reach number 2 and “swimsuits for women” reach number 14, both the highest they have ranked year to date. “Womens summer tops” also reached the top 25 list for the first time in 2020. On the other hand, “toilet paper” and “disinfectant wipes” dropped off the top 25 list entirely for the first time since the last week of February. This week those keywords ranked 32 and 75 respectively. Lastly, we were surprised to see that no Father’s Day-related keywords made the top 25 search term list at all this week.

In Canada, the Home & Kitchen (-3%) saw its second week of decline after ten straight weeks of positive changes. We saw decreases in a myriad of various home appliances, from kitchenware to outdoor patio furniture to household decor. However, a notable call out that we’d attribute the decrease to the calming of the heat wave that passed through various parts of Canada in late May. Comparing two weeks ago to now, “air conditioner” went from rank 3 to rank 109, “portable air conditioner” from 5 to 103, “tower fan” from rank 73 to 755, and “window fan” from rank 273 to dropping from the top 1,000 entirely. As we’re still at the beginning of the summer season, we’d expect to see these rankings change and show increases in accordance with major weather patterns throughout the summer.

For the full category and keyword data please login to our interactive dashboard.

Summary

Beauty & Wellness Category WoW Changes

Week ending June 6, 2020

In direct response to the biggest week of Black Lives Matter protests nationwide, the keywords with the biggest WoW gains in search queries were “black lives matter” (+89%), “pepper spray” (+82%), and “gas mask” (+71%). As predicted, other protest-related gear also saw increases, such as “first aid kit”, “safety glasses” and “backpack”. Most notably, “black lives matter shirt” (+91%), which broke the top 1,000 search terms for the first time last week at rank 800, jumped to rank 69 this week. We would also attribute the WoW increase in the Food (+6%) category to the subsequent curfews and limited store hours (such as Target) in heavily populated areas. Not only did “water” and “food” see large WoW increases, but we also saw snack items and some staples show positive changes after weeks of declines, such as “chips”, “cereal”, “cookies”, “bread”, “eggs” and “milk”.

The Fitness & Sports (+9%) category saw a positive change after two weeks of negative changes. While the category initially saw a 200% increase in search term rankings at the onset of quarantine due to home gym-related products, this week’s growth came mostly from products related to a wide variety of outdoor sports and activities, including “longboard”, “fishing lures”, “golf”, “bike helmets for adults”, “paddle board”, and “camping accessories”.

Following a small increase last week, the Entertainment (+35%) category saw the biggest positive change WoW. After two weeks of declining numbers, we saw big increases in “movies”, “comedy”, “documentaries” and more keyword strains related to streaming content. We would attribute these increases to the surplus of new content on Amazon Prime on June 1. Interestingly, two keywords that saw large WoW gains were related to Indian films: “telugu movies on amazon prime” and “hindi movies”.

Though the overall Gifts & Holiday (+7%) category saw increases WoW, we were surprised to see that all of the Father’s Day-related keywords in the top 1,000 search term rank saw negative changes in search query volume. The growth within that category is attributed to four different variations of “amazon gift cards”, while “fathers day gifts for dad”, “fathers day”, and “fathers day gift” all saw WoW decreases. It is likely that the next week will bring another surge of Father’s Day-related keywords, as the biggest influx of volume for around Father’s Day came the second week of June in 2019.

In Canada, the Clothing & Apparel (-13%) saw a significant drop in WoW volume after ten straight weeks of increases. Many of the summer clothing keywords that saw positive changes over the past two and a half months saw decreases, such as “shorts”, “summer dress for women”, and “bikini”. However, “sunglasses” saw a major lift WoW from rank 186 to rank 5 out of the top 1,000 search terms in the whole country. On the other hand, the Food (+24%) category saw its first week of lift in ten straight weeks of decreases. We saw positive changes in snack-related foods, such as “chocolate”, “candy”, and “cookies”, and keto diet-related foods, as opposed to the pantry basics and baking products we saw surge during the onset of quarantine.

This week’s top 25 search terms saw very little WoW changes. The top 8 ranked search terms remained the same WoW: “face mask”, “clorox wipes”, “pool”, “hand sanitizer”, “iphone 11 case”, “face mask reusable”, “mask”, and “lysol”. Aside from variations on face mask and lysol products, we’re starting to see the list being dominated by electronics and summer clothing-related keywords, as we saw in 2019. “Toilet paper” fell even further to rank 15, the lowest it has ranked since February.

For the full category and keyword data please register for our interactive dashboard.

Summary

Health Supplies Category WoW Changes

Home & Kitchen Category WoW Changes

Week ending May 30, 2020

Following a significant drop last week, the Entertainment (+4%) category saw a bump back to the positive side. The largest keyword level change came from “hbo”, which alone saw a +50% increase, due to AT&T launching HBO Max on May 27th. While initial reviews of the new streaming service have reported “HBO Max Isn’t a Game Changer for AT&T” due to “confusing branding” and “uncertainty”, we still expect to see traffic around keywords relating to HBO and exclusive HBO Max content.

The Gifts & Holiday (-17%) saw another week of declines as fewer consumers are still searching for graduation gifts and decoration keywords. However, we did see further increases in Father’s Day-related terms, which have been slowly crawling up the top 1,000 terms list since mid-May. Looking back at 2019, the biggest influx of volume for Father’s Day keywords came the second week of June, so we are still awaiting this year’s surge.

Seventeen variations of the search term “face mask” saw positive WoW changes, including “face mask reusable”, “face shields”, “cloth face mask”, and “black mask”. In particular, within Amazon Retail Analytics Premium, we see 1 product (ASIN: B086KMYNSS) as either the #1 or #2 clicked ASIN for 5 of the top 30 search terms across all of Amazon. Not only do we attribute these increases to less strict COVID-19 quarantine practices, but also to a huge surge in Black Lives Matter protests. People are continuing to pour onto streets in groups of thousands, a major change from movement practices the past few months. Consumers are seeing the importance of face masks not only to protect themselves against COVID-19, but also to conceal their identities during protests. We expect to see surges in products recommended by organizations to carry to protests, including gloves, goggles, ear plugs, first aid supplies, water, and snacks.

As predicted last week, due to heat waves hitting the Western part of the U.S. and multiple provinces throughout Canada, both countries saw enormous surges for heat-relief products, raising the Home & Kitchen category +10% and +8% respectively. In the U.S. “portable air conditioner”, “air conditioner portable”, “air conditioner”, “pool”, and “fan” saw a minimum +75% increase in search term velocity. In Canada, the same five keywords saw a minimum +87% increase in search term velocity. Following these trends, we predict more volume increases within this category, potentially for patio furniture, pool toys and pool cleaning supplies, and dehumidifiers.

This week’s top 25 search terms saw “face mask” and “clorox wipes” take the number 1 and 2 ranking for the third-straight week. “Pool” jumped to the number 3 ranking, the highest it has ever reached in both 2020 and 2019. On the other hand, “toilet paper” fell to the number 10 ranking, the lowest it has seen since the last week of February.

Summary

Food Category WoW Changes

Fitness & Sports WoW Changes

Gifts & Holiday Category WoW Changes

Canada - Clothing & Apparel Category WoW Changes

Canada - Food Category WoW Changes

Week ending May 23, 2020

Outdoor and beach gear is continuing to slowly gain more traffic, with further increases in the terms “tent” and “beach chair”, and with “picnic basket”, “beach umbrella”, and “beach towel”, reaching the top 1,000 search terms list. Across the country, people flooded national parks and beaches over Memorial Day Weekend. With more outdoor public spaces opening up and summer weather rolling in nationwide, we expect more traffic relating to camping, going to the beach, golfing, and other socially distant outdoor activities. Also, the Food (+11%) category was up WoW, for the first time since the end of March. However, instead of seeing panic-buying habits, we see people purchasing for food while spending time outdoors. Pantry items that people stocked up on, such as “flour”, “yeast”, “pasta”, and “rice” remain down WoW, while products related to picnicking outdoors or at the beach, such as “snacks”, “chips”, and “ice cream” saw increases. Additionally, “keto snacks”, “keto”, and “weight loss” saw positive WoW changes, as more people prepare to spend time outdoors and in swimsuits during the summer.

Conversely, the Entertainment (-35%) category saw the biggest WoW decline. We saw people preferring to spend time outdoors rather than streaming content indoors, with “scoob”, “comedy”, “disney”, “documentaries” and other streaming-related keywords bringing in large WoW declines, and most notably, a -145% decrease for the search term “movies”.

As predicted, the Toys & Games (+11%) category continues to see growth around outdoor recreation and pool-related activities, rather than indoor games that we saw surge two months ago. “Water balloons”, “cornhole outdoor game”, and “pool toys” saw the biggest WoW changes, and “water slide”, and “inflatable water slide” reached the top 1,000 search terms for the first time in 2020. On the other hand, several variations of “puzzles”, including “puzzles for adults” and “1000 piece puzzles” saw their fifth-straight week of double digit WoW declines.

This week’s top 25 search terms saw little WoW changes, with “face mask”, “lysol” and “wipes” keywords seeing several frequencies and variations. Additionally, “Fathers day gifts for dad” reached the top 25 search terms for the first time. Looking back to 2019, Father’s Day-related keywords did not start picking up traffic until the second week of June, showing that consumers are searching for Father’s Day gifts 2 weeks earlier YoY.

We recently incorporated Amazon Search Term Data from Canada. Canada’s top 25 search terms appeared fairly similar to the U.S., with 6 variations of “face masks”. The Fitness & Sports (+8%) saw a positive WoW change for the first time in seven weeks. While home gym-related keywords such as “weights dumbbells set”, “yoga mat”, “treadmill”, and “gym equipment” saw decreases, outdoor sports-related products such as “golf”, “camping accessories”, “paddleboards”, “mountain bike”, and “basketball” saw increases above +30%. Similarly, the Health Supplies (+4%) saw its first WoW increase in 10 weeks. Keywords like “masks reusable”, “sunscreen”, “clorox wipes”, and “gloves disposable medical”, with several variations on face mask and wipes-related terms saw significant WoW changes. Like the U.S., these frequencies show us that consumers are shopping for products to protect themselves when spending time outdoors, rather than stocking up on household cleaning items. Lastly, Central Canada is experiencing a heat wave, and since many public cooling centers like shopping malls and swimming pools remain closed, we expect to see more search traffic for heat-relief tools, such as fans, air-conditioning, or inflatable pools.

For the full category and keyword data please register for our interactive dashboard.

Summary

Food Category WoW Category Changes

Entertainment Category WoW Changes

Toys & Games Category WoW Changes

Canada - Health Supplies Category WoW Changes

Canada - Sports & Fitness Category WoW Changes

Week ending May 16, 2020

The Beauty & Wellness (-12%) category saw its 4th straight week of incremental decline. As more states allow non-essential businesses, such as beauty and hair salons, to begin reopening, consumers are ditching the at-home treatments that we saw surge last month. Particularly, hair and nail-related products such as “nail kit”, “nail file”, “waxing kit”, and “hair clippers” saw decreases. However, many makeup-related search terms, such as “eyelashes”, “makeup bag”, and “eyeshadow palette” saw a WoW surge, as more people start to spend more time outdoors and in public.

We’re seeing more search volume around keywords related to outdoor gear, as more consumers look for a way to travel and spend time outdoors while maintaining social distancing. “Fishing pole” and “beach chair” reached the top 1,000 search terms list for the first week, while “tent”, “camping accessories”, “fishing”, and “golf balls” continued their upward trajectory of search-term ranking.

As the school year ends and we move into summer, we expect to see continued growth within the Toys & Games (+3%) category around pool and water toys/accessories. At the onset of COVID-19 and stay-at-home orders, Toys & Games saw a huge surge (+55%), but began tapering off with WoW decreases all throughout April. Looking back to 2019, “kayak” and “pool floats for adults” began surging mid-May, while pool-related keywords such as “inflatable pool” jumped starting in June. This year, we’ve already been seeing increased traffic around the same keywords starting in late-April, showing that consumers are searching for outdoor toys and water accessories 2-4 weeks earlier YoY. “Pool” ranked 19 out of all search terms across Amazon this week, breaking the top 25 for the 2nd consecutive week, while maxing out at a rank of 85 for all of 2019.

The Clothing & Apparel (+5%) and Electronics (+4%) categories saw 6 and 5 straight weeks of positive WoW changes respectively, the longest positive streaks currently for any category. As predicted, summer clothing and mobile accessories-related keywords are continuing to increase their score in the list of top-ranked search terms. We expect to see continued growth, as these categories dominate a majority of the top 25 search terms YoY.

This week’s top 25 search terms saw 6 variations of the number 1 ranking term, “face mask”, including “n95 mask” and “masks for germ protection”. There were also 4 variations of “lysol”, such as “lysol spray” and “lysol wipes”. With these frequencies, we see consumers shopping more for protecting themselves when venturing outdoors, rather than panic-buying and stocking up on household cleaning items.

For the full category and keyword data please register for our interactive dashboard.

Summary

Beauty & Wellness

Toys & Games

Week ending May 9, 2020

The Gifts & Holiday (+42%) category saw the largest WoW increase of high-ranking search terms for the 3rd straight week. While Mother’s Day-related keywords are sure to drop off, we’ve noticed consumers continuing to plan for 2020 Graduation and getting an early look ahead to Father’s Day. In fact, “fathers day gifts for dad” ranked 222 out of all search terms across Amazon, while never breaking the top 1,000 in 2019. Year over year, Father’s Day-related keywords surged the week of 6/15/19, though in 2020 we expect to see spikes in late May.

The Entertainment (+24%) category saw its 2nd straight week of lift. The largest keyword level change came from “star wars”, due to Star Wars Day celebrated on May 4th. Additionally, consumers are starting to take advantage of warmer weather nationwide, with even “slip and slide” ranking 769 as we head into summer.

Within the Health Supplies (-16%) category, the number of top-ranking search terms continued to subside. However, as new research emerges regarding a link between Vitamin D deficiency and an increased mortality rate of COVID-19, we’ve seen a 55% increase in search term rank for “vitamin d”.

With more and more states easing quarantine restrictions, we’ve continued to see broad changes in consumer demand. Clothing & Apparel (+17%) continued its 5th straight week of increases in consumer demand with top search terms being “fashion”, “jewelry”, and “womens tshirts”. On the other hand, Food (-5%) saw its 7th week of reductions in demand as more restaurants open up. Notably, baking-related food products such as “yeast for bread”, “flour”, and “eggs” showed contractions. However, we’re keeping a close eye as more reports of meat shortages continue to affect food supply nationwide. Lastly, as people step outdoors more, we saw a surge in the keyword “lysol laundry sanitizer”, which contributed to the lift in the Household Supplies (+10%) category for the first time since 4/11.

We expect to see continued growth within the Electronics (+1%) category, which saw its 4th week of lift. Looking back at 2019, “bluetooth headphones”, “iphone chargers”, “airpods” and other mobile accessories search terms dominate nearly every spot of the top 15 search terms, with “wireless earbuds” most notably ranking 1 for six straight weeks. Also, as more consumers purchase the new MacBook and await the release of the Google Pixel 4a, we expect more volume around laptop and smartphone accessories.

Summary

Food

Clothing & Apparel

2019 Top 25 Search Terms

Week ending May 2, 2020

Across Amazon we continue to see COVID-19 panic buying subsiding, as Household Supplies (-27%) showed an identical decrease WoW, marking the 6th week of reductions in consumer demand. Multiple household products showed contractions, including “paper towels”, “bleach”, “tissues”, “hand soap”, “dish soap”, while most notably, “toilet paper” has also dropped from being the most frequently searched keyword for the first time since March 14.

Within Clothing & Apparel (+16%), we continue to see broad surges in consumer demand with more seasonal behaviors at play. Summer wear clothing maintained positive changes, particularly with “swimsuits for women”, “sandals for women” “mens shorts” and “dresses for women casual summer”. Conversely, at-home clothing keywords that previously saw positive spikes over the last three week period, such as “elastic bands for sewing”, “sweatpants for women”, “leggings”, “slippers”, are now negative in search volume week over week.

Seasonality was also a factor for the 2nd straight week across the Gifts & Holiday (+33%) category, as more consumers plan for Mother’s Day and Graduation across the US. Mother’s Day gift-related search terms in particular, such as “gifts for mom”, “mothers day card”, “flowers” showed increases WoW, and we expect to see graduation related keywords like “graduation gifts” and “graduation decorations 2020” proportionally increase as preparations across the country start in May and go through mid-June.

For the full category and keyword data please register for our interactive dashboard.

Summary

Household Supplies

Gifts & Holiday

Week ending April 25, 2020

COVID-19 panic buying around the country seems to have dramatically scaled back as the greatest decline week over week in categorical demand includes Household Supplies (-27%) and Food (-18%) categories. Household Supplies initially increased threefold (+329%) at the onset of COVID-19. Week-over-week keywords with the biggest changes in demand in the Household Supplies category include “toilet paper”, “paper towel”, “toilet tissue”, and “toilet paper bulk”.

We are seeing a continuing increase in demand within the Clothing & Apparel category (+20%). Initially, at the onset of COVID-19, Clothing & Apparel took the largest hit (-69%), but now (5 weeks into the quarantine) is starting to climb its way back up in consumer demand; jumping from a low of 2% to 9% of the top 1,000 search terms. Week-over-week keywords with the biggest changes in demand in the Clothing & Apparel category all relate to women’s summer wear. Search terms include “swimsuits for women“, “bikini“, “shorts for women“, “sunglasses for women“, “sandals for women“, and “summer dresses for women“.

Of all categories this week, Gifts & Holiday experienced the largest increase (+50%). Keywords with the biggest changes in demand in the Gifts & Holiday category include “mothers day gifts“, “gift card“, “mothers day“, and “graduation decorations 2020“, as Mother’s Day and graduation are around the corner.

As always, for full category and keyword data please register for our interactive dashboard.

Summary

Apparel

Gifts & Holiday

Week of April 18th, 2020

Over the last week we are seeing the largest jump in the demand within the Clothing & Apparel category (+70%) as well as the Electronics category (+58%). Clothing and Apparel took the largest hit initially (-86%) and now 4 weeks into the quarantine, is starting to climb its way back up in consumer demand. Car/Car Accessories are surprisingly showing a small upward trend.

The greatest decline in categorical demand over the last week include Food (-51%), Household Supplies (-20%) and Health & Personal Care/PPE (-20%) categories. The keyword with the biggest jump week over week is “mothers day gifts“.

Week over week keywords with the biggest changes in demand in the Electronics category include “led strip lights“, “gaming chair“, “gaming laptop“, “ring light“, “airpods” and “wireless headphones“, motivated by those gaming at home or working from home.

Week over week keywords with the biggest changes in demand in the Clothing & Apparel category include “womens tops“, “bras for women“, “womens slippers“, “sandals for women“, “summer dresses for women“. For those servicing this category, we recommend ensuring inventory levels and related ads for female apparel are prioritized and ready to go.

For full category and keyword data please register for our interactive dashboard.

Summary

Apparel

Electronics

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