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In the latest edition of our Amazon Trends Report, Mars UnitedSM Commerce provides detailed information about brand, item, and keyword trends for all major product categories on Amazon.com during July 2024. The analysis covers:
- Top Trending Brands by Sales
- Top Trending Items by Sales
- Top Trending Brands in Organic & Sponsored Search
- Top Trending Keywords in Organic & Sponsored Search
The full report utilizes data from Mars United’s Marilyn Ecommerce Insights Suite, which analyzes digital shelf and ecommerce performance to provide actionable search, sales, and shelf data for all major retail ecommerce platforms.
The following article looks at noteworthy trends across 21 top-line product categories, which represent Amazon’s own classification system. (Note: The term “Trending” reflects the brands, items, and keywords that experienced the most significant growth compared to the prior month.)
Among the top-line insights in this month’s data is that the highest trending keywords in organic search also trend highly for sponsored search across almost every major product category. Brands generally do well identifying and capitalizing on the most common search trends, but can often miss some of the less obvious ones.
Overall, trendy outdoor brands were prominent during the month across a number of categories:
Jansport trended highly for both organic and sponsored search in Clothing, Shoes & Jewelry; Sports & Outdoors; Computers & Accessories; and Electronics. “Jansport backpack” itself was a top trending keyword in Clothing, Computers & Accessories, Electronics, and Sports & Outdoors, while “Jansport backpack for girls” also trended in Computers & Accessories.
The North Face similarly featured prominently in several categories for organic and sponsored search: Clothing, Shoes & Jewelry; Computers & Accessories; and Electronics. “North Face backpack” was a top trending keyword for organic search in Computers & Accessories.
Yeti ranked as a top 5 brand for organic search in Sports & Outdoors; Kitchen & Dining; and Patio, Lawn & Garden, and in sponsored search for the first two categories. The keyword “Yeti Cooler,” meanwhile, experienced the second largest increase in Sports & Outdoor for organic search.
Drilling down into each category:
Arts, Crafts & Sewing: The venerable Elmer’s was the top-trending brand for both organic and sponsored search, which shouldn’t be a surprise considering that “glue sticks” was the top trending keyword in both areas. Based on keyword trends overall, back-to-school needs were clearly starting to become important for Amazon shoppers in July.
Automotive: Three specialty brands placed among the top 5 in organic and sponsored search: portable power solutions makers Ecoflow and Jackery, along with car care supplier Chemical Guys. “Ecoflow” was also a leading keyword in both areas, as was “generator” in general.
Baby: Owala water bottles appear to be a trend: The brand not only topped the list in organic search but enjoyed four of the 10 highest-trending organic search terms as well. Elsewhere, Pampers and Huggies diapers looked to be slugging it out in Sponsored Search.
Beauty & Personal Care: Love was in the air last month as “pheromone cologne” and “pheromone perfumes” were among the top organic keywords. Beetles gel nail polish was the only brand gracing the top 5 for both organic and sponsored search.
Camera & Photo: Security camera marketers Wyze, Eufy, and Aosu all landed in the top 5 for organic and sponsored search as related search terms (including brand-specific entries for Wyze and Eufy) dominated the list of leading keywords.
Cell Phones & Accessories: An eclectic group of big names (Sony, Samsung, Google) and smaller brands (Charcast, Miracase, Soundcore) peppered the top 5 in search results as accessories needs dominated trending search terms. Meanwhile, the “Apple” brand appeared multiple times among trending organic search terms.
Clothing, Shoes & Jewelry: The North Face was the only brand hitting the top 5 for both organic and sponsored search. Women’s apparel brands Blooming Jelly (in organic) and Cupshe (in sponsored) ranked highly in search results for the second straight month as trending keywords remained focused on seasonal apparel.
Computers & Accessories: HP ranked first among top trending brands by sales — noteworthy because large national brands rarely crack the top five. (Do StarGear or Yilador ring any bells?) Backpacks were the main focus of searches in the category (likely the results of back-to-school shopping), which led to Jansport and The North Face trending highly.
Electronics: Ditto in this category, where the hunt for backpacks had The North Face trending in organic and sponsored search and Jansport leading all organic brands. “Bone conduction headphones” placed among the top search trends in both areas.
Grocery & Gourmet Food: Two national brands earned spots among the top trending brands by sales — Monster Energy and King Arthur Baking — although neither appeared to be aided by corresponding keyword trends. Amazon’s own brands weren’t quite as prolific among top organic search brands as they were last month, but they did still account for three of the top five trenders.
Health & Household: Breathe Right was one of the two brands gaining slots in the top five for organic and sponsored search, thanks to “nasal strips” trending among keywords in both areas. Off! insect repellent also ranked highly in both places, likely due to its general seasonal usefulness.
Home & Kitchen: Heatwaves affecting much of the U.S. led to terms involving air conditioners, fans, and even “cooling blankets” leading the trending search keywords. Owala, however, was the only brand that made the top five in both organic and sponsored search.
Kitchen & Dining: The approach of school led to lunchbox searches — including “bento boxes” — leading organic and sponsored keyword search trends, although it was Owala and competing beverage container brand Yeti that earned spots among the top brands in both areas.
Office Products: Not at all surprisingly, back-to-school needs were prevalent across the category. And here, the top five trending brands were all well-known names: BIC, Five Star, Paper Mate, Expo, and Ticonderoga. Expo also ranked highly in sponsored search.
Patio, Lawn & Garden: With five of top 10 trending organic search keywords related to insect problems, Thermacell repellent ranked among the top five search brands on both the organic and sponsored lists. Seasonal searches for backyard and/or pool needs were common.
Pet Supplies: Keywords related either to keeping pets tranquil or off the furniture trended during the month, leading to brands like Comfort Zone and Feliway (calming sprays) along with Grannick’s Bitter Apple (deterrent) leading organic search. National brands Arm & Hammer and Milk-Bone were among the most prominent in sponsored search.
Software: Small business/personal software suite provider Truly Office trended even better in July than it did in June, landing in the No. 1 position for both organic and sponsored search. Microsoft products again dominated trending keywords, although cybersecurity software maker Bitdefender earned two spots, too.
Sports & Outdoors: Beach excursions were apparently quite popular during the month as shoppers searched for chairs, towels, tents, water shoes, and coolers. Yeti was the only brand topping the ranks in both organic and sponsored search.
Tools & Home Improvement: Trending keywords were an odd mix of terms representing personal needs (“ear plugs,” “dorm room essentials”), home enhancers (“ceiling fans,” “surge protectors”) and both belated and very early holiday needs (“father’s day gifts,” “Halloween”).
Toys & Games: Pool supplies were common among trending keywords, although “Crayola crayons” did slip into the mix. Related brands ranked at the top of trending brands, but Hasbro did hot both the organic and sponsored lists. (So did water games marketer Sloosh.)
Video Games: Games and game consoles dominated search keyword trends, with related national brands like EA, Microsoft and Oculus ranking highly, too. Data storage software maker Seagate, however, was the only brand that earned a spot on both lists.
The holistic Marilyn Ecommerce Insights Suite analyzes digital shelf and ecommerce performance to provide actionable search, sales, and shelf insights for all major retail platforms. For more information, contact Wade Hobbs at [email protected].
