Amazon Consumer Search Trends & Insights Report offers key data on top search terms and consumer demand, helping sellers refine strategies for the holiday season and beyond.
Holiday sales have begun, but what if your strategy could still improve? Many sellers miss opportunities by focusing solely on in-season data.
That’s where Amazon Consumer Search Trends & Insights Report comes in.
This monthly report helps sellers identify customer demand trends and optimize their approach—just in time for the holidays and the critical Q1 season ahead.
Babita Neeraj Shukla, E-Commerce Adoption and Consumer BehaviorBusinesses that do not satisfy the need for integrated mobile, delivery, and omnichannel services will struggle as more consumers shift towards online shopping.
What Is the Amazon Consumer Search Trends & Insights Report?
Amazon’s Consumer Search Trends & Insights Report is a new resource designed to help sellers understand customer demand and identify high-growth opportunities. It provides a summary of the previous month’s top search terms and trends, highlighting key purchase drivers across different product categories.
The details from this initial report were based on the September 2024 data. The findings in this report will be updated monthly, providing sellers with insights on what products to focus their Amazon SEO and Amazon PPC efforts on, what products to highlight on their Amazon storefront, or what products to launch or start selling in the coming months
It categorizes trends across specific product groups, including Softlines like clothing, Hardlines such as appliances, and Consumables like food and household items. Additionally, the report offers direct access to the Product Opportunity Explorer, allowing sellers to conduct more detailed analyses of trends and opportunities.
Key Data and Insights in the Amazon Consumer Search Trends & Insights Report
The report analyzed search trends across Softlines, Hardlines, and Consumables. Here’s what sellers can expect from this valuable resource:
- Interest Over Time
Tracks search volumes, top-performing categories, and trending search terms, highlighting subcategory growth and decline over 90 days.
- Niche Growth
Identifies top niches driving subcategory trends, showcasing growth and decline in search volumes.
- Product Launch Success
Evaluates new product performance by category, analyzing click rate and market growth by click share.
- Customer Ratings
Lists top niches with below-average ratings to help sellers improve product offerings.
- Holiday Trends
Highlights top searches and growth trends from Q4 2023 for seasonal planning.
Plan of Action to Maximize Profits This Holiday Season And Beyond
Analyze the Customer Funnel
Alex Quin, Forbes Council MemberTo turn these prospects into buyers, you can deploy effective marketing campaigns using a marketing funnel.
By analyzing the customer funnel, sellers can identify key stages in the purchase lifecycle where they should focus their investments. Concentrating efforts on the awareness and consideration stages through targeted Amazon PPC ads or promotions will help increase impressions and drive clicks.
Customers at different stages (awareness, consideration, purchase) have unique needs. Shoppers may skip stages or move between stages simultaneously (e.g., a customer seeing an ad, then searching the product on Amazon).
No two journeys are the same. Some shoppers might enter at the consideration stage, while others might directly purchase.
Steps for Building a Full-Funnel Strategy on Amazon:
- Ensure Products are Ready to Buy
Optimize product pages, images, reviews, and content.
- Target Likely Buyers
Use Sponsored Products and remarketing ads for high-intent shoppers.
- Stand Out in Your Category
Use targeting ads to differentiate from competitors.
- Build Brand Consideration
Use video and display ads to tell your brand story.
- Expand Reach
Use Amazon DSP to build awareness through various media channels.
Optimize Keyword Strategy
The Amazon Consumer Search Trends & Insights report includes keywords with high search volumes, which sellers must leverage on in their Amazon SEO plan. For example, clothing and accessories in the Softline category, are seeing high search volume growth.
Sellers should refine their keyword optimization to capture a larger share of this increased demand. This includes adding trending search terms, like “sweaters” and “hoodies,” in titles, bullets, product descriptions, A+ content crawlable text, and image alt text to improve visibility and attract more customers.
Capitalize on High-Interest Trends
Look at trending search terms with significant growth in the last 90 days (T90D). For example, sweaters, fashion hoodies, and masks were all seen with substantial consumer interest. Sellers should consider promoting or launching products that align with these trends, such as fall clothing or Halloween-related items like costume masks.
Focus on Complementary Products
The growth in categories like costume masks and hoodies may signal an opportunity to expand product offerings. Sellers should consider adding complementary items (e.g., scarves, gloves, or matching accessories) to their inventory to cater to the increased consumer demand.
They can also create virtual or physical bundles and product kits containing these complementary items. Here’s a video to watch to learn how to create a variation product bundle that you can feature on your Amazon storefront.
1. Identify Frequently Bought Together Products
Imagine you sell balloons in various colors, each product can be a separate SKU (e.g., red, blue, green balloons).
Identify complementary products. Look for products that are commonly purchased together, such as a specific balloon color and a refill kit.
2. Create a Virtual Bundle
Instead of creating a physical bundle, create a virtual bundle where customers can get multiple products in a single purchase at a discounted price.
Example:
Offer a bundle that includes red, blue, and green balloons, along with a balloon pump or refill kit.
3. Add Variations to Individual Products
Keep individual products available for purchase separately. Customers should still have the option to buy a single color or item, but the bundle provides added convenience.
Example:
Each balloon color (red, blue, green) remains available as a single purchase, but the virtual bundle allows customers to get all three together.
4. Create a New SKU for the Bundle
Create a unique SKU for the virtual bundle, such as a “Balloon Pack” SKU. This SKU will represent the combination of multiple individual products.
Example:
If you’re bundling a set of three different color balloons, the SKU would be for a bundle of red, blue, and green balloons. You could also have smaller bundles like only green and blue if needed.
5. Set Up the “Frequently Bought Together” Feature
Use Amazon’s “Frequently Bought Together” feature to display the virtual bundle on the product pages of individual items.
Example:
On the page for the red balloon, show a suggestion for the “Balloon Pack” (the virtual bundle), including other colors of balloons and accessories like refill kits.
The objective of this is to make it easier for customers to buy the entire set of products they want in one click. This reduces the chance of losing a sale because the customer has to search for individual items or purchase from different sellers.
Analyze sales data to refine the bundles. If customers often buy specific combinations of products, adjust your bundle SKUs to reflect these preferences and optimize the offering.
Leverage Opportunity Explorer
For deeper insights, use the Opportunity Explorer tool in Seller Central. This tool provides detailed data on trending niches, so sellers can refine their strategies further and make data-driven decisions for the upcoming quarter.
Sellers face several challenges when utilizing the Amazon Consumer Search Trends & Insights Report, such as interpreting complex data and identifying which trends align with their products.
Additionally, fast-moving trends can make it difficult to react quickly enough to capitalize on them. To overcome these hurdles, partnering with an Amazon agency or professional can provide valuable expertise in analyzing data and implementing effective strategies.
Successfully and profitably sell on Amazon by focusing on refining keyword optimization, identifying complementary products, and implementing full-funnel marketing strategies to capture high-interest trends, ensuring they remain competitive throughout the year.
