Black Friday 2020 is almost here

What’s hot on Amazon: A keyword round-up for November 2020

At eCommerce Nurse, we’re always keeping an eye on the top search terms. For Q4 2020, we’ve decided to share some keyword trends we’ve spotted using our tools and systems.  We hope this gives you a broader understanding of what’s happening on Amazon and helps our clients optimise content for seasonal patterns, growth, and potential niches. This roundup focuses on and is for keyword data pulled the week ending 14 November.

This week in keywords

It appears that many people hitting Amazon this week are trying to get their hands on the elusive PlayStation 5. But it seems catching the Buy Box on this listing is about as rare as a Santa sighting in July. Four of the top 10 most-searched keywords this week were all related to this product, including, “PS5,” “playstation 5,” “ps5 playstation 5,” and “ps5 console.” We suspect this trend will continue through the key gifting period, along with another gaming console release, “xbox series x,” which was number 3 on the search frequency rank this week.

Playstation 5 sold out on

(An unavailable and very hot holiday item: the PlayStation 5 detail page on

Haul out the holly

Christmas preparations are now decking the halls of Amazon, with a plethora of terms climbing the rankings. “Christmas decorations,” “Christmas tree,” “LED lights,” and “Christmas decorations clearance” are all lighting up the top 20. Going deeper into the top 50, we’re starting to see more gift-related terms, too. Customers are beginning to search and shop for presents and top gifts for 2020, with “stockings” and “advent calendars” even getting a mention. 

Pandemic shopping continues

The reappearance of “toilet paper” in the top 20 reminds us all that we’re still in the middle of a global pandemic, and the threat of running out of an essential is never fun. “Face masks,” “paper towels,” and even more specific items like “N95 masks” and “face shields” are showing up, as consumers become more savvy with Covid-19 items that still dominate many product categories on the site.

Working from home is a long-term reality for many consumers these days. Amazon search trends show this, with “desk,” “blue light glasses,” “monitor,” and “office chair” helping us all settle in the spare room or a working nook in our residences. 

Black Friday 2020 is almost here

When is Black Friday? The perennial biggest shopping day of the year is 27 November this year. While it used to be a day for an early-morning bargain-hunt at brick-and-mortar stores, the pandemic and overall growth of e-commerce has forced it to evolve. Many retailers now span a range of deals starting before Thanksgiving and continuing through Cyber Monday. Consumers aren’t missing a beat on Amazon, and are searching for “Black Friday deals 2020” while ramping up traffic on Amazon’s Black Friday Deals Week page.

The Black Friday Deals Week page as of November 14 2020.

(Screenshot of the Black Friday Deals Week page on this week.)

When the weather outside is frightful

In the northern hemisphere, it’s getting colder by the day and Amazon trends for winter-wear continue to heat up. “Slippers for women,” “boots for women,” “sweaters for women,” and “slippers for men” are all currently making an appearance in the top 200. These items are all quite gift-able, too, and prove it’s not just women who get cold feet. 

Stay tuned for more fun keyword roundups during peak holiday season from our team. If you need account assistance or an Amazon consultant, please contact us for questions. 

Dani Thompson

Dani Thompson

Dani Thompson is a senior client manager with eCommerce Nurse. As an ex-Amazonian, Dani has experience in merchandising, e-commerce strategy, and ensuring customers have an exceptional overall on-site experience. She is passionate about helping vendors and sellers optimise their presence on Amazon.

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