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What’s hot on Amazon: A keyword round-up for January 2021

At eCommerce Nurse, we’re always keeping an eye on the top search terms. For 2021, we’ve decided to share the latest keyword trends we’ve spotted using our tools and systems. We hope this gives you a broader understanding of what’s happening on Amazon this January and helps our clients optimise content for seasonal patterns, growth, and potential niches. This is a New Year edition roundup of keywords for Amazon.com.

This week in keywords

New year, new pandemic it seems. Perhaps unsurprisingly, the focus on covid is back after a Christmas reprieve. Parents are still looking for ways to keep their kids entertained with “fidget toys” the most searched term on Amazon at the moment. 

(Search results for “fidget toys” on Amazon.com in January 2021. Which one would you buy?)

Handling the pandemic from home

Sales for pandemic-related products show no sign of slowing down as we head into 2021 with this new normal. In addition, “face mask,” “face shield,” “n95 mask,” “lysol spray disinfectant,” “masks for coronavirus protection,” and “paper towels” were all featured in the top 100. 

Working from home continues to be part of this new normal. Home-office set up ideas and strategies feature heavily on Amazon right now, with “desk” in the top 10. “Office chair,” “laptop,” “mouse pad,” “desk chair,” and “computer desk” all appear in top searches and are a sure sign that people may be fed up with working from the dining room table.  

Similarly, “earbuds,” “bluetooth headphones,” “airpods” as people look to free up their hands and multitask more than ever. We’re not sure how much the airpods will help, but we wish luck to the many who are attempting to homeschool and hold down full-time jobs at the same time.

Don’t forget the conversation hearts

Love is already in the air (and seemingly on the walls), with “valentines day decor” entering the top 10. “Valentine’s day gifts for him,” “lingerie for women,” “Valentine’s day gifts” and “rings” show that some people are getting a jump start on gift shopping.

Beyond toilet paper hoarding

Who knew that January was a popular time to get your bathroom in ship shape? Maybe because we’re maximising space in our homes and trying to create a sanctuary with a locked door. This week,  the terms “shower curtain,” “makeup organizer,” “dresser,” “bathroom decor,” “candles,” “bathroom organizer,” and “bathroom rugs,” all entered the top 200. Of course, no bathroom is complete without “toilet paper,” which is still a popular item, but has dropped just outside the top 100. 

The latest devices and accessories

Turning to tech, it appears Americans are accessorising Christmas presents with “iphone 12 pro max case,” “pop it,” “iphone 12 case,” “iphone 11 pro case,” “apple watch bands,” “gaming chair,” “nintendo switch games,” all featuring in the top terms. Of course they’re also taking it on the go with “portable charger” and “power charger.” 

New year, new you

What would January be without the traditional push of health and fitness items? Many people are still chasing the “ultimate 2021 body” now that the holidays are over, with “water bottle,” “yoga mat,” “resistance bands,” “adidas,” “protein powder,” “Fitbit,” treadmill,” and “massage gun,” all working hard in the top 200 Amazon search terms.

Women’s-specific fitness items also took a jump, with “waist trainer for women,” “workout tops for women,” and “leggings for women butt lift” all appearing, as well. Perhaps we can thank Instagram influencers?

Stay tuned for more fun keyword roundups from our team. And if you need account assistance or an Amazon consultant (whether you’re selling fidget cubes or leggings), please contact us for questions. 

[Data for this blog was for the week of 10-16th January, 2021].

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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