Top Amazon Products Shift as Christmas…

Top Amazon Products Shift as Christmas Draws Near

A few weeks ago we covered the top Amazon products on Thanksgiving and Black Friday—how has holiday demand on the top retailer changed? Heading into the homestretch, internal Amazon searches confirm that it’s crunch time for many shoppers. The top Amazon products have changed, as more shoppers seek easy solutions to their gift list.

Last week, “gifts for men” was the third most popular search conducted on, moving 18 spots up the rank. Likewise, Gift cards of Amazon made it to number 8, up 50 spots week over week. In fact, variations of “gift cards” occupied four spots in the top 50 search variations, with nearly all of them up week over week. Likewise, variations of “gifts for” occupied four spots in the top 50, with all four being up in the past week. Along the same vein, searches for “gift baskets” were up 187 spots. “Bath bombs” and “dog toys” were also up noticeably in the past week.


While the top Amazon products usually dominate the top 10, this is the first time we’ve seen only one non-Amazon product, the Instant Pot, at the top of the list. The Echo Show, Amazon’s Echo with a screen, has also made it into the top 10 for the first time this holiday season suggesting that so many people have brought Echo’s and Dots into their home that they are now looking to add a screen to the mix.

Among the top trending products were Philips Sonicare toothbrushes, a PlayStation 4 Slim console bundled with Start Wars Battlefront II, Oculus Rift, Tile Mate key finder as well as Amazon eGift cards. Gift card searches will likely continue to trend upwards until Christmas Day, when they usually peak.


Analysis conducted by Hitwise Custom services. internal search data and product page visitation data pulled during the week ending December 17th, 2017.

Want to learn more about Amazon analytics? Hitwise can track the entire conversion funnel for any product or category on Amazon, from internal search, to product page visits and conversions. You can learn more or request a free demo here.

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