Amazon 2024 Consumer Insights Reports Released

Amazon recently released a consumer insights report for 2024 and it shed some light into the overall search volume for Amazon and the most searched-for products and categories. The report provides valuable insights into consumer behavior, highlighting key trends in search traffic, category growth, and monthly search fluctuations.

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Search Traffic Hotspots

One of the most important takeaways from the report is the breakdown of categories with the highest total search volume. Home & Kitchen leads the way with 18% of searches, followed closely by Clothing at 17%. Beauty & Personal Care and Toys & Games each account for 8%, while Electronics captures 6% of total searches. Other notable categories include Sports & Outdoors, Grocery, and Tools & Home Improvement, all at around 5%.

This data suggests that consumers are still prioritizing home improvement, personal care, and clothing purchases when shopping on Amazon. Interestingly, categories such as Video Games and Office Products account for a smaller percentage of total searches, indicating a shift in consumer demand towards essentials and lifestyle-related purchases.

Aggregate Search Volume by Month

The report also provides an insightful look at how search volume fluctuated throughout 2024. Amazon's search volume started the year at 14.23 billion searches in January but experienced a slight decline in the following months, reaching a low of 10.63 billion in June. However, search volume began climbing again in the second half of the year, peaking at 20.93 billion in December.

This pattern aligns with traditional shopping trends, where consumer interest wanes during the spring and summer months before ramping up significantly in the holiday season. The surge in November (18.03 billion) and December highlights the dominance of holiday shopping on Amazon’s platform.

Growth Leaders

While overall search volume tellsan important story, understanding which categories are growing the fastest reveals emerging trends. According to Amazon’s report, Patio, Lawn & Garden experienced the highest annual growth at an astonishing 630%, followed by Handmade Products (427%) and Toys & Games (412%). Other rapidly growing categories include Clothing, Shoes & Jewelry (363%) and Electronics (266%).

The data indicates a significant rise in demand for outdoor products, handcrafted goods, and entertainment-related purchases. Additionally, categories like Industrial & Scientific (237%) and Grocery & Gourmet Food (152%) saw notable increases, reflecting the continued shift towards e-commerce for specialized and everyday needs.

Top Subcategory Growth Trends

Beyond major categories, Amazon’s report also examined subcategories with the highest percentage growth. Pet Supplies led the way with an explosive 38,466% growth, followed by Snow Removal (19,882%) and Fresh Meal Kits (8,917%). Other fast-growing subcategories included Pest Control, Material Handling Products, and Kids’ Electronics, all showing exponential increases.

Breaking it down further, Amazon identified key growth areas within three primary segments:

• Hardlines: Snow Removal, Pest Control, and Material Handling Products showed the most growth.
• Softlines: Pet Supplies, Fabric Decorating, and Beauty & Grooming stood out as strong performers.
• Consumables: Fresh Meal Kits, Snacks & Sweets, and Gift Wrapping Supplies saw significant demand increases.

These trends suggest a growing consumer focus on home maintenance, pet care, and convenience-oriented food solutions, aligning with shifts in lifestyle preferences.

Conclusion

Amazon’s 2024 consumer insights report highlights the evolving nature of e-commerce and how consumer interests are shifting over time. You can download the full PDF here.

Categories like Home & Kitchen and Clothing continue to dominate search traffic, while emerging trends point to increased demand for outdoor products, handmade goods, and pet supplies. The seasonal rise in search volume underscores the importance of key shopping periods, particularly the holiday season. Businesses selling on Amazon can leverage these insights to optimize their product offerings and marketing strategies to align with consumer demand.