We monitor trending products on Amazon across all categories and regularly share our best finds. In addition, we're also sharing the raw data our algorithm produced in case you want to do your own research:
Here are five trends we are excited about.
Non-Alcoholic and Healthier Alcoholic Drinks
Interest in nonalcoholic and healthier alternatives to popular drinks is skyrocketing. For example, ‘non alcoholic wine’ gets 3,600 searches every month on Amazon at the moment.
There have been small spikes in interest in the past year with press articles, but nothing quite compared to the recent growth.
Opportunities in healthy alcohol and non-alcoholic alternatives (as well as food staples) continue to expand. Here are a few examples of brands already capitalizing on the trend.
- Kin has combined detoxing and drinking to take away the hangover but still provide a boozy sensation (with adaptogens and nootropics).
- Sangría Señorial is, you guessed it, a non-alcoholic alternative to sangria that becoming increasingly popular.
- One example in the "healthier alcoholic drink" category is White Claw with one of their main selling arguments being that each can contains just 100 calories. It became a cultural phenomenon almost overnight in the US in mid-2019 with frat-boy humour and proved its longevity with the huge growth in the hard seltzer category since then. During the 15-week period ended June 13, 2020, hard seltzer off-premise sales within U.S. retail quadrupled on a year-over-year basis, an increase of $900 million.
Alcohol is something that most people do not want to give up because of the social aspect and fun, but they are showing sustained willingness to switch to something that is slightly more nutritious and less damaging and to buy it online. For example, there are 2,465 searches for ‘clean gin’ on Amazon every month.
Healthy is percolating into all drink categories. The main opportunities exist in alcoholic and non-alcoholic drinks where the healthy drinks have not really disrupted the space yet. Perhaps the taste profile is not quite there, marketing hasn’t stuck or some other factor.
Another observation is that we have artificially sweetened drinks, could there be naturally sweetened drinks for people who do not want to drink chemicals? Healthy alcoholic cocktails for bars and restaurants or a 'DIY healthy cocktail kits' with green juices or, for example, a healthier version of a Pornstar martini?
The lockdowns have illustrated a growing fascination with birds.
For example, the ‘Bird Buddy’ Kickstarter campaign (as of February 2021) has hit €4.19m in funding with almost 23,000 backers.
The broader trend here is a desire to spend more time in nature and away from screens.
Dryrobe, built a brand around this concept as open-water swimming took off as an exercise alternative in nature during lockdown - there may be opportunities in creating an analogous modern brand for bird watchers.
‘Dog enrichment’ is the process of allowing a dog to engage in their natural behaviours (chewing, chasing, scavenging, smelling and playing). It's just another keyword emerging for a standard category in the pet space but keyword shifts always signal new ranking and PPC opportunities that may be untapped.
The search interest on Amazon has almost doubled since its last spike in late March 2020. ‘Dog enrichment toy’ also saw 74% increase in search interest in the past 30 days and ‘dog stimulation toys’ rose by 55% and ‘brain games for dogs’ by 62% as owners look to entertain their pets whilst lockdown persists and they need to get on with their days.
The monthly search volume now sits at roughly 400 searches and the interest has increased by +104% in the past 30 days.
Kongs, snuffle mats and muffin trays have been some of the most dominant products if you look at Google interest but the data from Amazon clearly shows people also looking for alternatives. ‘Dog enrichment ideas’ has 1,300 searches every month.
Rover.com lists the following six types of enrichment:
- Social enrichment (spent time with other animals),
- Cognitive enrichment (problem-solving e.g. via puzzle toys),
- Physical enrichment (adding complexity using dog pits or tunnels),
- Sensory enrichment (stimulate senses using, for example, bubbles and herbs)
- Feeding enrichment (make mealtimes more challenging using, for example, puzzle feeders)
- Toy enrichment (objects the dog can manipulate)
At least four of them are relatively untapped at the present. A lot of focus has gone towards toy and feeding enrichment as the above examples demonstrate, but less attention towards things like sensory (e.g. bubbles, herbs & spices, animal scents) and physical activities e.g. bury/dig pits and pop-up tunnels.
Just as Paleo dieting and biohacking became big niches based off funneling humans more towards their ‘natural/evolutionary’ behaviors, the same now seems to be happening for dogs.
No Drill Shelves
‘No drill shelves’ have seen roughly 2,290 searches in the past 30 days which is an increase of +167% over the previous month.
Amazon is showing a lot of rising queries related to the bathroom and shower for no drill shelves as renters look for convenience and easy-fittings during lockdown.
No drill shelves are most likely a by-product of the increasing ratios of renters compared to homeowners. We saw this with peel and stick wallpaper rising in search interest in 2019-2020 too.
This is a massive area with the trend only going in one direction at the moment. The number of households living in the private rented sector, for example, in the UK increased from 2.8 million in 2007 to 4.5 million in 2017 (about 1/5th of all households).
Lingering effects from the Great Financial Crisis, continued economic struggles, delayed families, postponed child-rearing and more location flexibility is all driving rental (or staggered payments vs. outright buying) choices across consumer industries. The primary group this has affected so far has been the 18-35 bracket but older age groups are also renting more too as US data shows.
As a result you have a large fraction of people who are not allowed to renovate their homes and there is a massive opportunity here to continue to disrupt other (beyond sofas, mattresses and beds) furniture or household durables that are conventionally 'permanent' OR where damage is usually done to the property (wallpaper, floors, patios, tabletops).
As an example, how about the upper parts of walls for storage space for renters? If you can’t drill the walls or attach brackets, how do you solve that issue meaningfully? (There is limited space on a flat or apartment floor especially in mega-cities like New York, London or Paris).
Silicone Ear Wax Removers
Our algorithm flagged the rise in ear wax removers in the ‘Movers and Shakers’ category for babies on Amazon. The product is however quite universal and intended for use by adults too.
The daily sales for one removal product have almost doubled from mid-January (70 a day), now approaching almost 140 a day. Some reviewers comment on it generally being a superior solution to Q-tips and cotton ear buds.
But many also highlight quite a few issues with the product, however, stating that liquid wax softener or an ear syringe would be a superior choice. There is also confusion around whether the tip should be silicone or stainless steel. Looking through some of the 1-4 star reviews would give you ideas for how a product like this with clear demand could be improved upon.
This growth is part of the ‘making people feel better for themselves’ sustainability trend ('I am green'). The rise in sales is also likely being driven by the upcoming ‘plastic stemmed’ cotton bud ban by the UK government. The movement towards Q-grip removers fits into the macro trends around plastic re-use and tighter regulation.
- Every year in England alone we use 4.7 billion plastic straws, 316 million plastic stirrers and 1.8 billion plastic-stemmed cotton buds (Source: Marine Conservation Society).
- The 5p charge on single-use shopping bags is doubling to 10p and rolling out to all retailers from April 2021.
- The UK government is also introducing a tax on plastic packaging that does not meet a minimum threshold of at least 30% recycled content from April 2022.
Whatever is happening at the government and cultural level will eventually filter down into changing many different legacy products (like it has done already with plastic straws, single drinks’ containers, ear buds).
The brand ‘FinalStraw’ who made collapsible metal straws went from zero to $5 million in sales in less than a year back in 2018 after Netflix’s plastic documentary, a viral Kickstarter campaign and a Shark Tank appearance (they expected to turnover $13 million in 2019 before a co-founder dispute).
Thus as attention comes to products with a high percentage of plastic, opportunities abound to shift people’s perception to more sustainable alternatives, there may be many other ‘ear bud’ types of products lying around at home, in beauty cabinets, in the kitchen that could be good targets.