Amazon trending searches: where Amazon shows rising demand, and how to act on it in time
Amazon trending searches are the search terms whose popularity is rising in the Amazon store. Amazon shows them to sellers in three places: the Top Search Terms dashboard, Product Opportunity Explorer and its Consumer Search Trends report. This guide explains each, how to read a trend, and how to act before it peaks.
Key takeaways
- Amazon ranks search terms by search frequency rank in the Top Search Terms dashboard of Brand Analytics, with the top three clicked products for each term.
- Product Opportunity Explorer shows search volume and growth by niche, and flags unmet demand where conversion is below the benchmark.
- Amazon's Consumer Search Trends & Insights Report, built on Opportunity Explorer data, summarizes rising searches by category.
- A trend is only useful if you can act before it peaks: check its growth over months, its seasonality, and who already wins the search.
- Third party lists of the most searched terms on Amazon are estimates; Amazon's own ranking is in Brand Analytics.
What Amazon trending searches are
Amazon trending searches are search terms that more shoppers are typing into the Amazon search bar than before. Trends in search come before trends in sales: people search for a product type, compare, and only then buy. Seeing a search trend early gives a seller time to list, stock and advertise before the product reaches the Best Sellers lists.
Amazon does not publish a public list of trending searches for shoppers. It gives sellers the data inside Seller Central instead, in Brand Analytics and in Product Opportunity Explorer, and it has published a Consumer Search Trends & Insights Report built on that data. Lists of the most searched items on Amazon found elsewhere are estimates from outside tools.
Where Amazon shows search trends to sellers
| Source | What it shows | Access | Refresh |
|---|---|---|---|
| Top Search Terms (Brand Analytics) | Search terms ranked by search frequency rank, with the top three clicked products | Brand Representative in Brand Registry | Weekly view of products dropping from the top three |
| Search Query Performance | Search query volume and your brand's impressions, clicks and purchases | Brand Registry | By reporting period |
| Product Opportunity Explorer | Niche search volume, growth, top search terms, unmet demand | Seller Central, under Growth | Niche metrics weekly, new niches monthly |
| Consumer Search Trends & Insights Report | Rising search terms and categories, summarized | Downloadable report announced in Seller Forums | Announced as monthly |
| Movers & Shakers | Products with the biggest sales rank gains | Public | Hourly, over 24 hours |
The first three need a seller account; the first two need a brand enrolled in Brand Registry. Sellers without a brand still get Opportunity Explorer, which is built from the same search behavior and grouped into niches. For how these fit a wider research routine, see our guide to Amazon market intelligence.
The Top Search Terms dashboard, explained
Amazon's help page describes the Search Terms report as showing the most popular search terms in the Amazon store for a given period, each term's search frequency rank, and the top three products customers clicked after searching it. For each of those products it shows click share and conversion share.
You can look up a term to see what customers click, or look up a product to see which terms bring customers to it.
A trending search shows up as a term whose search frequency rank is improving: it moves toward rank 1 compared with earlier periods. The report also has a table of your products that dropped out of the top three clicked for a term, with last week's click rank, and it refreshes weekly.
- Search frequency rank
- PopularityA term's rank against all other terms in the period
- Click share
- ClicksOne product's clicks after the search, over all clicks
- Conversion share
- PurchasesOne product's purchases after the search, over all purchases
- Dropped from top three
- Early warningYour products that fell out, refreshed weekly
Amazon notes that click share and conversion share are independent, and conversion share can be higher than click share. A product with a low click share but a high conversion share on a rising term is converting the shoppers it does reach: a sign that more visibility there, through the listing or ads, could pay.
Amazon's Consumer Search Trends & Insights Report
Amazon announced the Consumer Search Trends & Insights Report in its Seller Forums as a report built on Product Opportunity Explorer data, giving visibility into top search terms and trends by category. The first announcement said it would be updated monthly, and a later edition covered 2024 as a year in review.
Its examples show what a trending search looks like at scale. These are Amazon's figures for the periods it named, not forecasts, and they date quickly; use them to see the pattern, then check today's data.
| Example Amazon published | What changed | Period |
|---|---|---|
| "ugly Christmas sweaters" | Searches up 651 percent | Trailing 90 days, in the holiday edition |
| "black bows for gift wrapping" | Searches up 897 percent | Q4 2023, trailing 90 days |
| "tie dye kits", in Fabric Decorating Accessories | Searches up 526% | 2024 |
| Home Decor Accents subcategory | Up 762%, named as emerging | 2024 |
| New products launched: Electronics and Health & Household | +31% and +28% | 2024 |
Two things stand out. Most of the biggest jumps are seasonal, such as holiday sweaters and gift wrap, and the specific phrases matter more than the category. A seller who saw "black bows for gift wrapping" rising had a product idea and a keyword at the same time.
Search trends in Product Opportunity Explorer
Opportunity Explorer turns search behavior into niches. Amazon says it groups search terms by the products customers view or buy after searching, so each niche is a customer need with its own search volume, growth and top search terms. It is the best place to see whether a trending search belongs to a growing market or a single phrase.
It also surfaces what Amazon calls unmet demand: collections of similar search terms with lower conversion rates than the benchmark, which Amazon reads as high demand with low competition. A trending search inside an unmet demand opportunity is the strongest signal Amazon gives: shoppers want something and are not finding it.
| Opportunity Explorer view | What it tells you about a trend |
|---|---|
| Search volume and growth | Whether the niche is growing, and how fast |
| Top search terms in the niche | Which phrases drive the growth |
| Seasonality | Whether the rise repeats every year |
| Unmet demand opportunities | Rising searches that convert below the benchmark |
| Products, reviews and launches | Whether others are already filling the gap |
Our guide to Amazon Product Opportunity Explorer covers each tab in detail.
Reading a trend: lasting demand, season or spike
Not every rising search is worth acting on. The question is what shape the demand will have by the time your product is live, which is often weeks or months away. Four shapes cover most trends, and each calls for a different response.
| Pattern | What the data shows | What to do |
|---|---|---|
| Lasting growth | Search volume rising month over month, niche growth positive | Launch or expand; worth building a product for |
| Seasonal | The same rise at the same time each year | Prepare months ahead; plan the off season |
| Spike | A sharp jump that fades within weeks | Act only with stock you already have |
| Emerging phrase | A new wording for an existing need | Add it to listings and ads now; no new product needed |
The emerging phrase is the most often missed. Sometimes a trend is not a new product at all, just new words for an old one. Those are cheap to act on: update the title, bullet points and search terms, and add the phrase to your ad campaigns. Our guide on how to rank for keywords on Amazon covers the listing side.
How to find Amazon trending searches, step by step
- In Brand Analytics, open Top Search Terms and filter by your category or main keywords.
- Compare search frequency rank with earlier periods to find terms moving up.
- For each rising term, note the top three clicked products and their click and conversion share.
- Look the term up in Product Opportunity Explorer to see niche growth and seasonality.
- Check for unmet demand opportunities in the same area.
- Decide: a new product, a listing and ad update, or no action.
If you have no brand yet, start at step four: Opportunity Explorer lets you browse by category or search by keyword without Brand Registry, and the Best Sellers and Movers & Shakers lists show which products the rising searches are going to. Our guide to the best products on Amazon covers those lists.
Turning trending searches into sales
| Finding | Action | Where |
|---|---|---|
| A rising term your product already fits | Add it to the title, bullets and backend search terms | Your listing |
| A rising term you win clicks but not purchases on | Improve images, price or content on the detail page | Your listing |
| A rising term where competitors hold the top three | Target it in Sponsored Products and Sponsored Brands | Amazon Ads |
| Your product dropped from the top three | Check price, stock and reviews against the new leader | Top Search Terms, weekly |
| A growing niche with unmet demand | Consider a new product or a variation | Opportunity Explorer |
| A seasonal rise | Order stock and schedule ads months ahead | Inventory and campaign plans |
For the advertising row, our guide to Amazon PPC covers keyword targeting, and for the listing rows our Amazon SEO and listing optimization service does the work.
Seasonal search trends and holiday planning
Many of the largest search trends on Amazon are seasonal, as the report's holiday examples show. Amazon's products to sell post names the key US selling periods: Prime Day, Black Friday, Cyber Monday, and holidays such as Valentine's Day, Easter, the Fourth of July, Halloween and Christmas. It advises thinking several months ahead for seasonal products.
Amazon's report was built with that in mind: its first edition offered Q4 2023 data for holiday benchmarking. Last year's seasonal searches are the best forecast of this year's, which makes trending searches as much a planning tool as a discovery tool.
Amazon's data and third party search trend tools
Several outside tools publish lists of the most searched items and keywords on Amazon, with estimated search volumes. They are useful for a quick look across categories, especially for sellers without Brand Registry. Their volumes are modeled, though, and different tools can disagree by a wide margin.
Amazon's data answers a different question. Search frequency rank is a rank rather than a volume, but it comes from Amazon's own searches, and Search Query Performance adds search query volume for terms relevant to your brand. Use outside tools to screen, and Amazon's data to decide.
| Amazon's own data | Third party trend tools | |
|---|---|---|
| Source | Amazon searches, clicks and purchases | Models built from outside signals |
| Measure | Search frequency rank, query volume for your brand | Estimated monthly search volume |
| Who sees it | Sellers, mostly brand owners | Anyone who subscribes |
| Best for | Decisions on your listings and ads | Screening many categories quickly |
Mistakes when chasing trending searches
Buying stock for a spike
A sharp jump can fade before stock arrives. Check growth over months first.
Mistaking season for trend
Compare with the same weeks last year before calling it new demand.
Ignoring who wins the search
If the top three hold most clicks and conversions, entry is expensive.
Treating estimates as volume
Outside search volumes are models. Use Amazon's rank and query data to decide.
Launching a product for a phrase
Sometimes the trend is new words for an old need. Update the listing instead.
Missing the weekly drop table
Products falling out of the top three are an early warning. Check it weekly.
If you want trending searches checked against your catalog every month, our Amazon consulting service does it and turns the findings into listing, ad and product decisions. For launching into a trend, see our guide to the Amazon product launch.
Amazon trending searches: FAQ
What are Amazon trending searches?
Search terms whose popularity in the Amazon store is rising. Sellers see them as improving search frequency ranks in Brand Analytics and as growing search volume in Product Opportunity Explorer.
Where can I see what is trending on Amazon?
Sellers can use the Top Search Terms dashboard in Brand Analytics, Product Opportunity Explorer, and Amazon's Consumer Search Trends & Insights Report. Anyone can see Movers & Shakers, which shows the biggest sales rank gains over 24 hours.
What is search frequency rank?
Amazon defines it as the numeric rank of a search term's popularity compared with all other search terms in a given period. Rank 1 is the most searched term.
Does Amazon show search volume?
Top Search Terms shows a rank, not a volume. Search Query Performance shows search query volume for terms relevant to your brand, and Opportunity Explorer shows search volume by niche.
Do I need Brand Registry to see trending searches?
For Brand Analytics, yes: the Search Terms report is available to sellers with a Brand Representative role for a brand in Brand Registry. Product Opportunity Explorer does not require it.
What is click share and conversion share?
Click share is one product's clicks after a search divided by all clicks after that search. Conversion share is the same for purchases. Amazon notes they are independent.
What is the Consumer Search Trends & Insights Report?
A report Amazon announced in its Seller Forums, built on Product Opportunity Explorer data, summarizing top search terms and trends by category. The first announcement said it would be updated monthly.
What are the most searched items on Amazon?
Amazon's ranking is in the Top Search Terms dashboard for sellers. Public lists of the most searched items come from third party tools and are estimates.
How do I use trending searches for my listings?
Add rising terms your product fits to the title, bullet points and backend search terms, target them in Sponsored Products, and fix the detail page where you win clicks but not purchases.
How far ahead should I plan for seasonal searches?
Amazon advises thinking several months ahead for seasonal products, so listings, stock and ads are ready before searches start to rise.
Sources
- Amazon Search Terms report, Seller Central helpLast verified September 24, 2026.
- Amazon Brand Analytics: get data to grow your business, Sell on Amazon blogLast verified September 24, 2026.
- Product Opportunity Explorer, Sell on AmazonLast verified September 24, 2026.
- Check out the new Consumer Search Trends & Insights Report, Amazon Seller ForumsLast verified September 24, 2026.
- Consumer Search Trends & Insights Report: 2024 Year in Review, Amazon Seller ForumsLast verified September 24, 2026.
- High-demand and trending products to sell online, Sell on Amazon blogLast verified September 24, 2026.
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