Tracking Amazon Trends in 2023

September 22nd, 2023

amazon trends

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Adapting to the dynamic ebb and flow of Amazon's marketplace is key to staying ahead of the curve. Whether you’re new to the game, expanding your product line, or looking for ways to appeal to a broader market, identifying trending Amazon products can help you recruit new customers and capitalize on valuable opportunities. 

Amazon Delivered Record Performance in 2023

Despite the recession, Amazon Prime Day 2023 set a U.S. sales record, accruing $12.7 billion in sales. Sellers across numerous categories experienced an unprecedented surge in sales volume, laying a solid foundation for a fruitful year ahead.

During Prime Day, the new "Buy Now Pay Later" feature made up 6.6% of orders, marking a significant 21% increase from the previous year. With a growing number of purchasing options on Amazon, this budget-friendly alternative emerged as a top trend during the two-day event.

With Amazon’s core customer base growing stronger by the day, the platform is actively seeking ways to maintain and grow its business amidst economic challenges. To capitalize on Amazon seller trends, it is crucial to dig into the platform’s Best Seller’s list and tap into the the current interests and preferences of Amazon shoppers.

Amazon Consumer Trend #1

Amazon Grocery

In 2023, 72% of American shoppers purchased groceries online. While this trend took root during the pandemic, it shows no signs of slowing. For sellers, offering household essentials to Amazon’s vast audience is a great way to increase revenue and recruit repeat buyers. 

Shoppers have grown accustomed to the convenience that comes with scrolling Amazon’s pages for their weekly necessities. For retailers, these frequent, high-volume orders have become a valuable perk of selling on Amazon. From paper products to cleaning supplies and dry goods, business is booming and customer acquisition is easier than ever before.

Some of the most popular grocery items on Amazon include:

  • Lunch boxes
  • Shelf-stable goods
  • Healthy snacks
  • Baby food
  • Condiments
  • Beverages
  • Coffee and tea
  • Gum
  • Seasonings

Amazon Consumer Trend #2

Amazon PPC Advertising

Accruing in 2021 alone, Amazon advertising is one of the most effective ways sellers can boost sales. This trend has steadily increased over the years, making it an essential way to accelerate growth. 

With Amazon's PPC advertising, sellers are only charged for the clicks their ads receive. To identify the most cost-effective ad strategy for your business, enlist the help of professionals. An expert can quickly identify Amazon seller trends and track new or underutilized keywords to gain a better understanding of your target audience and tailor your campaign for optimal results.

Some of the benefits of PPC advertising include:

  • Increased sales
  • Greater brand visibility
  • Lower Advertising Cost of Sales (ACoS) over time
  • Greater brand loyalty
  • Increased brand awareness 

Amazon Consumer Trend #3

Social Shopping

Social media and social networking are here to stay. In 2023 sales on social media platforms accrued $1.298 billion in sales. To capitalize on this emerging trend, Amazon has launched Amazon Inspire and the Amazon Influencer Program.

This personalized content offers the social proof many shoppers have come to depend on before making a purchase. 6% of third-party Amazon sellers use influencers to promote their products, making these trusted industry experts a valuable resource for gaining customer trust.

Many Amazon sellers collaborate with influencers to promote their products with discounts, deals, or coupon codes. This engaging content links directly to Amazon product pages, making it easy for shoppers to complete a purchase with confidence.

Some of the most successful influencer niches include:

  • Beauty
  • Decor
  • Health and Fitness
  • Pets
  • Travel
  • Parenting
  • Food
  • Fashion

Amazon Consumer Trend #4


In 2023, shoppers care about sustainability more than ever. In response, Amazon has amped up its efforts to reduce waste and offer shoppers an array of sustainable products. With the goal of powering operations with 100% renewable energy by 2025, the world’s #1 ecommerce retailer has tailored its tactics to appeal to socially and climate-conscious consumers, and shoppers have taken note.

From cleaning products to refurbished electronics, Amazon now offers a wide variety of eco-conscious products. These climate-friendly options now feature a special badge that is displayed on their product pages and labels. Shoppers can easily search for these items on Amazon’s “Shop Climate Pledge Friendly” page. 

Some of the most popular climate-friendly products include: 

  • Skincare
  • Dry goods
  • Personal care items
  • Detergent 
  • Vitamins and supplements
  • Apparel

Amazon Consumer Trend #5

Healthy Living

In recent years, the popularity of health and wellness products has surged on Amazon's platform. With a wide variety of convenient options at their fingertips, shoppers have begun shopping online for medicine, medical supplies, disposable gloves, and natural supplements. For sellers, these items are easy to pack and ship, making them a profitable addition to their existing product line.

A staggering 94% of healthcare supply buyers begin their search online. With a growing number of options available and a steadily increasing number of Amazon sellers, the platform offers the convenience and quick delivery needed to sustain their daily operations. 

The top-selling healthcare products on Amazon in 2023:

  • Bandaids
  • Probiotics
  • Insoles
  • Digestive aids
  • Pain relievers
  • Gummy supplements and vitamins
  • Essential oils
  • Allergy medicine

Tips for Leveraging Amazon Seller Trends

Boosting sales on Amazon requires a creative approach. While tracking Best Sellers and studying your competition is a crucial part of any brand-building strategy, sellers should also modify their marketing tactics to align with emerging Amazon trends and customer preferences.


In order to capture the attention of potential buyers, it is essential to optimize your product listing titles, descriptions, and images to align with their search preferences. Keep your keyword research fresh and up-to-date, using only relevant keywords that accurately reflect your product. Avoid the temptation to include keywords that are popular but irrelevant, as this can cause confusion and potentially lead to your listing being flagged.

Review customer feedback

One of the best ways to tap into customer preferences is to keep a close eye on your product pages. Check reviews and promptly respond to customer questions. This feedback can be used to update your content and ensure that you are meeting the needs of your customers. By leveraging the power of customer questions and requests, you can stay ahead of the competition, capitalize on trends, and provide an exceptional customer experience.

Keep an eye on your competitors

Conducting regular competitor research is essential to maintaining a successful Amazon brand. Monitoring competitor listings on a consistent basis can offer valuable insights into new trends and marketing tactics. Instead of copying their strategies, focus on highlighting your unique value proposition to set yourself apart.

Update visual content

Having professional-quality visual content that aligns with consumer trends can engage shoppers and boost revenue. Incorporate trending themes into your images and graphics. This powerful form of advertising gives shoppers the information they need to make an informed purchase and visualize your products in their daily lives. Review Amazon’s Best Sellers to identify successful tactics and incorporate these elements into your visual content while remaining true to your brand identity.

If you're looking to secure a top spot on Amazon's Best Seller’s list, our Amazon account management team is here to help! We work with you to develop customized strategies that boost sales and improve your metrics on Amazon. From listing optimization to PPC management and customer service, we’re equipped with all the tools you need to grow your brand and meet your goals. Get started today with a free consultation.