Most competitive Amazon categories
August 2026, from Amazon's own published search terms ranking. For the thousand most searched phrases in each marketplace, this is how much of a search the three products Amazon names take, and how often the product that wins the clicks is not the one that wins the sale.
A high share means three products hold the search and a fourth arrives late. A low share means the clicks are spread. Read it beside the second column: where the click leader is not the buy leader, being seen is not the end of the argument.
United States
1,000 phrases read, 2,542 of 2,577 products placed in a category. 34 phrases left out because their three products did not agree. 115 left out as films, television, books or music.
| Category | Top three take | Click leader loses the sale | Phrases | Biggest search |
|---|---|---|---|---|
| Video Games | 57.8% | 9.1% | 11 | ps5 #71 |
| Industrial & Scientific | 38.6% | 11.1% | 9 | command strips #163 |
| Health & Household | 35.8% | 14.4% | 111 | paper towels #4 |
| Office Products | 32.4% | 30.6% | 49 | highlighters #26 |
| Beauty & Personal Care | 31.5% | 19.8% | 101 | magnetic eyelashes #21 |
| Electronics | 31.3% | 23.5% | 34 | ipad #18 |
| Grocery & Gourmet Food | 30.5% | 14.7% | 75 | eggs #28 |
| Sports & Outdoors | 25.8% | 28.6% | 21 | walking pad #83 |
| Kitchen & Dining | 25.5% | 30.6% | 36 | air fryer #39 |
| Patio, Lawn & Garden | 25.1% | 22.2% | 9 | zevo flying insect trap #376 |
| Toys & Games | 21.2% | 28.0% | 25 | needoh #6 |
| Home & Kitchen | 20.7% | 30.2% | 116 | owala #5 |
| Baby | 20.3% | 40.0% | 10 | baby wipes #108 |
| Cell Phones & Accessories | 19.0% | 4.2% | 24 | iphone 17 pro max case #16 |
| Arts, Crafts & Sewing | 18.5% | 25.0% | 8 | pencil case #14 |
| Pet Supplies | 17.8% | 18.8% | 16 | cat litter #80 |
| Tools & Home Improvement | 17.7% | 14.3% | 14 | led lights #115 |
| Computers & Accessories | 17.1% | 10.0% | 10 | laptop #47 |
| Clothing, Shoes & Jewelry | 10.3% | 44.3% | 88 | crocs #78 |
Set aside: Amazon Devices & Accessories, Amazon Renewed, Our Brands. 47 phrases where the answer is Amazon's own shelf rather than a market anyone can enter.
United Kingdom
1,000 phrases read, 2,542 of 2,587 products placed in a category. 33 phrases left out because their three products did not agree. 156 left out as films, television, books or music.
| Category | Top three take | Click leader loses the sale | Phrases | Biggest search |
|---|---|---|---|---|
| Mobile Phone Screen Protectors | 62.0% | 40.0% | 5 | iphone 17 pro max screen protector #213 |
| PC & Video Games | 54.8% | 8.3% | 12 | ps5 controller #98 |
| Health & Personal Care | 39.1% | 6.3% | 79 | magnesium glycinate #22 |
| Baby Products | 37.5% | 9.1% | 11 | baby wipes #67 |
| Grocery | 36.4% | 14.1% | 85 | toilet roll #10 |
| Beauty | 35.4% | 16.9% | 83 | medicube #12 |
| Business, Industry & Science | 33.8% | 33.3% | 6 | mop #225 |
| Electronics & Photo | 32.1% | 29.0% | 31 | aa batteries #26 |
| DIY & Tools | 31.8% | 24.1% | 29 | solar eclipse glasses #1 |
| Stationery & Office Supplies | 31.4% | 21.9% | 32 | pencil case #4 |
| Mobile Phone Portable Power Banks | 30.7% | 0.0% | 6 | power bank #14 |
| Garden | 29.8% | 20.8% | 24 | fly zapper #49 |
| Computers & Accessories | 27.0% | 20.7% | 29 | ipad #53 |
| Sports & Outdoors | 26.7% | 38.9% | 36 | water bottle #13 |
| Home & Kitchen | 24.8% | 22.5% | 160 | fan #18 |
| Pet Supplies | 20.9% | 11.8% | 17 | cat litter #46 |
| Mobile Phone Basic Cases | 20.8% | 18.2% | 11 | iphone 17 pro max case #29 |
| Fashion | 20.6% | 40.0% | 45 | crocs #104 |
| Toys & Games | 20.2% | 21.2% | 33 | lego #11 |
| Lighting | 18.7% | 30.0% | 10 | led strip light #207 |
Set aside: Amazon Devices & Accessories. 10 phrases where the answer is Amazon's own shelf rather than a market anyone can enter.
Germany
1,000 phrases read, 2,455 of 2,504 products placed in a category. 38 phrases left out because their three products did not agree. 183 left out as films, television, books or music.
| Category | Top three take | Click leader loses the sale | Phrases | Biggest search |
|---|---|---|---|---|
| Games | 55.6% | 11.8% | 17 | gta 6 #26 |
| Drogerie & Körperpflege | 38.3% | 15.6% | 77 | abnehmpflaster #40 |
| Lebensmittel & Getränke | 35.7% | 0.0% | 11 | more zerup #81 |
| Bürobedarf & Schreibwaren | 34.7% | 24.2% | 33 | hausaufgabenheft 2026/2027 #95 |
| Kosmetik | 33.4% | 33.3% | 18 | eingewachsene zehennägel set #24 |
| Auto & Motorrad | 32.7% | 33.3% | 6 | handyhalterung auto #29 |
| Elektronik & Foto | 30.7% | 15.5% | 71 | iphone 17 #9 |
| Gewerbe, Industrie & Wissenschaft | 29.6% | 40.0% | 5 | 3d drucker #241 |
| Baumarkt | 28.5% | 21.9% | 32 | sonnenfinsternis brille #1 |
| Garten | 28.1% | 12.9% | 31 | elektrische fliegenklatsche #142 |
| Computer & Zubehör | 25.8% | 27.0% | 37 | tablet #73 |
| Baby | 25.4% | 33.3% | 6 | babyphone mit kamera #420 |
| Küche, Haushalt & Wohnen | 24.4% | 39.9% | 168 | ventilator #12 |
| Sport & Freizeit | 23.9% | 37.3% | 51 | e scooter #56 |
| Elektro-Großgeräte | 23.2% | 16.7% | 6 | waschmaschine #93 |
| Spielzeug | 21.8% | 33.3% | 54 | squishy #4 |
| Beleuchtung | 21.0% | 43.8% | 16 | led streifen #98 |
| Haustier | 19.4% | 42.9% | 7 | katzenklo #186 |
| Fashion | 17.7% | 28.8% | 104 | reisenthel #57 |
Set aside: Amazon-Geräte & Zubehör. 8 phrases where the answer is Amazon's own shelf rather than a market anyone can enter.
Canada
1,000 phrases read, 2,521 of 2,535 products placed in a category. 31 phrases left out because their three products did not agree. 2 left out as films, television, books or music.
| Category | Top three take | Click leader loses the sale | Phrases | Biggest search |
|---|---|---|---|---|
| Video Games | 47.1% | 47.1% | 17 | ps5 #19 |
| Health & Personal Care | 45.6% | 21.4% | 103 | toilet paper #10 |
| Beauty & Personal Care | 37.8% | 15.4% | 110 | lash clusters #18 |
| Baby | 37.5% | 27.8% | 18 | baby wipes #108 |
| Office Products | 34.7% | 17.2% | 29 | pencil case #1 |
| Grocery & Gourmet Food | 33.3% | 11.1% | 18 | protein powder #8 |
| Patio, Lawn & Garden | 32.9% | 17.6% | 17 | fruit fly trap #162 |
| Cell Phone Portable Power Banks | 32.6% | 0.0% | 5 | power bank #9 |
| Electronics | 31.2% | 20.6% | 63 | laptop #22 |
| Sports & Outdoors | 28.0% | 18.0% | 50 | owala #2 |
| Tools & Home Improvement | 25.9% | 27.8% | 36 | led lights #63 |
| Home | 25.6% | 28.7% | 240 | bedazzling kit #12 |
| Toys & Games | 24.5% | 33.3% | 24 | lego #3 |
| Cell Phone Cases | 22.5% | 21.1% | 19 | iphone 17 pro max case #11 |
| Pet Supplies | 20.9% | 30.0% | 20 | cat tree #48 |
| Luggage & Bags | 20.8% | 29.0% | 31 | backpack #17 |
| Clothing, Shoes & Accessories | 15.5% | 31.2% | 77 | rakhi for brother #7 |
Set aside: Amazon Devices & Accessories, Amazon Renewed. 16 phrases where the answer is Amazon's own shelf rather than a market anyone can enter.
France
1,000 phrases read, 2,421 of 2,453 products placed in a category. 38 phrases left out because their three products did not agree. 7 left out as films, television, books or music.
| Category | Top three take | Click leader loses the sale | Phrases | Biggest search |
|---|---|---|---|---|
| Jeux vidéo | 45.7% | 21.2% | 33 | ps5 #8 |
| Epicerie | 40.7% | 18.8% | 16 | lessive #141 |
| Informatique | 37.6% | 21.8% | 55 | ipad #15 |
| Commerce, Industrie et Science | 36.8% | 14.3% | 7 | alcool isopropylique #275 |
| Fournitures de bureau | 36.3% | 22.6% | 53 | trousse eastpak #16 |
| Hygiène et Santé | 35.0% | 12.2% | 49 | brosse à dent électrique #113 |
| Beauté et Parfum | 34.8% | 22.9% | 61 | medicube #25 |
| Bricolage | 33.2% | 22.6% | 53 | lunette eclipse solaire #1 |
| Bébé et Puériculture | 32.8% | 22.6% | 31 | barriere de securite enfant #167 |
| High-Tech | 31.1% | 22.1% | 95 | iphone 17 pro max #4 |
| Sports et Loisirs | 30.3% | 40.0% | 20 | trottinette electrique adulte #22 |
| Auto et Moto | 29.4% | 42.9% | 7 | pare soleil voiture #205 |
| Gros électroménager | 27.8% | 44.4% | 9 | mini frigo #210 |
| Animalerie | 26.3% | 27.8% | 18 | arbre a chat #31 |
| Jeux et Jouets | 25.6% | 38.8% | 49 | lego #14 |
| Cuisine et Maison | 24.3% | 34.7% | 225 | ventilateur plafond #3 |
| Jardin | 23.5% | 36.4% | 33 | anti moustique #79 |
| Luminaires et Éclairage | 19.8% | 29.4% | 17 | led #98 |
| Mode | 18.7% | 38.2% | 68 | sac eastpak #32 |
Set aside: Appareils Amazon et Accessoires, Amazon Renewed. 18 phrases where the answer is Amazon's own shelf rather than a market anyone can enter.
Italy
1,000 phrases read, 2,408 of 2,431 products placed in a category. 18 phrases left out because their three products did not agree. 9 left out as films, television, books or music.
Set aside: Dispositivi Amazon & Accessori, Amazon Renewed. 24 phrases where the answer is Amazon's own shelf rather than a market anyone can enter.
Spain
1,000 phrases read, 2,345 of 2,372 products placed in a category. 20 phrases left out because their three products did not agree. 12 left out as films, television, books or music.
Set aside: Amazon Renewed, Dispositivos Amazon y accesorios. 21 phrases where the answer is Amazon's own shelf rather than a market anyone can enter.
Mexico
1,000 phrases read, 2,406 of 2,411 products placed in a category. 16 phrases left out because their three products did not agree. 2 left out as films, television, books or music.
| Category | Top three take | Click leader loses the sale | Phrases | Biggest search |
|---|---|---|---|---|
| Videojuegos | 54.5% | 9.5% | 21 | xbox series x #9 |
| Salud y Cuidado Personal | 38.7% | 16.1% | 62 | creatina #8 |
| Belleza | 36.8% | 23.2% | 155 | perfumes para hombre #10 |
| Alimentos y Bebidas | 33.2% | 38.1% | 21 | galletas #220 |
| Electrónicos | 30.8% | 35.8% | 162 | audifonos inalambricos #3 |
| Bebé | 29.6% | 33.3% | 18 | toallitas humedas #46 |
| Oficina y papelería | 27.2% | 24.1% | 29 | colores #57 |
| Productos para animales | 26.2% | 33.3% | 12 | arena para gato #222 |
| Deportes y Aire Libre | 26.2% | 25.7% | 35 | termo owala #40 |
| Herramientas y Mejoras del Hogar | 25.0% | 33.3% | 18 | regaderas para baño #176 |
| Hogar y Cocina | 23.5% | 38.7% | 199 | owala #1 |
| Juguetes y Juegos | 20.2% | 42.9% | 49 | marvel legends #13 |
| Automotriz y Motocicletas | 17.8% | 20.0% | 5 | cascos de moto #467 |
| Ropa, Zapatos y Accesorios | 14.4% | 37.8% | 148 | tenis mujer #16 |
Set aside: Dispositivos Amazon y Accesorios, Amazon Renewed : Productos Reacondicionados, Todo | Super. 38 phrases where the answer is Amazon's own shelf rather than a market anyone can enter.
How this is measured
Amazon publishes the phrase, its rank and the three products shoppers clicked most, and no category. The category here is Amazon's own, read from its catalogue for those products, and a phrase counts where at least two of the three agree. Categories are the ones Amazon uses in each marketplace, in that marketplace's own terms, so the rows are not identical between countries.
The share is a median across the category's phrases, not an average of the whole category: one enormous search would otherwise decide the number. Films, television, books and music are left out. Three titles take three quarters of the clicks on a film, which is a fact about films rather than about a market anyone can enter.
This is the head of demand, not all of it. Concentration rises deeper into the tail: across every United States search term Amazon reported for July 2026 it went from 27.6% on the top thousand phrases to 35.5% beyond rank 500,000, which is measured in a separate piece.
The month behind these figures, marketplace by marketplace, is in the most searched products on Amazon.
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