Amazon Search Trends, September 2026: Toilet paper, squishy toys, and school agendas
Across eight countries, demand in September 2026 shifted from August phrases like solar eclipse glasses toward household staples and back-to-school items.
By Mariya Tkach, Head of Marketing and Growth, UNITIX Agency
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| Marketplace | Search terms published | Biggest product search | Top three hold | Click leader beaten |
|---|---|---|---|---|
| United States | 1,173,797 | toilet paper | 25% | 23.1% |
| Germany | 196,844 | squishy | 9% | 25.5% |
| United Kingdom | 175,859 | toilet roll | 38% | 22.3% |
| Canada | 85,704 | lego | 12% | 24.6% |
| Italy | 73,905 | iphone 17 pro | 58% | 25.6% |
| France | 67,210 | squishy | 10.8% | 24.9% |
| Spain | 55,401 | agenda 2026 2027 | 22.1% | 25.8% |
| Mexico | 40,449 | owala | 20% | 28.3% |
The UNITIX Agency monthly Amazon search report for September 2026, across 8 Amazon marketplaces. The ranking itself, refreshed every month at one address, is the most searched products on Amazon.
The findings, in short
- Amazon published 1,869,169 search terms across 8 marketplaces in September 2026.
- The deepest ranking was the United States at 1,173,797 terms, the shallowest Mexico at 40,449.
- The most searched product phrase in the United States was "toilet paper".
- The most searched product phrase in Germany was "squishy".
- The most searched product phrase in the United Kingdom was "toilet roll".
- The most searched product phrase in Canada was "lego".
- The most searched product phrase in Italy was "iphone 17 pro".
- The most searched product phrase in France was "squishy".
- The most searched product phrase in Spain was "agenda 2026 2027".
- The most searched product phrase in Mexico was "owala".
- Clicks were most concentrated in Italy, where the three products Amazon names behind "iphone 17 pro" take 58% of its clicks.
- They were least concentrated in Germany, where the top three behind "squishy" take 9%.
- On between 22.3% and 28.3% of published search terms, depending on the marketplace, the product taking the most clicks was not the product taking the most purchases.
Household staples lead in the US and UK
In the United States, "toilet paper" replaced paper towels at the top of 1,173,797 published search terms. The leading listing, Scott ComfortPlus Toilet Paper, 12 Triple Rolls, 231 Sheets per Roll, Septic-Safe, 1-Ply Toilet Tissue, sits at $5.68 with a category rank of #2 in Health & Household, and the top three listings on the term together take 25% of its clicks. The United Kingdom shows the same shift in miniature: "toilet roll" moved to the top there too, with Our Essentials by Amazon Toilet Tissue Classic Roll, 2-ply, 24 Rolls (1 Pack of 24), 200 Sheets per Roll at £6.71.
Click share and purchase share do not always move together. On the US listing, click share sits at 13.4% against a purchase share of 11.5%, the kind of gap worth checking before reading a high click count as an equally high sales count.
Toys move in three countries at once, for different reasons
"Squishy" reached #1 in both Germany and France this month. In Germany, a Stressball Erwachsene 2 Stück squishy set holds category rank #321 in Spielzeug at €8.99; in France, a Highttoy Kit Squishy Gros Silicone Liquide Lumineux set tops 67,210 search terms at €39.99 in Jeux et Jouets. Canada's toy story is different: "lego" climbed from #3 in August to #1 in September, overtaking "pencil case," August's leader. The top LEGO listing, LEGO Speed Champions Time Machine from Back to the Future 77256, holds category rank #14 in Toys & Games at CA$25.98, with a 5.29% purchase share against a 4.4% click share.
Three different toy stories in one month: tactile stress toys in Germany and France, a licensed building set in Canada. Nothing in the data says whether these are separate trends or the same underlying demand showing up differently by market.
School term schedules arrive in Spain
In Spain, "agenda 2026 2027" replaced gafas eclipse solar homologadas at #1 across 55,401 terms. The leading listing, Q Kalon - Agenda Escolar 2026 2027 - Septiembre a Junio, Semana Vista, A5, sits at category rank #19 in Oficina y papelería, priced at €4.95. It is a clean calendar signal: the autumn term starting, read directly in what people searched for.
Whether this volume holds past the first weeks of term is not something this month's snapshot can answer.
Apple and Owala hold their ground
Italy's top term, "iphone 17 pro," replaced occhiali eclissi solare, with all three top listings held by Apple itself. The leading one, Apple iPhone 17 Pro 256 GB in Argento, lists at €1328.66 in Elettronica. Mexico shows the opposite kind of stability: "owala" held the #1 position it already had in August, led by the Owala FreeSip 32-ounce bottle at MX$685.34 in Deportes y Aire Libre.
One market replaced its top term with a new hardware release; the other kept the same brand on top for a second month. Both are single-manufacturer stories, which concentrates clicks on specific listings rather than spreading them across a category.
What this means for a seller running PPC
On between 22.3% and 28.3% of this month's published search terms, depending on the marketplace, the product taking the most clicks was not the product taking the most purchases. The report does not say why, and neither do we: it is a fact about two numbers, not a cause.
What it does mean for PPC is simpler. Click share alone is not proof a listing is winning a search term. Before moving budget toward whichever ASIN shows the highest click share on a keyword, check its purchase share too. A product can be the one shoppers click on most and still not be the one they buy most, which makes click share, on its own, a weak signal to bid against.
Prices are what Amazon was asking when this page was built, 2026-10-07 15:51 UTC, and they are the one figure here that changes by the hour. Everything else describes a finished month and does not move.
Every figure is measured from Amazon's Brand Analytics search terms report for September 2026, pulled in full for each marketplace. Films, television and books are excluded from the biggest product search. “Bought in September” is Amazon's own badge on the listing as it stood at the end of the month, in Amazon's own rounding, and it is blank where Amazon showed no badge. The money beside it multiplies those units by what the product cost during September, averaged over the month and weighted by how long each price stood, so it is a floor rather than a total. The price at the top of each product is a different figure: what Amazon is asking now.
How to read these figures
Search frequency rank is Amazon's own ordering of the phrases shoppers typed, most searched first. It is a position and not a count, so a phrase ranked first was searched more often than the phrase ranked second and there is no public figure for how much more.
Top three hold is the share of a single search term's clicks taken by the three products Amazon names for it. It describes one phrase and not a category, so a marketplace where the top three hold half the clicks on its biggest search can still be open on every other phrase.
Click leader beaten is the share of published search terms where the product taking the most clicks was not the product taking the most purchases. The report records that the two differ and says nothing about why, because the data does not carry a reason.
The other months
- Amazon Search Trends, August 2026: one eclipse took first place in five languages
- Amazon Search Trends, July 2026: fans in Europe, eclipse glasses in Spain, essentials in America
Compiled and published monthly by UNITIX Agency, an Amazon growth agency, at unitix.pro/insights. Quoting these figures is welcome. Please credit UNITIX Agency and link to this page.
Published by UNITIX Agency, an Amazon growth agency and an Amazon Ads Verified Partner. More at unitix.pro/insights.
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