Top-Selling Products & Categories on Amazon by Sales Volume and Best Practices — Choosing what to Sell on Amazon

Introduction & Research Strategy

This research contains the top 10 selling products as of August 15, 2020 on Amazon in the Books, Electronics & Accessories, Health & Beauty, and Home & Kitchen categories. These products were identified specifically from Amazon’s Best Sellers page for each of these categories. However, these pages, aside from the books’ category, are updated hourly, so it is likely a few of the items may vary from hour-to-hour or day-to-day. Books is the only category that is not updated hourly, as the rankings are based on the entire year (2020 so far has been provided below).

For additional context, research was conducted to better understand why the products listed below in each category are currently in the top 10 rankings. According to Amazon, the bestsellers ranks are determined based on historical sales data and predictive analysis of future sales. As a result, the products listed are either consistently and historically popular among Amazon buyers, or they are likely to become popular enough in the future to surpass other current contenders. Bestsellers in each category can be broken down to view top products in subcategories, as well, although this information has not been detailed below.

The best practices for choosing what to sell on Amazon were determined based on an industry report published by JungleScout regarding selling on Amazon and what successful sellers recommend. These best practices were listed because they were cited across multiple sources, and they had hard, qualitative data to support their viability.

Amazon: Books — Top Sellers

Amazon: Electronics & Accessories — Top Sellers

  • Updated hourly, the most currently-published best-selling products in electronics and accessories on Amazon are:
    • 1) Echo Dot (3rd Gen) — Smart Speaker with Alexa, Charcoal ($49.99-$79.98)
    • 2) Fire TV Stick Stream Media Player with Alexa ($39.99-$74.98)
    • 3) Fire TV Stick 4K Streaming Device with Alexa ($49.99-$82.97)
    • 4) All-New Fire HD 8 Tablets, 8″ HD Display, 32 GB, Black ($59.99-$164.98)
    • 5) Fire HD Tablet (10.1″ 10180p Full HD Display, 32 GB, Black ($99.99-$199.96)
    • 6) All-New Fire HD 8 Kids Edition Tablet, 8″ HD Display, 32 GB, Blue Kid-Proof Case ($89.99-$179.98)
    • 7) Blink XT2 Outdoor/Indoor Smart Security Camera with Cloud Storage Included, 2-Way Audio ($64.99-$284.99)
    • 8) Wyze Cam 1080p HD Indoor Wireless Smart Home Camera with Night Vision, 2-Way Audio ($25.74-$132.96)
    • 9) Roku Streaming Stick+ | HD/4K\HDR Streaming Device with Long-Range Wireless and Voice ($49.00)
    • 10) HP VH240a 23.8″ Full HD 1080p IPS LED Monitor with Build-In Speakers and VESA ($124.08)

Amazon: Health & Beauty — Top Sellers

  • Updated hourly, the most currently-published best-selling products in electronics and accessories on Amazon are:
    • 1) WOW Apple Cider Vinegar Shampoo & Hair Conditioner Set ($19.46)
    • 2) Germ-x Hand Sanitzer, Original with Pump, 8 Fl Ounce, Pack of 12 ($35.38)
    • 3) Schick Silk Touch-Up Multipurpose Exfoliating Dermaplaning Tool, Eyebrow Razor, and Facial Razor with Precision Cover, 3 Count ($4.99)
    • 4) Revlon One-Step Hair Dryer and Volumizer Hot Air Brush, Black ($41.98-$99.00)
    • 5) Mrs. Meyer’s Clean Day Liquid Dish Soap, Cruelty Free Formula, Lavender Scent, 16 oz, Pack of 3 ($11.37-$48.00)
    • 6) Neutrogena Day & Night Wipes with Makeup Remover Face Cleansing Towelettes & Night Calming Facial Cloths ($6.29-$25.81)
    • 7) Tree Hut Shea Sugar Scrub Amazon Pequi, 18oz, Ultra Hydrating and Exfoliating Scrub for Nourishing Essential Body Care ($5.99-$42.78)
    • 8) Dial Antibacterial Deodorant Bar Soap, Gold, 4 Ounce, 3 Bars ($1.61-$15.99)
    • 9) CeraVe Hydrating Facial Cleanser ($14.64-$35.99)
    • 10) BS-MALL Makeup Brushes Premium Synthetic Foundation Powder Concealers Eye Shadows Makeup 14 Pcs Brush Set, Rose Golden, 1 Count ($9.99-$14.99)

Amazon: Home & Kitchen — Top Sellers

  • Updated hourly, the most currently-published best-selling products in electronics and accessories on Amazon are:
    • 1) KEYLLLNG Kids Anti-Fog Face Shields Transparent Breathable Full Face Protection Visor with Adjustable Elastic Band Face Bandanas, 3 pcs ($12.00-$83.20)
    • 2) KEYLLLNG Kids Anti-Fog Face Shields Transparent Breathable Full Face Protection Visor with Adjustable Elastic Band Face Bandanas, 5 pcs ($12.00)
    • 3) AmazonBasics Lightweight Super Soft Easy Care Microfiber Bed Sheet Set with 16″ Deep Pockets — Twin, Aqua Fern ($5.53-$25.69)
    • 4) LiBa PEVA 8G Small Bathroom Shower Stall Curtain Liner, 36′ W x 72′ H Narrow Size, Clear ($9.99-$10.99)
    • 5) Mellanni Sheet Set Brushed Microfiber 1800 Bedding-Wringle Fade, Stain Resistant — Hypoallergenic — 3 Piece, Twin, Baby Blue ($32.97-$47.97)
    • 6) SafeRest Twin Size Premium Hypoallergenic Waterproof Mattress Protector — Vinyl Free ($24.95-$34.95)
    • 7) Lodge Miniature Skillet, 3.5″, Black ($4.99-$75.14)
    • 8) Bedsure Satin Pillowcase for Hair and Skin, 2-Pack — Standard Size Pillow Cases ($8.99-$12.99)
    • 9) TERRO T300 Liquid Ant Bait Ant Killer, 6 Bait Stations ($6.79-$69.95)
    • 10) Thermos Avengers Infinity War Funtainer 12 Ounce Bottle ($8.90-$37.00)

Best Practices — Choosing what to Sell on Amazon

1. Do Not Sell More than 5 Products at a Time

  • According to JungleScout’s State of the Amazon Seller 2020 report, 36% (the majority) of Amazon sellers have between 1-5 active products listed at a time.
  • The number of products one should sell on Amazon ought to be dependent upon how invested a seller is in their Amazon business. Approximately 54% of sellers are selling their own brand/products, while 23% do freelance/economy work in addition to Amazon sales.
  • In addition, if a seller chooses to sell on Amazon using the FBM method (fulfillment by merchant, as opposed to FBA, or fulfillment by Amazon), a seller ought to consider selling fewer items, as it means they must take on the tasks of physically shipping out items to buyers, including the price of shipping and work of customer support.
  • Only 12% of Amazon sellers list between 6-10 items at a time for sale, compared to 11% that list between 11-20 items, 10% that list between 21-50 items, 9% that list between 51-100 items, and 7% that list between 101-250 items.
  • Oddly, about 15% of sellers have more than 250 different products for sale at any given point of time, although there are no respective sales metrics of success for these individuals.

2. Sell Private Label, Handmade, or Arbitrage Items

  • About 71% of sellers on Amazon create their own product labels/brands and sell, while 26% buy from distributors and sell wholesale, and 20% sell retail arbitrage, or discounted items from other retailers. Only 8% of sellers participate in drop shipping, and 6% sell handmade items.
  • The most profitable items sold on Amazon are handmade items (28% of these sellers have profit margins above 25%) and private label/brand items (21% of these sellers have profit margins above 25%).
  • 20% of sellers that focus on online and/or retail arbitrage — which are essentially items purchased from outside retailers at a discount and then resold on Amazon — have profit margins above 25%.
  • Only 15% of sellers on Amazon that focus on wholesale have profit margins above 25%, compared to only 13% of sellers that try drop shipping.

3. Choose the Right Product at the Right Time

  • 26% of sellers on Amazon reported to JungleScout that success in selling on Amazon comes from “having innovated or differentiated a product to meet market needs.”
  • An additional 19% of Amazon sellers reported that success comes from “having entered a product niche at the right time.” 16% believe success comes from creating a new product entirely to sell.
  • 12% of Amazon sellers believe that their success came from “having entered the Amazon market early enough to solidify product competitiveness.”
  • About 48% of Amazon sellers plan and set goals to launch new products completely unrelated to any of the current products or brands they are selling.

4. Choose a Niche, Unsaturated Product/Category/Genre

  • When selling a book on Amazon, it can be labeled with up to 10 different categories/genres, which means it is more likely to show up in more searches.
  • To get the most out of category labels for books on Amazon, it is best to choose categories that are both relevant and niche, meaning they apply to the book but also do not have a lot of books in them (less than a few hundred is ideal).
  • Finding the best categories to increase book exposure in searches is important, because there are more than 16,000 categories to pick from between paper books, ebooks, audiobooks, and Kindle books.
Glenn is the Lead Operations Research Analyst at The Digital Momentum with experience in research, statistical data analysis and interview techniques. A holder of degree in Economics. A true specialist in quantitative and qualitative research.

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