Amazon US search volume increased by more than 26% year-over-year in February 2024 – the sixth-straight analysis Momentum Commerce has cataloged a year-over-year (YoY) traffic increase, and the largest YoY increase measured to date. This is the third analysis where every category studied posted a YoY traffic increase. Despite the significant annual growth, search traffic on Amazon US dropped by 2% month-over-month from January 2024.

Biggest Takeaways for Brands

• Amazon US remains a growing platform despite newer e-commerce market entrants and competitive moves from other retail giants like Walmart and Target.
• Grocery and other CPG categories continue to be where the growth is most concentrated on Amazon.
  • Grocery & Gourmet Food posted the highest YoY search volume increase in February 2024 at 50.1%. This is the highest YoY growth rate measured for any category to date
  • Health & Household and Beauty & Personal Care categories have both posted double-digit YoY growth every single month since July 2023
  • Our Amazon Sales Forecast Dashboard predicts Grocery & Gourmet Food to hit $20B in 2024 sales, Beauty & Personal Care to reach $36B, and Home & Kitchen to soar to $103.3B
  • This growth in conjunction with dynamically shifting consumer trends presents a tremendous opportunity for brands

• Despite YoY gains, Toys & Games and Clothing, Shoes, & Jewelry both posted a 10% YoY drop in Total Share of Amazon Search
  • Both of these categories have experienced share of search declines each month stretching back to July 2023
  • While still relatively large categories, this ongoing trend underscores the challenges facing brands in select categories to attract a shrinking pool of consumers given the resulting higher ad costs and increased competition
  • With overall search down, it is more important than ever to evaluate paid ad strategies, and carefully plan budgets to focus on pockets of growth and high-volume
• Grocery & Gourmet Food (+18.6%), Health & Household (+17.8%), and Beauty & Personal Care (+16.3%) posted the highest YoY increase in Total Share of Amazon Search
  • This latest round of growth is a continuation of months-long stretches where CPG categories posted significant traffic increases and further emphasizes how consumers are turning towards Amazon increasingly when shopping for these items

Methodology

Data included in this analysis is based off of search volume estimates across the top 1,000,000 search terms on Amazon during February 2023 and February 2024. Search terms were categorized based on the top-level category associated with the majority of products appearing on the corresponding search results pages.

These models reflect the updates Amazon has made to its search volume methodologies within Search Query Performance metrics. This includes all historical search volume estimations within this analysis.