09 Aug What to keep in mind to get the most out of Amazon in summer
- Discover this season’s top-selling products
- Elaborate a marketing strategy to reach your potential customer and boost your sales
With the arrival of the summer, many sales opportunities are created in the market, which if taken proper advantage of, can be highly beneficial. In this article, we tell you which are the top-selling products this time of year.
Most Sold Products
At Nozama Solutions, as Amazon experts, we have the tools necessary to monitor and optimise the metrics that can have an impact on our clients’ sales. Thanks to them, we can analyse the reception their products have had on the marketplace and how demand develops throughout the year.
On this occasion, in order to observe users’ behaviour in relation to their searches, we are going to base ourselves on keywords, i.e. the terms used to search for items. The most searched word during the last week of June (27/06 – 03/07) was “fan”, followed by “air conditioner” and “wireless headphones”. Clearly, these types of products, especially the first two, are highly seasonal, i.e. their sale spikes during a certain time of the year, in this case during the summer.
If we widen the selection a little more and look at the top 10 most searched terms, we see “women’s sandals” and “foot fan” to close the top 5, and “women’s summer dresses 2022”, “men’s flip flops”, “iphone 13”, “ceiling fan with light” and “alexa” if we look at the top 10. We can quickly see a common denominator and divide these products into two: technology products and summer products.
This trend is repeated constantly as we increase the number of total keywords. At Nozama, we have divided the top 100 search terms used during this period in the following way:
- Devices to combat the heat: everything related to fans, air conditioning, awnings and mosquito nets, among others.
- Various technology: mobiles, tablets, computers…
- Summer clothing: swimsuits, sandals, tank tops…
- Pool or beach accessories: towels, inflatable pools, folding chairs…
- Cooking appliances: air fryers, glass bottles, toasters…
- Miscellaneous: markers, desk chairs, toys…
As we can see, the most searched products are those related to technology, even ahead of those that help combat the heat in summer. But these results have a “trick” and have to be looked at in perspective and with a number of factors in mind. For example, it should be noted that these are so-called “speciality” items, i.e. buyers are looking for a particular brand, model or feature and go directly to Amazon to buy it because of the facilities it offers. Therefore, their metrics and their click-through and conversion rates can be “misleading” when compared to “comparison” products, they have to compete with peers.
In this case, we can observe a clear and significant difference between those products focused on this time of the year and those that are not.
Click Rates and Conversion Rates
Other key aspects to assess the sales opportunities created by the arrival of summer are click rates and conversion rates. The first compares the number of visits obtained by each product according to the visibility it has had and is essential for measuring the performance of marketing campaigns. Conversion rate, on the other hand, measures sales based on the number of visits to each item. To get an idea visually, in this case, we have used the data of the first ASIN related to each keyword.
As we can see, the category with the best rates is “miscellaneous technology”, but as we said before, this is due to the fact that users looking for this type of product go directly to Amazon to make the purchase. In second place we find “devices to combat the heat” followed by “cooking appliances”.
To get an idea of what it might mean to have summer products in your listings, we can compare the clothing and accessories category. While year-round focused apparel has 7% and 9% conversion and click rates, respectively; cooler apparel has 11% and 13% conversion and click rates, respectively. Therefore, you need to be aware that this 4% difference can be decisive when it comes to getting the most out of your business. It is not a question of radically changing your business model when these dates are approaching, but you can diversify your stock by taking this data into account.