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Prime Day’s Most Popular Categories for 2024

Home & Kitchen Products Top the Charts for Prime Day Demand 

If data from the past few years of Prime Days are any indication, products within the Home & Kitchen category are poised to have the largest share of consumer demand in 2024. This, according to new data from ecommerce accelerator, Pattern

Why it matters: While Amazon hasn’t officially announced dates and details for its 10th annual Prime Day sale at the time of this writing, consumers can expect the online retail giant to host its annual sale sometime in July 2024. With the promise of Prime Day fast approaching, now is a great time for online retailers to prepare for the surge in demand for products in specific categories. 

What we’re seeing: We analyzed consumer demand data for products within each of the major shopping categories on Amazon during the week of Prime Day for 2021, 2022, and 2023 to see which categories had the biggest surge in demand during the online shopping event. Below are the Amazon categories with the highest search demand during Prime Day 2023, an indicator of what we’re likely to see this year:

  1. Home & Kitchen 
  2. Health & Household 
  3. Beauty & Personal Care
  4. Toys & Games 
  5. Sports & Outdoors 
  6. Home Improvement
  7. Clothing, Shoes & Jewelry
  8. Patio, Lawn & Garden 
  9. Electronics 
  10. Office Products 

Gaining steam: While Home & Kitchen and Health & Household products have dominated the top two categories during Prime Day for the past three years, Beauty & Personal Care products have gained a steady amount of popularity each year to rank in the top three categories. But the Beauty & Personal Care category isn’t the only one to experience growth:

  • Demand for Video Game products increased by 35% from Prime Day 2022 – Prime Day 2023
  • Beauty & Personal Care +24%
  • Books +24%

Yes, but: One category in particular has seen a steady decrease in demand. Consumer demand for products within the Clothing, Shoes, and Jewelry category has decreased by -30% from Prime Day 2022 – Prime Day 2023, which may be an indication of what online retailers can expect from this year’s consumer behavior.

The takeaway: The demand for Home & Kitchen, Health & Household, and Beauty & Personal Care products surrounding Prime Day is likely to gain in popularity. With this in mind, online retailers selling products on the Amazon platform should plan promotions and sales around Prime Day to take advantage of the increased consumer demand within these top-performing categories.

Pattern’s data science team analyzed consumer demand (or the number of people searching for a given item during a given period) on Amazon for the past three Prime Days to understand which categories dominate the shopping landscape. If you’d like to use insights like these to inform your ecommerce strategy, reach out to our team for more information today.