The Most Popular Piece of Jewelry on Amazon–Hint, It’s Not a Diamond Ring

When it comes to self-expression, it’s hard to think of anything more tried and true than wearing jewelry. Carved shell beads estimated to be between 90,000 and 100,000 years old are the oldest known pieces of jewelry made by human beings, making jewelry one of the oldest types of archaeological artifacts in existence.

It’s no wonder, then, that jewelry has remained a consistently powerful and lucrative industry. Specific trends may change over time, but the desire to express yourself by wearing jewelry isn’t going anywhere.

To celebrate National Jewel Day, which falls on March 13th every year, we decided to do a deep dive into online demand for jewelry: Which types of jewelry are the most popular online? When do people do the most online shopping for jewelry? Which holidays drive the most demand? And how has the COVID-19 pandemic changed the way we shop for jewelry?

To find out the answer to these questions and more, our data science team analyzed market demand for gems, jewels, and jewelry on Amazon over the past few years.

Which types of jewelry were the most popular in 2021?

We started by examining total market demand in all of 2021 for different types of jewelry. Here’s how demand for the top four most popular types compared to one another:

Note, these percentages do not represent the percent of overall total demand, but are simply comparing the total demand distributed among these four primary jewelry types.

Of these four primary types of jewelry, earrings were the most popular, making up 41% of the combined demand among these top four.

Rings were also quite popular, though, earning more demand than necklaces and bracelets combined.

Next we examined different types of gems and jewels.

Rose quartz was the most in-demand gemstone on this list, seeing an impressive 88% more demand than second place amethyst.

Diamonds, which you might expect to top such a list, came in third. This may be the result of weaning demand or a simple indicator that consumers are far more likely to turn to jewelry stores when shopping for diamonds.

Finally, we combined terms from both of the above charts and examined hundreds of types of jewelry. Here are the top 25 in terms of total demand in 2021:

Based on our previous charts you might assume that a type of diamond earring might be the most popular item on this chart, but pearl necklaces were far and away the most popular type of jewelry, earning far more demand than the second most popular item: rose quartz necklaces.

The next five most popular items were all rings: moonstone, opal, diamond, emerald, and turquoise.

Interestingly, while earrings are the most popular type of jewelry, earrings with jewels in them are decidedly out. The only specific type of earring on this list were pearl earrings, just barely cracking the top 25.

When is market demand highest for jewelry?

Next, we examined jewelry as a general term to see when demand was highest throughout the year:

We see the first bump in demand for jewelry take place around Valentine’s Day, but it’s actually Mother’s Day that brings the first real surge, with demand rising by 30% during the week of May 2nd compared to the week prior.

Demand then drops significantly for the next several weeks until Amazon Prime Day brings yet another significant spike before a more steady decrease throughout the rest of the year until the holiday shopping season brings a significant and sustained surge in demand.

Here’s a look at how the year impacted demand for different types of jewelry:

Beginning with the start of the year, necklaces got the biggest bump during Valentine’s Day, but the holiday was surprisingly mellow for the items in our analysis. As for Mother’s Day, once again necklaces got the biggest bump with a 56% increase in demand, and this time only rings didn’t receive a bump during the holiday.

Prime Day, meanwhile, had a major impact on rings, with demand surging by a stunning 240%. Now, we worked hard to ensure that this analysis was capturing demand for rings as a type of jewelry, but some of this surge may be from a combination of interest in other types of rings (like the “ring” doorbell camera and “ring lights,” etc.).

Summertime is really big for earrings, while bracelets experienced a midsummer spike of their own.

November was particularly large for rings, while the holiday shopping season seems to benefit bracelets and necklaces more than earrings.

Impact of COVID-19 on market demand for jewelry

The charts in the previous section clearly showed how demand for jewelry looked throughout last year, but we next wanted to examine the past few years to see if the pandemic has had any long term effects on demand for luxuries like jewelry.

To find out, we compared monthly demand for some of our broader terms over the past few years.

We see that demand for jewelry was up in 2020 compared to 2019, but took a huge hit during the initial outbreak of the COVID-19 pandemic. Since we’re examining Amazon demand, this is clearly a reflection of shoppers tightening their purse strings as opposed to the impact of brick and mortar jewelry stores closing up during lockdown.

Despite this, however, 2020 did see demand both rebound and remain higher than pre-pandemic levels throughout the year until December.

Last year, meanwhile, saw demand stay much steadier throughout the year, and frequently at levels even higher than 2020, with major exceptions being the first two pre-pandemic months of 2020, Mother’s Day, and October.

Interestingly, December 2019 remains the highest single month out of any in the analysis, suggesting that the pandemic may have cooled demand for jewelry when it comes to shopping for gifts during the holidays.

Let’s take this same view for different types of jewelry.

Once again, we see a big drop in demand in the first month of the pandemic, although this time one that remains far more permanent. While 2020 did see demand rise during Mother’s Day, it’s remained far behind 2019’s levels all the way until November.

2021 saw demand surge to well beyond 2019 and 2020 levels during the summer months, but by September, it fell once again to below pre-pandemic levels.

It’s a very similar view for necklaces as well, with demand dropping in March of 2020, this time rebounding to at, or slightly above, 2019’s levels.

2021, meanwhile, experienced a much stronger spring and Mother’s Day, but saw demand drop below both previous years by August. And even as demand rose again in November and December, it still fell behind.

The pandemic appears to have had a major impact on demand for bracelets. 2019 saw demand rise steadily from February to May, and peak again during the back to school shopping season.

In 2020, however, demand dropped in March and remained far behind 2019’s levels, receiving only a slight bump during Mother’s Day and no real increase during the back to school shopping season.

2021 did receive a slightly larger increase in July and December than 2020, but once again demand failed to ever match pre-pandemic levels.

Rings all experienced huge spikes in demand during the month of Prime Day in each of the previous three years, with 2019 seeing the largest such spike.

Aside from those, we once again see an immediate early-pandemic drop in demand in March 2020, where it remained consistently below the previous year. And in 2021 we also see demand by and large remaining close to 2020 levels.

Taking these views into account, it’s clear that COVID-19 had an impact on market demand for jewelry, but not universally so. Some types of jewelry recovered quickly from an initial dip, while others struggled to recover at all.

A lesson for jewelry and fashion brands

Our analysis makes it clear that major holidays like Mother’s Day and the holiday season still significantly increase demand for jewelry of all shapes, sizes, colors, and value. We also saw that even the economic anxieties and two years of social distancing brought on by the COVID-19 pandemic weren’t enough to completely erase demand for certain types of jewelry.

Understanding the factors that influence consumer behavior can help brands better understand how to forecast demand for their products on online marketplaces, and even inform product design and marketing strategy.

If you’d like to learn more about how you can best leverage our data to help your brand win online, holiday or not, get an assessment today.

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Sept 6, 2022

Global Ecommerce Weekly News: 6th September 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon announces new inventory and distribution service, AWD Amazon has launched Amazon Warehousing and Distribution (AWD), providing inventory and distribution services to its sellers as a means of addressing current supply chain issues. AWD is now available for sellers using Fulfilment by Amazon (FBA), i.e. outsourcing their fulfilment to the platform. Amazon has plans to expand the service outside the platform in 2023. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/02/amazon-introduces-new-service-to-help-solve-supply-chain-challenges/) Amazon Web Services (AWS) launches in the UAE AWS, Amazon’s cloud-computing platform offering, has launched its second region in the Middle East and now provides its services in the UAE. The move will now allow anyone in the UAE who utilises cloud technologies to harness AWS’s advanced platforms and APIs. An estimated $11 billion USD is expected to be added to the UAE’s GDP thanks to the implementation, with an average of 6,000 external vendor jobs to be created annually. AWS is now available in 87 zones across 27 regions, with sights set on expanding further across Australia, Canada, India, Israel, New Zealand, Spain, and Switzerland. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/08/30/amazon-web-services-launches-region-in-uae/) --- Other Marketplace News --- Lazada to launch in Europe Alibaba-owned ecommerce platform Lazada is set to launch in Europe, marking a refreshed internationalisation push from the company. The move follows toughening economic conditions and performance in Southeast Asia, advancing the need to tap overseas markets. In Europe, Lazada will face tough competition from giants like Amazon and Zalando. Lazada’s exact entry strategy is to be confirmed and will be reliant on macroeconomic and market conditions, according to Lazada CEO James Dong. [Read more on DigitalCommerce360](https://www.digitalcommerce360.com/2022/09/01/alibabas-lazada-to-take-on-amazon-zalando-in-europe-push/) Chinese ecommerce giant Pinduoduo to launch cross-border platform in the United States Pinduoduo, a Chinese ecommerce giant rivalling Alibaba and JD, has announced it will be launching a new cross-border ecommerce platform. The marketplace is set to launch in the United States next month, as part of the company’s larger push into new markets. Pinduoduo found success in China thanks to its rock-bottom price offerings and harnessing of social commerce marketing, emulating strategies similar to fast-fashion giant Shein. [Read more on Yahoo Finance](https://uk.finance.yahoo.com/news/pinduoduo-launch-international-e-commerce-034129263.html) Alibaba launches its biggest B2B sales event, ‘Super September’ China ecommerce giant, Alibaba, has now launched its month-long B2B sales event ‘Super September’. The event provides 40 million buyers and 200,000 suppliers with the ability to connect on the platform, showcasing a ‘virtually unlimited’ number of products. The event hopes to foster new cross-border business relationships to tackle supply chain challenges currently faced by businesses. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/01/alibaba-launches-super-september-b2b-sales-event/) --- Other Ecommerce News --- Klarna’s losses quadruple in first half of 2022 BNPL provider, Klarna, has reported losses of $581 million USD for the first half of 2022. This figure is almost four times larger than a year earlier, where $129 million USD in losses were reported. The company attributes the losses to employee costs, technology investments, and rising credit losses. Klarna’s figure reporting comes amidst worsening economic conditions, fresh legal and regulatory scrutiny, and pressure from Big Tech competitors. [Read more on The Financial Times](https://www.ft.com/content/483451db-9221-4ca4-83a6-b4ddc6bfcfbb) [Read more on the Guardian](https://www.theguardian.com/business/2022/aug/31/klarna-losses-more-than-triple-as-consumer-spending-slows) One fifth of Snap employees to be laid off amidst poor financial performance Social media platform Snap (‘Snapchat’) has announced it will be laying off 20% of its employees and closing out a number of projects following a year of poor financial results.The move will see 1,200 employees globally lose their jobs, saving the company an estimated $500 million USD in costs. Snap is currently valued at $20 billion, an 84% decrease from its valuation of $130 billion last year. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/01/snap-to-lay-off-20-of-its-workforce-and-wind-down-a-number-of-projects/)
Aug 30, 2022

Global Ecommerce Weekly News: 30th August 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon set to shut down Amazon Care Amazon is closing its telehealth service, Amazon Care, which launched in 2019 as a trial program for its headquartered employees. Later the service was rolled out nationwide for employees and other companies. The ecommerce giant has now made the decision to move away from the healthcare space, believing it was not the right long-term solution for its enterprise customers. [Read more on CNBC](https://www.cnbc.com/2022/08/24/amazon-is-shutting-down-amazon-care-telehealth-service.html) Peloton closes new deal to sell on Amazon Following a recent deal, Amazon customers will soon be able to buy Peloton fitness equipment on the marketplace, marking Peleton’s first move outside a direct-to-consumer model. According to Peloton’s CCO, there are already around half a million searches on Amazon for Peloton products every month, despite having no presence on the marketplace. Some key products include the original Peloton Bike, retailing for $1,445 and Peloton Guide for $295. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/08/24/peloton-strikes-deal-to-sell-fitness-equipment-on-amazon/) --- Other Marketplace News --- 60% of Malaysians are buying from local sellers on Shopee A recent survey of nearly 3,500 respondents found that nearly half of the shoppers prefer to purchase from local sellers due to shorter delivery times. Other shoppers decide to shop locally due to the quality of the products made in Malaysia and an interest in keeping the economy running. As a result, smaller local merchants have been able to grow their businesses, and shoppers benefit from shorter delivery times, products of high quality and supporting local businesses. [Read more on The Malaysian Reserve](https://themalaysianreserve.com/2022/08/25/around-60-malaysians-are-buying-from-local-sellers-on-shopee/) Flipkart’s social commerce platform Shopsy crosses 100 million users Flipkart launched a social commerce arm, Shopsy, in July of last year, which has now surpassed 100 million users, ahead of its target timeline being the end of 2022. This acquisition of new users has made Shopsy one of the largest platforms of its kind in the country, and is expected to onboard a further 100 million by the end of 2023. The platform is centred around boosting local entrepreneurship and powering ecommerce for consumers across tier 2+ regions where users face challenges around trust and navigation when shopping online. [Read more on Business Standard](https://www.business-standard.com/article/companies/flipkart-s-social-commerce-platform-shopsy-hits-100-million-users-1220828006851.html) Meta joins Amazon and Walmart in bid for Indian ecommerce market Amazon mentioned earlier in the year that it would be building a logistics division in-house through its purchase of a 51% stake in Ecom Express, an end-to-end logistics firm, to make ecommerce deliveries more efficient in the country. Walmart operates Flipkart in India and is set to continue its investment in the marketplace. In an effort to compete in the Indian ecommerce market, Meta has partnered with Indian ecommerce company, JioMart, to offer customers a grocery shopping platform within its WhatsApp chat feature. [Read more on Pymnts](https://www.pymnts.com/news/retail/2022/meta-joins-amazon-walmart-indian-ecommerce-market/) --- Other Ecommerce News --- Ecommerce in Spain worth €57.7 billion in 2021 Spanish ecommerce saw 11.7% growth compared to last year, largely attributed to cross-border sales. In the final quarter of 2021, ecommerce sales in Spain were at €16.9 billion euros, at least 60% of which came from cross-border sales. Transactions from foreign locations to Spain generated a turnover of €1.56 billion in Q4, a growth of 27.7% compared to Q4 a year before. [Read more on Ecommerce News](https://ecommercenews.eu/ecommerce-in-spain-was-worth-e57-7-billion-in-2021/)
Aug 23, 2022

Global Ecommerce Weekly News: 23rd August 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon to add mental health support to primary-care service Amazon is set to move into mental health therapy with its primary-care division, following its recent acquisition deal of One Medical. The plan is to partner with virtual behavioural therapy service, Ginger, to offer its Amazon Care users with on-demand access to mental health services, licensed therapists and psychiatrists. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/08/11/amazon-plans-to-add-mental-health-support-to-primary-care-service/) GMB union calls for £15 an hour minimum pay at UK Amazon warehouses Amazon recently offered its warehouse workers a 3% pay rise, which in comparison to the June inflation rate of 9.4% left employees disappointed. Following this, hundreds of Amazon warehouse workers stopped work last week, protesting against the minimal pay increase, seeking a minimum of £15 an hour. Recent protests consisting of employee walkouts and sit-ins aim to get a better offer out of Amazon. [Read more on The Guardian](https://www.theguardian.com/technology/2022/aug/09/gmb-calls-for-15-an-hour-minimum-pay-at-amazon-warehouses-in-uk) Amazon third-party sellers have received their first-ever holiday fee hike Amazon’s third-party marketplaces account for close to half of the company’s online sales. The company introduced a 5% fuel and inflation charge to its third-party sellers earlier this year, and has now implemented another inflation increase charge. Commencing 14 October, any seller who uses Amazon’s fulfilment service is subject to the price hike, which is set to be an additional 35 cents per item for products sold in the US and Canada. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/08/17/amazon-third-party-sellers-have-received-their-first-ever-holiday-fee-hike/) Amazon puts a pause on UK grocery shop roll-out as the cost of living increases Amazon has slowed down on its UK roll-out of till-free Amazon Fresh grocery stores following disappointing sales and the rise in cost of living. Allegedly, the company is no longer looking for potential sites to expand and if more stores are opened, they will likely no longer use a till-free system, as consumers become more cautious about spending. [Read more on The Telegraph](https://www.telegraph.co.uk/business/2022/08/21/amazon-pauses-uk-grocery-shop-roll-out-following-disappointing/) --- Other Marketplace News --- Shopee overtakes Alibaba across international markets Shopee has surpassed Alibaba and taken the top spot for sales outside of China. Singapore-based marketplace saw a year-on-year increase of 51.4% at the end of Q2 of this year, while Alibaba saw a 3% drop during the same time period. This can be seen as a promising development for start-ups and their ability to compete with some of the largest ecommerce giants in the market. [Read more on Exchange Wire](https://www.exchangewire.com/blog/2022/08/18/shopee-surpasses-alibaba-in-international-sales-amazon-searches-for-entertainment-exec/) H&M reopens its official store to Alibaba’s Tmall ecommerce platform It has been nearly 18 months since Alibaba removed H&M from its Tmall platform, following H&M’s criticism of human rights abuses in Xinjiang. It is estimated that over a million people, predominantly minorities in the area, have been unlawfully detained in camps across the city. Brands including Nike, Adidas, Burberry and Converse were swept up in the controversy, however H&M was one of the first to be targeted for speaking out about the issue. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/08/16/hm-returns-to-alibabas-tmall-platform-16-months-after-xinjiang-controversy/) Klarna launches new feature allowing UK consumers to view full online order history Buy-now-pay-later company, Klarna, has launched a new feature on its shopping app, which allows UK consumers to view their full online order history, regardless of whether they purchased the product using Klarna. The feature also shows delivery tracking and aids consumers in managing their online purchases more conveniently. [Read more on The Industry](https://www.theindustry.fashion/klarna-launches-new-feature-allowing-uk-consumers-to-view-full-online-order-history/) --- Other Ecommerce News --- Online marketplaces responsible for £280 billion business turnover in the UK Nearly 900,000 UK businesses are currently selling on online marketplaces, generating an estimated £282 billion worth of sales each year. This figure represents 6% of the UK’s annual business turnover, highlighting the notable contribution that marketplaces make to the UK economy, along with the potential for further growth in this area. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/08/09/online-marketplaces-responsible-for-280-billion-business-turnover-in-uk/)