Keyword rankings for the U.S. e-commerce market released

Search engine analysis website Searchmetrics released the 2021 US e-commerce market analysis report , which surveyed and analyzed thousands of keyword search results in seven online retail industries .

The survey found that Amazon is the domain with the highest search share in the apparel, beauty, health and sporting goods industries.

In the clothing sector, the top keywords are Dresses , Pants, and One-pieces. More than half (51.5%) of searches in the industry are transactional, while 46.8% of queries are informational. The average monthly search volume for each keyword is 10,049, an increase of 84% compared to 2019.

In the beauty sector, hair care , makeup, bath, and body are the categories that users are most interested in. About 48.8% of queries in this industry are informational, while 48.6% are transactional. The average search volume per keyword is 7,120, an increase of 83% from 2019. The most searched domains are Amazon, Ulta Beauty, and Sephora.

The top keywords in the hardware and DIY field are hardware accessories, building materials, and power and electrical supplies. Among them, about 50.3% of search queries are informational and 47.2% are transactional. The average monthly search volume for each keyword is 28,170, an increase of 190% from 2019. Among all domain names, Amazon ranks second, behind Home Depot, Lowe's ranks third, and Walmart ranks eighth.

In electronics, laptops , desktops, and mobile phones are the top subcategories. The proportion of transactional and informational queries in this industry is 49.4% and 48.8%, respectively. The average monthly search volume for each keyword is 5,142, an increase of 119% compared to 2019. The top three domains in terms of search volume are Best Buy, Amazon, and Walmart.

Sofas , beds and accessories, and room dividers are the top subcategories in the furniture industry. About 62.3% of queries are transactional and about 62.3% are informational. The average monthly search volume for each keyword is 12,772, up 193% from 2019. The most searched domain in the industry is Wayfair. It is also the company with the highest market share in the industry, followed by Amazon and Home Depot.

The top subcategories in sporting goods are athletics , outdoor recreation, and exercise and fitness. The industry's transactional queries account for about 47.7%, while informational queries account for 49.3%. The average monthly search volume for each keyword is as high as 36,232 times, an increase of 137% compared to 2019. The top companies in this field by market share are Amazon, DICK'S, and Walmart.

From the survey data, we can see that a large part of the queries are informational, which means that people look for information online before buying, which is an opportunity for brands to gain more traffic and conversions. At the same time, the epidemic has also affected people's purchasing habits. For example, in the furniture industry, the rapid growth of room dividers was affected by the epidemic.

American e-commerce

Amazon

Keywords