Amazon's four major categories rank first in Google search weight

Searchmetrics found that on Google, e-commerce-related searches continued to increase compared to pre-epidemic data. Furniture searches grew fastest, with monthly searches for each keyword up 193% from 2019, followed by the DIY industry, up 190%, and others, such as clothing up 84% and beauty up 83%.

In terms of clothing, Americans' favorite searches are skirts, pants and one-pieces; in the beauty category, hair care products, cosmetics and bath products are the most popular keywords for Americans; in the DIY field, Americans' favorite searches are hardware accessories, followed by building materials and power and electrical supplies; in terms of electronic products, laptops are the most popular keyword for Americans, followed by desktop computers and mobile phones.

As for furniture, Americans' favorite searches are sofas, beds and accessories, and room dividers. In terms of health and wellness, Americans prefer to search for contraceptives, Spermicides , Mobility and Accessibility, and light therapy lamps; in terms of sporting goods, Americans' favorite search keywords are sports, outdoor leisure, and exercise and health.

The report also shows that Amazon has the largest share of first-page search results in four categories (apparel, beauty, health, and sporting goods). In the other three areas ( DIY, furniture, and electronics), Amazon ranks second. This shows that compared with other e-commerce platforms, Amazon sellers pay more attention to Google advertising marketing, of course, this is also because Amazon sellers are relatively large.

For this reason, Amazon is one of the biggest sponsors of Google ads . In the field of clothing, the top three e-commerce platforms that buy the most Google ads are Amazon, Walmart and Etsy. In the field of beauty, the top three are Amazon, Walmart and Ulta. However, in the field of furniture, Amazon did not make it into the top three, and the top three were Wayfair, Overstock and Walmart.

Searchmetrics also discovered a phenomenon that when people search, purchase-driven searches (such as iPhone 13) and information-driven searches (such as the best smartphones in 2021) account for almost half each (except for furniture, where purchase-driven searches account for 60%). Searchmetrics said that before consumers buy a product, they will try to find as much information as possible. This is an opportunity for brands to gain more traffic and conversion rates. And another advantage of information-driven searches is that there is not as much competition for their position in search results as purchase-driven searches. Brands can try more detailed product information or product comparison test articles when advertising. More valuable content can increase user stickiness. This also allows brands to stand out from many similar products.

In addition, brands must respond quickly to new trends in consumer demand to ensure competitive advantage. For example, Searchmetrics found in a survey that due to the impact of the epidemic, people spent more time at home, and sales of sofas, beds, room dividers, and office furniture increased. Being able to discover the latest consumer trends can reap the benefits faster.

Searchmetrics also mentioned that if independent sites want to compete with comprehensive e-commerce platforms such as Amazon, they can optimize product search settings and product page display content, because Amazon has a huge volume of products and consumers sometimes find it difficult to find what they like.

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