Amazon has built a dedicated website for bestseller products and updates it hourly. For each category, the items that are selling best at that moment are listed there. Many third-party sellers on the platform keep an eye on the Amazon bestsellers in the categories that interest them, as sometimes a good product idea can be found. At the same time, it is no guarantee of having your own bestseller by adding one of the best-selling Amazon products to your portfolio – as many important aspects are not revealed by the bestsellers.
Therefore, we would like to take a closer look in this blog post at what criteria a promising product idea must meet and why the bestseller page is not sufficient as a research source. We will also take a look at the top 10 best-selling Amazon products of all time.
The Amazon bestseller products: Inspiration without a solid foundation
What the bestsellers reveal
The bestsellers can provide Amazon sellers with valuable insights into various important aspects.
- Recognizing trends and demand
- Quick overview of trends: Sellers can recognize early which products are particularly in demand in specific categories.
- Seasonal developments: Bestseller lists provide insights into seasonal fluctuations (e.g., Christmas products, summer items).
- Product ideas: Sellers can gain inspiration for new products or product improvements.
- Competitive analysis
- Monitoring pricing strategy: The prices of the bestsellers help to better assess the pricing policy of the competition.
- Analyzing reviews: Sellers can observe customer reviews and common issues with top products to optimize their own offerings accordingly.
- Understanding market shares: The position of a product in the bestseller list gives an indication of how well it sells compared to the competition.
- Optimization of own products
- Improving own listings: Sellers can derive from the Amazon listings of bestseller products how to optimize their own product page (title, description, bullet points, A+ Content, etc.).
- Keyword research: The bestseller page shows which products rank with which keywords, which is useful for one’s own SEO strategy.
- Product design: Insights from the bestsellers help to adjust one’s own product offerings in terms of design, functionality, or accessories.
- Identification of niches
- Discovering new markets: Sellers can find bestsellers in lesser-known categories and check if it is worth entering these markets.
- Low-competition areas: Niche products with high sales potential can be more easily discovered.
- Adjusting marketing strategy
- Utilizing trends for advertising campaigns: With information about current bestsellers, marketing and advertising strategies can be aligned with successful products or categories.
- Timing promotions: Sellers can strategically plan promotions when a bestseller trend is recognized.
- Identifying new competitors: A sudden appearance of new products or brands in the bestseller lists provides clues about new competitors.
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What the bestsellers conceal
These obvious advantages should not obscure the fact that the Amazon bestseller pages only categorize products very roughly and inadequately capture important market-related metrics or do not capture them at all.
- High competition in bestseller categories
- Market saturation: The products in the bestseller lists are often already established and offered by many sellers. Entering such products is often not successful.
- Strong brands dominate: Many bestsellers are offered by well-known brands or large sellers, making it difficult for new providers to be competitive without undercutting their own margins and engaging in price wars.
- Lack of price and cost analysis
- Unknown margins: The bestseller list provides no information about manufacturing costs, shipping costs, or the profitability of a product.
- Cost structures: Without a precise understanding of the calculations behind the bestsellers, it is risky to offer a similar product.
- Dependence on Amazon’s algorithms
- Manipulation: The bestseller lists can be influenced by targeted marketing measures (e.g., discount promotions, fake reviews), so they do not always provide a realistic picture of the market.
- Short-term placements: Some products appear on the lists temporarily because they are heavily advertised but quickly disappear again.
- Lack of focus on niches
- Not all products need to be bestsellers: The lists focus only on the most successful products in a category but overlook potentially profitable niche products with lower sales volume.
- Short-lived trends: Bestseller lists often reflect short-term trends that may not guarantee long-term demand.
- Lack of deeper analysis of target groups
- Unclear customer needs: The bestseller list provides no details about why a product is popular or what specific problems it solves.
- Target group segmentation: There is a lack of information about which customer groups purchase the product (e.g., age, gender, interests), which is crucial for developing a thoughtful product strategy.
- Limited innovation opportunities
- “Me-Too” products: The orientation towards bestsellers often leads sellers to simply imitate existing products instead of developing genuine innovations.
- No differentiation potential: Without additional research, there is a risk that new products lack unique selling points and do not stand out from the competition.
- Risk of short-term trends
- Volatility: Products can become bestsellers due to temporary events (e.g., holidays, viral trends) without having long-term potential.
- Seasonal effects: Many bestsellers are seasonal (e.g., Christmas decorations) and are only in very limited demand outside of the season.
Therefore, those who only look for products and new ideas on the Amazon bestseller pages will hardly achieve sustainable success. Instead, it is important to cross-reference the inspiration gained there with real data and facts and to conduct an in-depth market analysis.
Amazon’s Bestsellers: Top Products of the Last Decades
For the 25th anniversary of Amazon.de, the company has published some of the most popular products of the last two and a half decades. However, it should be noted that the list is sorted alphabetically and makes no claim to completeness. Therefore, it cannot be said whether these are indeed the absolute best-selling products on Amazon or if we are dealing with a curated selection from the trading platform. Nevertheless, we can probably assume that all these products can be found among the bestsellers.
Best Amazon Products 1998 to 2023
Adele – Album “25”
- What is it about? Musical album by British singer Adele, which includes the hit “Send My Love (To Your New Lover).” It is characterized by Adele’s unique voice and a mix of pop, soul, and ballads.
- Why bestseller? Adele is one of the most successful musicians, and “25” marked her comeback after a long break. Her emotional lyrics and strong media presence surrounding the release fueled the sales.
Amazon Basics High-Speed HDMI Cable
- What is it about? Affordable, reliable HDMI cable that is suitable for 4K Ultra HD. It is part of the Amazon Basics series, which offers everyday products at low prices.
- Why bestseller? HDMI cables are essential for many devices, from televisions to computers. The combination of quality, price, and Amazon branding has likely convinced many customers.
Anker 24W 2-Port USB Charger with PowerIQ
- What is it about? Fast USB charger with two ports and intelligent technology that detects the optimal charging speed.
- Why bestseller? Smartphones and other devices require powerful chargers. Anker is known for quality and reliability, making it a popular choice.
Apple AirPods with Wired Charging Case
- What is it about? Wireless in-ear headphones from Apple that impress with their minimalist design and seamless integration into the Apple ecosystem.
- Why bestseller? Apple has a huge user community that often exclusively uses brand-owned products. The AirPods offer comfort and functionality, combined with a high status symbol value.
AVM FRITZ! WLAN Repeater 310
- What is it about? WLAN repeater from AVM that extends the range of the home network.
- Why bestseller? Many households have issues with Wi-Fi coverage. The FRITZ! brand is well-known for routers and enjoys an excellent reputation in Germany, which strengthens trust in the product.
Biokat’s Diamond Care Fresh Cat Litter
- What is it about? High-quality cat litter with baby powder scent that is particularly absorbent and odor-binding.
- Why bestseller? Cat litter is a necessary consumable product for cat owners that is likely reordered frequently. However, it is difficult to say why this particular cat litter has become dominant.
Bite away
- What is it about? Electronic device for relieving itching and pain from insect bites, which works using a localized heat impulse.
- Why bestseller? Practical, handy, and effective – especially in summer, insect bite healers are a popular product. Bite away was one of the first on the market and is correspondingly well-known.
Crocs
- What is it about? Comfortable, lightweight plastic clogs that can be used both at home and on the go.
- Why bestseller? Crocs have sparked a trend, and while some hate them and denounce them as a fashion faux pas, others love the combination of comfort and functionality.
The Civil Code (BGB)
- What is it about? Standard work of German law that contains fundamental laws for private individuals.
- Why a bestseller? Lawyers, students, and interested laypeople regularly purchase the BGB, as it is an indispensable reference work and is regularly updated.
The Café at the Edge of the World – John Strelecky
- What is it about? Philosophical narrative about the search for meaning and happiness in life.
- Why a bestseller? The universal and inspiring approach has appealed to a wide audience.
The Child in You Must Find a Home – Stefanie Stahl
- What is it about? A psychological book about self-reflection and working with the inner child.
- Why a bestseller? Topics such as self-help and mental health have become increasingly popular in recent years, and Stefanie Stahl is a respected author in this genre.
De’Longhi EcoDecalk Descaler
- What is it about? Descaler for coffee machines that dissolves deposits and extends the lifespan of devices.
- Why a bestseller? Coffee machines are widespread, and the demand for descalers is consistently high, as it is a consumable product. Additionally, De’Longhi is a well-known brand.
Echo Smart Speaker
- What is it about? Amazon’s smart speaker with Alexa voice assistant that controls smart devices, plays music, and more.
- Why a bestseller? The combination of technology and convenience has made the Echo a popular gadget in many households.
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Ei Electronics Smoke Alarm
- What is it about? Durable smoke detector with award-winning status.
- Why a bestseller? Legal requirements have made smoke detectors mandatory in many federal states, even in private households. Additionally, Stiftung Warentest is an institution in Germany that many people trust.
Fifty Shades of Grey – Secret Desire
- What is it about? Erotic novel that describes an intense relationship with BDSM elements.
- Why a bestseller? The polarizing theme and the extensive discussion in the media have turned the book into a hype, which was first published as an E-book in self-publishing.
Fire TV Streaming Media Player
- What is it about? Amazon’s streaming device that provides easy access to services like Netflix, Prime Video, etc.
- Why a bestseller? Streaming is a central part of modern entertainment, and Amazon offers a very well-integrated solution with Fire TV that also works with non-smart TV devices.
Helene Fischer – Album “Farbenspiel”
- What is it about? Music album by the German singer featuring hits like “Atemlos durch die Nacht”.
- Why a bestseller? Helene Fischer is one of the most successful artists in the German-speaking world, and the album has now achieved cult status.
INSTAX Mini Film Standard (20/PK)
- What is it about? Instant film for INSTAX cameras.
- Why a bestseller? Retro photography is popular again, and the INSTAX market is booming. Additionally, films need to be regularly repurchased.
Kindle eReader
- What is it about? Amazon’s eBook reader with eye-friendly display and long battery life.
- Why a bestseller? Reading eBooks is convenient, and Amazon dominates the market with a huge selection of books included in the Prime subscription.
Lavazza Caffè Crema Classico
- What is it about? Blend of Arabica and Robusta coffee beans, ideal for espresso.
- Why a bestseller? Lavazza is a brand synonymous with quality, and coffee consumption is firmly rooted in German everyday culture.
Philips OneBlade Replacement Blades
- What is it about? Blades for the Philips OneBlade razor, suitable for precision shaving and trimming.
- Why a bestseller? The OneBlade is popular among consumers, and replacement blades are a necessary consumable product.
Rico, Oskar and the Deeper Shadows – Andreas Steinhöfel
- What is it about? Children’s book about adventure and friendship, full of humor and charm.
- Why a bestseller? Children’s literature is timeless, and the story has received numerous awards. Additionally, the author is well-known in Germany.
SanDisk Ultra USB 3.0 Flash Drive
- What is it about? Fast USB drive with 64 GB storage capacity.
- Why Bestsellers? Data storage is universal, SanDisk is known and stands for quality.
SodaStream DuoPack Glass Carafes
- What is it about? Replacement bottles for SodaStream devices made of high-quality glass.
- Why a bestseller? The SodaStream can be found in many German households, but it often comes with only two plastic bottles. Those who want to increase capacity or prefer glass purchase this product.
VARTA Batteries AA (Bulk Pack)
- What is it about? Batteries for everyday use in a convenient bulk pack.
- Why a bestseller? Batteries are a daily necessity but often relatively expensive in retail. The bulk pack offers good value for money.
Conclusion
The Amazon bestseller page is a useful source of inspiration for both sellers and customers. It provides insights into current trends, seasonal demand, and popular products. However, sellers should exercise caution: the bestsellers are merely a starting point for product research and no guarantee of personal success. They reveal nothing about margins, market saturation, or target audiences. In-depth market analysis and innovative product ideas remain crucial for long-term competitiveness.
On the 25th anniversary of Amazon.de, the e-commerce giant revealed which items have had a significant impact on the market over the years – from everyday consumer products like razor blades and batteries to cultural phenomena like Adele’s album “25” or the novel “Fifty Shades of Grey.” Nevertheless, the examples illustrate how diverse and dynamic customer needs are – whether it’s the search for entertainment, comfort, practicality, or emotional resonance. Successful products often combine functionality, quality, and a clear understanding of customer needs, making them bestsellers.
Frequently Asked Questions
What does the Amazon bestseller rank mean? The Amazon bestseller rank (BSR) indicates the sales ranking of a product in its category, based on current and historical sales figures. A low rank (e.g., #1) means that the product is selling particularly well. The rank is updated hourly.
How to find the best-selling items on Amazon? The best-selling items can be found on the Amazon bestseller page, which is organized by categories. Alternatively, you can search for items with the “Bestseller” label in the respective product categories.
Which products are not allowed to be sold on Amazon? Products that violate Amazon’s policies, such as counterfeit goods, dangerous or illegal products, prohibited substances, or unapproved food items, are not allowed to be sold. Additionally, strict restrictions apply to certain categories (e.g., medical devices).
When is a book considered a bestseller on Amazon? A book is classified as a bestseller when it achieves the lowest Amazon bestseller rank (e.g., #1) in its category. This depends on sales figures compared to other books and is updated regularly.
Image credits: © ibreakstock – Amazon.com
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