Searches in anticipation of Valentine’s Day were the most popular topics for shoppers on Amazon.com in January, according to Similarweb estimates, in the #1, #4, and #11 spots. Also in the top 15 was lingerie for women, which might have Valentine’s Day implications.
These rankings are based on a Similarweb Shopper Intelligence analysis of traffic to the main amazon.com website for the U.S.
Key takeaways
- The top searches included “valentines day decor” with 2.2 million searches, “valentines day gifts” with 1.7 million searches, and “valentines day gifts for him” with 1.3 million searches in January.
- Searches for “valentines day decor” were up 51% year over year. Searches for “valentines day gifts” were up 74% over the same period.
- The most popular “valentines day gifts” product, capturing a 5.6% share of search clicks (44.6K), was a beard oil gift set, followed by a holiday assortment gift “care package” gift set with 4% share (33K clicks).
Most popular searches on Amazon.com for January 2023
Naturally, popular searches included more than just Valentine’s Day items, with Apple Watch and iPhone accessories also near the top of the list.
Change from January 2023
In addition to the Valentine’s Day searches, searches for “crocs” and “workout sets for women” were both up more than 100% year over year.
Products with the most “valentines day gift” search clicks
| Product | Brand | Clicks | Share |
| Beard Oil 5 Pack w/Unscented,Cedarwood,Sandalwood… | XIKEZAN | 44,629 | 5.61% |
| Valentine’s Day Care Package (45ct) Snacks Chocolates Candy… | CRAVEBOX | 33,121 | 4.16% |
| Rose Bear with Box -Artificial Flowers Rose Teddy Bear | DeckTheHalls | 19,484 | 2.45% |
| Personalized Acrylic Photo Keychain, Custom Spotify Music Keychain… | Generic | 19,092 | 2.40% |
| Valentines Day Gifts for Her Him Girlfriend Boyfriend Capsule… | COVLUROTO | 14,167 | 1.78% |
| 114PCS Valentines Day Gifts for Kids Classroom Exchange… | Palmatte | 13,495 | 1.70% |
| REESE’S Miniatures and Hearts Milk Chocolate Peanut Butter Candy… | Reese’s | 11,371 | 1.43% |
| Avidlove Lingerie for Women Lace Babydoll Sleepwear Boudoir… | Avidlove | 11,344 | 1.43% |
| Anditoy 24 PCS Valentines Cards with Mini Colorful Pop Toys… | Anditoy | 10,833 | 1.36% |
| Valentine’s Day Gift Set For Women Movie Night Popcorn… | Pop n’ Dulge | 10,494 | 1.32% |
In addition to those mentioned above, many of the most popular items for those searching for Valentine’s Day gifts were dandies, toys, and trinkets. One particular lingerie item from Avidlove also made it into the top 10.
The Similarweb Insights & Communications team is available to pull additional or updated data on request for the news media (journalists are invited to write to press@similarweb.com). When citing our data, please reference Similarweb as the source and link back to the most relevant blog post or similarweb.com/blog/insights/.
Disclaimer: All data, reports and other materials provided or made available by Similarweb are based on data obtained from third parties, including estimations and extrapolations based on such data. Similarweb shall not be responsible for the accuracy of the materials and shall have no liability for any decision by any third party based in whole or in part on the materials.
Image by wichai bopatay from Pixabay
David covers social media, digital advertising, and generative AI. With a background in web trends since the 1990s, he’s also the author of "Social Collaboration for Dummies".
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