Amazon product categories: graphic of different items

Top Amazon Product Categories in 2023

Whether you are a brand new Amazon seller beginning your research or an experienced Amazon vet, it can be difficult to figure out which product category to focus on. 

With over 40 categories to choose from, how do you narrow down your research and find the best niche to put all your focus on?

At Jungle Scout, we conducted a survey with over 2,000 sellers and found out what the most and least popular main categories were among Amazon businesses. 

In this article, we will be going over:

Want to learn more about selling on Amazon? Check out our complete guide.

What Amazon product categories do shoppers buy from the most?

When selling on Amazon, or any other platform, it is important to know where and what consumers are buying. You wouldn’t want to set up shop at a flea market and realize you’re in the wrong parking lot, right? 

The same goes for Amazon and ecommerce. If you create a product in a niche or category that very few people shop in, you’re going to have some trouble.

Taken from our 2023 Q3 Consumer Trends Report, the graph below examines buyers’ changing spending habits in multiple top Amazon categories compared to Q2 of 2023.

While there is a large number of shoppers in these categories, that could mean there’s also a large number of sellers as well.  

Not only do you have to measure whether or not there are buyers for your product, but you also have to measure the amount of competition. In a sea of garlic presses and apple slicers, it can be hard to stand out.

It is no secret that selling on Amazon has become increasingly popular over the years, thus increasing the amount of competition for existing sellers.

According to our 2023 State of the Seller Survey, these are the top 10 categories sellers have products listed in:

Top 10 categories
Home & Kitchen 35%
Beauty & Personal Car 26%
Clothing, Shoes & Jewelry 20%
Toys & games 18%
Health, Household & Baby Care 17%
Baby 16%
Electronics  16%
Sports & outdoors 16%
Pet Supplies  13%
Office Supplies 13%

Sellers could select multiple categories.

A question I immediately ask myself is: Are these categories too competitive? The last thing you want to do is jump into an oversaturated market with little-to-no chance of reaching page one.

Here are some additional issues with selling in a popular product category:

  • 39% of sellers are concerned about increased competition driving prices down. The more competition a particular niche or product has, the harder it will be to compete on price
  • Categories that are more saturated will have higher advertising costs. This can include a higher CPC (cost per click), as well as hiked up advertising costs with diminishing returns.

This is why product research is such an important step when choosing a product to sell on Amazon. 

In a later section, I’ll explain how you can dig deeper into various subcategories to find better product opportunities.

Why do so many people sell in Home & Kitchen?

It’s no surprise that the Home & Kitchen category is the most popular among sellers. Everyone uses some type of home or kitchen product in their everyday lives.

  • Lower barrier to entry. Selling in this category is easier than others because it is not restricted to new sellers. 
  • Easier to think of product ideas. Everyone has some type of kitchen or home product in their house. 
  • Most products don’t have complicated requirements. Examples of this include supplements, food expiration dates, toy certifications, auto parts, and so on.
  • Easy to manufacture. Search through a few kitchen supplies on Alibaba and see how easy it is to get almost any kitchen product you can think of.

Luckily, there are a handful of tools and strategies you can utilize to find popular product categories that aren’t prohibitively competitive. Here are a few of our favorite tactics.

1. Keyword Scout & Opportunity Finder

Use Jungle Scout’s suite of powerful tools to help you conduct more accurate product research and.  Great ways to find low-competitionlow competition products, in high demand.

Amazon product categories: Keyword Scout

2. Google Trends

A free, powerful tool that will show you the current trends in today’s world.  A great place to get ideas for a new product or a growing category.

3. Read Our Consumer Trends Report

While many consumers have stated they will be buying less in 2023 due to increased inflation, categories such as groceries, pet supplies, and beauty & personal care have seen an increase in purchasing in Q3 2023. 

79% of consumers say inflation has affected their spending in 2023 — look for categories that consumers need to spend in versus want to spend in, and figure out ways you can offer discounts or deals to ease some of the financial pressure consumers are feeling.  

4. Find a low- competition niche

The idea is to start with a broad topic and conduct deeper research into your initial subject.  While the broad subject you searched may be highly competitive, the deeper you dig down the “rabbit hole”, the more likely you’ll discover an untapped market. Read about how to find a low competition niche here.

Least popular product categories among Amazon sellers

On the flip side, here are the least popular product categories, according to our 2023 State of the Amazon Seller Survey.

Appliances 12%
Garden & Outdoor 11%
Cell Phone & Accessories  10%
Apps & Games  8%
Automotive  8%
Handmade  6%
Computers  5%
Industrial & Scientific  5%
Collectibles & Fine Art 5%
CDs & Vinyl 4%
Luggage & Travel Gear 4%
Video Games  4%
Musical Instruments  2%

Though fewer sellers list products in these categories, they can still be profitable. Remember: 

  • Profitability does not depend on the main category’s popularity. It depends on the niche chosen, the competitiveness of your product, price, cost of goods, and several other factors.
  • Fewer sellers could mean more opportunity for sellers. 42% of Amazon shoppers buy from the electronics category in 2023 but only 16% of sellers list in electronics.
  • Conduct product research in these categories. If you don’t have a product in mind and the product category doesn’t really matter to you, then you should stand out from the crowd and search through the less obvious category options.

Are some categories more profitable than others?

While some categories may be more popular than others, every category has profitable sub-categories.

Home & Kitchen is the number one category among sellers but there are plenty of subcategories that are not profitable because of increased  competition, price wars, direct competition from Amazon, and increased PPC costs. 

Our survey shows that there are profitable sellers in every category but some show to be more profitable than others. In fact, less popular categories can be more profitable than popular categories. For example:

  • Home & Kitchen. (2% of sellers have 51%-100% net profit.)
  • Arts, Crafts, & Sewing. (10% of sellers have 51%-100% net profit.)

Based on our survey, here are the categories with the most profitable sellers (21% net margin and up):

  1. Beauty & Personal Care: 30% of sellers
  2. Home & Kitchen: 30% of sellers
  3. Clothing, Shoes & Jewelry: 27% of sellers
  4. Arts, Crafts & Sewing: 23% of sellers
  5. Electronics: 22% of sellers
  6. Sports & Outdoors: 21% of sellers
  7. Health, Household & Baby Care: 21% of sellers
  8. Toys & Games: 20% of sellers
  9. Grocery & Gourmet Food: 19% of sellers
  10. Cell Phone & Accessories: 17% of sellers
  11. Appliances: 17% of sellers
  12. Office Products: 17% of sellers
  13. Baby: 16% of sellers
  14. Pet Supplies: 16% of sellers
  15. Books: 15% of sellers
  16. Tools & Home Improvement: 15% of sellers
  17. Automotive Parts & Accessories: 13% of sellers
  18. Garden & Outdoor: 13% of sellers
  19. Handmade: 11% of sellers
  20. Collectibles & Fine Art: 10% of sellers

Note: Sellers often sell in multiple categories

Which categories potentially have more opportunities

It’s interesting that one of the least popular categories (handmade, 6% of sellers) has the highest number of profitable sellers (above a 20% margin).

While there are profitable sellers in every category on Amazon, there are a considerable number of sellers who are also not profitable. Out of everyone surveyed, 8% of sellers are not profitable, and another 8% don’t know their numbers

In the most popular category (Home & Kitchen) 14% of sellers are unprofitable or don’t know their profit margin. 

Picking one category over another will not guarantee that your product will be profitable, but there is an opportunity in less popular categories. 

Automotive Parts & Accessories accounts for only 87% of sellers, but 42% of auto sellers see profit margins of 21% – 100+%.

The automotive category is restricted to new sellers but can be worth the upfront hurdles to have the ability to sell in categories others cannot.

Less popular categories will also have less competition. 

Your ability to sell in a less popular market depends on your ability to:

How to find lower competition products in a popular category

The key to finding high demand, low competition products is to really niche down (dig deeper) in your main category.  The further you go into subcategories and the more specific you get, the better chance you have to find a market with limited competition.

You can still find lower competition sub-niche within a large, popular category.

  • For example, Home & Kitchen > Kitchen & Dining > Storage & Organization > Countertop & Wall Organization > Vertical Plate Holders

In just five minutes, we were able to find a medium demand product with low competition.  

Now, you will need to do more research to determine whether or not this is a good category to target — this is just to give you an idea of how simple it can be. 

Don’t skip or rush the product research phase.  Continue to dig deeper into every subcategory until you can find a low competition/high demand product with consistent sales history

Does it matter what category you sell in?

As you can see from the data in our seller survey, there are profitable sellers in every category on Amazon.  Finding a category or market with limited competition won’t be easy, but it will be worth it.

Again, it depends on product research, competitiveness, etc. Remember:

  • Demand is more important than category
  • Be different; don’t just sell in a popular category because that’s what everyone else is doing
  • Amazon is very competitive — get creative!

Using Jungle Scout tools to find untapped opportunities  

At Jungle Scout, we create tools that make your life as an Amazon seller a little easier. Especially when it comes to product research.  

With tools like Product Database and Opportunity Finder, you will be on your way to a profitable product idea in no time. 

Paired with the Extension, you can get a quick overview of the demand and competitiveness of your product

Which top Amazon category will you sell in?

When it comes to growing your business or selling on Amazon, everyone has different goals they’re trying to reach. This post isn’t about telling you which category you should be selling in, it is to get you to think outside of the box so you have the best chance for success when selling on Amazon.

Make decisions based on data and not what you think will sell well. 

To learn more, check out this video that helps you decide which category to sell in! 

If you have any other questions regarding the top Amazon product categories or product research, post your comments below!

Learn more about Jungle Scout here:

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45 comments on “Top Amazon Product Categories in 2023

  1. I’m thrilled by the depth and clarity of your Amazon best seller guide! It’s an incredible resource, packed with actionable insights that truly stand out. A must-read for anyone seeking success in the competitive world of online selling. Kudos on an outstanding job!

  2. The writing in this blog post is truly commendable. It skillfully delves into the intricacies of Amazon product categories, providing a comprehensive and insightful guide for readers. The clarity and organization of the content make it easy to navigate and understand, even for those new to the topic. The author’s ability to break down complex concepts into digestible sections. Additionally, the use of relevant examples and practical tips adds value to the reader’s understanding. Overall, this blog post is a prime example of effective writing that educates and engages readers on a subject that could otherwise be overwhelming.

  3. Interesting stats, I see the groceries category is atop the list with a whopping 29%. I suspect the Covid-19 lockdowns factor drove this category up exponentially. Useful data here especially for those looking to get into affiliate marketing.

  4. Hi Brian,
    My account is set up on Amazon but I am having trouble adding the product because it does not have A GTIN number. I will be selling clothes from a brand from another country. Should I buy the GTIN number? And if I buy it, it will work for all the products I will sell from this brand ? Or o have to buy a GTIN number for each product?

    Also, can I be a FBA and FBM seller at the same account? I actually have a business account. ( not sure it will make a difference for this question)
    So many questions!! Thanks Brian!!

    1. Hi Helena,

      If the products do not have a GTIN, you will need one for each product you sell. You can also apply for what’s called a GTIN exemption in Amazon. We have an article on that topic. This allows you to list and sell products on Amazon that do not have a GTIN.

      Yes, you can fulfill orders using FBA and FBM on the same account.

      I hope this helps!

  5. Hey there Sir Brian Connolly. I really love your explanation on how to sell and profit on Amazon with detailed analysis. But I’d like to know more about how I can earn more money publishing my books and arts online.
    By the way, I am Sam, a business enthusiast.
    Nice connecting with you Sir. 🤝🏼
    I hope to get a feedback from you soon.

    1. Hi Sam,

      Thanks for reading! We have many other articles that will be able to help you out. We have a great article on selling books and selling on Amazon KDP. Check them out!

  6. This article is really thorough, informative and intresting but…
    the one thing it seems to ignore is that many sellers (or me at least) sell across many categories. We don’t focus on the category, we focus on the product opportunity.
    so while the data is useful to know, it doesn’t really represent the way that many people sell, and the thought of following a niche is a bit of an old line developed by internet marketers to shoehorm buyers into easier product sales.

    1. Hi Tony,

      Yes, I agree with you. As a seller myself, I focus on the product itself and not so much the category. Thanks for the comment.

  7. Hi Brian, as a newbie I don’t really have a product in mind but wish to become a seller, in this case, which category should I pick? With high profitability and less competition?

    1. Hi Joe,

      That is hard to answer as all categories have profitable products you can sell. Try to start with something that you are interested in and do some research using Jungle Scout to see what the demand and competition is like.

  8. Hello
    I have a product that I want to introduce on Amazon. I invented it and marketed it with varying degrees of success pre-Internet.
    I believe it would do well in Home improvement/tools category. I am trying to create a hands-free business at this time. That is why I have contacted a resaler of Amazon Products. She indicated that she would prepay me for orders and I would have my manufacturer direct ship them to her after I receive payment.
    I don’t know if this is a good arrangement for selling on Amazon. But it seems like a good option for me achieving a hands-free business. I don’t know how to choose a reseller or what to expect in terms of pricing, performance, and profitability to me.
    I was also wondering about sales statistics on Amazon per day in the home-improvement category or tool category.
    Is there anyway you can help me with this?

    1. Hi Eric,

      So you would be providing another seller your product at a wholesale cost? If you want a true hands-free business, that is a great way to do so as you don’t have to deal with getting everything set up on Amazon and launching the product. Just make sure the reseller has the experience and can make sure your listing is optimized with good images, keywords, and sale copy.

      The home-improvement category is very popular on Amazon. Look for similar products you are selling and Jungle Scout can tell you the daily sales estimates for a specific product.

    1. Hi Richard,

      Well, in that case, you should test each advertising solution Amazon offers you. There’s not one program I can say will work best for your product. Run tests and see which gives you the best return.

  9. Very very helpful!!!+)))
    Just waiting for Amazon to approve my application to be an Amazon seller,,,I can’t wait!!!+)))

  10. Hi,
    i am thinking of launching my first product under my brand and category for my first product is beauty and personal care. I have 2 questions.
    first one is if i have a brand name, do i need to stick to one category where i sell all my products? for example i should only launch more products in beauty and personal care category.
    Or i can launch my second third and forth product which would be from a different category, for example home and kitchen.

  11. I would like to know which categoria the product SMART TOILET SEAT WITH ELECTRIC BIDET is belong on Amazon?
    Is it belong to the categoria FURNITURE and DECOR?

    I am appreciate it for your help.

  12. Hi please can you help me. I have purchased the jungle scout extension and am struggling to work out what “sellers” means at the top of the jungle scout pop down below a product. Please can you help me

  13. This is great info! I am so happy to have found your site. I sell handmade t-shirts – which is a better category for me to list in? Handmade or clothing? I need variants but the clothing category seems very competitive? What is your professional expert opinion?

  14. Thank you Brian for your exceptionally clear explanation of the Amazon product categories and how to figure out which products are profitable! As a new seller you’ve given me a really valuable perspective.

  15. If my product can be listed in more than one category, should I choose the category that is less popular? Thank you!

    1. Hi Paul,

      I would choose the category that is less popular since you will have a better chance of ranking higher in that category.

  16. Brian, this is the best thing you could ever do for me who is a newbe and struggling to find a product to sell. thanks for your help brother.

    1. Hi Hubert,

      You are very welcome, happy to help! I am glad to hear my post has been valuable to you. Let me know if you have any other questions and good luck on your Amazon selling journey!

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