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Update Q1-2021

Most searched products on Amazon in European countries

23 April 2021

Maze-One Update Q1-2021:
PlayStation 5, face masks, and fidget toys most searched for on Amazon in European countries

As a marketplace agency, Maze-One keeps a close eye on developments on marketplaces such as Amazon. For the first quarter of this year, we have narrowed down the search behaviour for products to a top 10. Many countries were in lockdown during the first three months, which is reflected in the search terms.

The Netherlands: Dutch people look for fidget toys
In the first quarter of this year, 'fidget toy' was the most popular search term on Fidget toys ranked first and related searches occurred three times in the top 5. The PlayStation 5 is popular too and appears twice in the top 5. The PlayStation 5 is still limitedly available in Europe, while the demand for computer games remains: we are spending a lot of our time at home and we are looking for entertainment. Unlike other countries, the search term 'facemask' does not appear in the top 10 of most searched-for products in the Netherlands.

UK: Valentine's Day and Mother's Day gifts searched on
In the UK, three out of the top five search terms are related to Valentine's Day and/or Mother's Day (celebrated in March). PlayStation 5 (ranked second) and face masks (ranked fourth) are frequently used in searches on Although "chocolate" is on the 8th place in the top 10, chocolate sales on Amazon are huge. Dutch company Tony’s Chocolonely, e.g. reached the top 3 of the 'chocolate blocks & bars' category on in just a few months.

Germany: face masks dominate top 10 search terms
On there is a frequent search for 'ffp2 maske' in the first quarter of this year: no less than five out of ten searches are about face masks. It seems that Covid19 plays a bigger role here than in other countries. But in Germany people frequently search for PlayStation 5 or PS5 as well: these are on second and fifth place in the top 10.

Changes in daily life seem to influence online search and buying behaviour. We see that it pays off for a company or brand to respond to changing search behaviour. Perhaps a different term or adaptation of content is enough to stimulate online sales. Maze-One helps brands build better relationships with Amazon and other marketplaces.

Other developments on marketplaces



Fig.1 ‘Amazon Search Terms’

Fig.2 ‘Amazon Search Terms’

Fig.3 ‘Amazon Search Terms’

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