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The Top 4 Selling Items on Amazon: Amazon’s Best Selling Products


Amazon offers immense opportunities for sellers to reach a growing customer base and achieve substantial sales. In this guide, we will explore the top selling items and categories on Amazon, providing you with valuable knowledge about market trends that could potentially help you make informed decisions for your own e-commerce success. Whether you’re a seasoned private label seller or taking your first steps into the Amazon wilderness, in the world of online selling, knowledge is power, and data is king.

As an Amazon seller, you should know how to keep a pulse on Amazon’s sales trends to make better informed decisions. By using a tool like BlackBox by Helium 10, it can help you do just that as well as quickly and significantly curb the time and energy invested upfront to uncover products. Top selling items on Amazon that already consistently generate high sales volume that you can then go back in to enhance through customizations and sell.

In this guide, we will talk about finding the best products to sell on Amazon with the help of the Best Sellers List on Amazon or by using Black Box to uncover some products that consistently generate high sales volumes and explore the reasons behind their success.

Know that discovering the finest Amazon has to offer is just one facet of product research, but it’s a gem that can transform your business. After all, your goal is to sell products that are already in demand, and studying popular items can provide valuable insights.

By understanding the best Amazon finds, you can conduct product research, capitalize on established data and maximize profit so long as you know how to extract valuable insights into market trends and use the knowledge to gain a competitive edge later on when product sourcing.

I’ll preface the list of products we found with Black Box such as these high performance batteries and the Bounty paper towels in the Health & Household category were sorted by Monthly Sales (Units) as opposed to Revenue since revenue can simply be a measure of the price of the item.

What Are the Top Selling Amazon Product Categories?

When it comes to the best selling products on Amazon, certain categories consistently rise to the top. Here are the top 10 product categories that dominate Amazon’s sales charts:

  1. Electronics: From smartphones and laptops to smart home devices and gaming consoles, electronics are among the best selling items on Amazon. The constant demand for the latest gadgets and technological advancements fuels the success of this category.
  2. Beauty and Personal Care: Skincare, makeup, haircare, and personal care products have a dedicated customer base on Amazon. With a wide range of brands and products to choose from, customers turn to Amazon for their beauty and personal care needs.
  3. Home and Kitchen: Home essentials, kitchen appliances, and decor items enjoy high demand on Amazon. This category includes items like cookware, furniture, home organization solutions, and more.
  4. Books: Despite the rise of e-books, physical books continue to be popular on Amazon. Whether it’s fiction, non-fiction, self-help, or children’s books, the variety and convenience of purchasing books on Amazon contribute to its success in this category.
  5. Health and Household: With a focus on wellness, health, and everyday essentials, the health and household category encompasses products like vitamins, cleaning supplies, personal care items, and more. The consistent need for these products makes them top sellers on Amazon.
  6. Toys and Games: From classic toys to the latest gaming consoles, the toys and games category has a strong presence on Amazon. With a vast selection of options for kids and adults alike, this category sees high sales throughout the year.
  7. Fashion: Amazon has become a popular destination for fashion shopping, with a wide range of clothing, shoes, accessories, and more. The convenience of browsing and ordering fashion items online contributes to the success of this category.
  8. Sports and Outdoors: Outdoor enthusiasts and sports lovers turn to Amazon for their gear and equipment needs. This category includes products like camping gear, fitness equipment, sports apparel, and more.
  9. Tools and Home Improvement: DIYers and homeowners find a plethora of tools and home improvement products on Amazon. Whether it’s power tools, home improvement supplies, or gardening equipment, this category caters to a wide customer base.
  10. Pet Supplies: Pet owners rely on Amazon for their pet care needs, making the pet supplies category a top seller. From food and treats to grooming supplies and accessories, the convenience of ordering pet supplies online contributes to its popularity.

Having awareness of the top selling items and categories on Amazon can guide you in making informed decisions about product selection and marketing strategies. While these 10 categories dominate the sales charts, it’s important to conduct thorough research and identify niche opportunities within these categories to stand out in the competitive marketplace.

More recently, according to Amazon Prime Day 2023, home goods and household essentials were leading categories purchased by shoppers.

How to Find the Best Selling Products on Amazon

The objective as an Amazon seller is to align with existing demand by scrutinizing the platform’s most popular items to analyze what may work and perform well as you bring a product to market.

Analyzing the top selling products on Amazon, coupled with understanding the factors contributing to their popularity, equips you to make judicious selections that yield robust sales. But before I do a deep dive, I want to begin by stating it’s important to acknowledge what excels in one country may not replicate the same success in another.

For instance, a best-seller in the US marketplace might not necessarily thrive in the Japan, Germany, or UAE markets. Therefore, though the information below on the Best Sellers List and information inside of Black Box originates from the US marketplace, you should do your research according to where you plan to sell.

Of course, Helium 10 users can always click into Xray on our free Chrome Extension to learn even more information about these products such as historical sales, associated FBA fees, corresponding sellers rank for the listed products, and more.

Alternatively, Amazon sellers can navigate to Helium 10’s Black Box and utilize the Products tab while inputting a high minimum monthly revenue, selecting their category of interest be it Health & Household, Personal Care, Electronics, or something else and clicking Search.

Doing so will return similar results which you can then sort in descending order of monthly sales to find the most popular items in a given category. You can sort simply by clicking on the column headers.

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What Are the Top Selling Items on Amazon?

As Amazon’s Best Sellers list are updated hourly, there’s not a definitive way to identify what the top 10 overarching products are on Amazon at any given time, but there is a way to refine what they are within categories. Let’s take a look at some of the current best selling products, based on sales, in a few of the top selling categories on Amazon:

1. Clothing, Shoes & Jewelry

The Clothing, Shoes & Jewelry category on Amazon is very popular for sellers as there is constant demand for items in this category. Many Amazon sellers have found success in this category, but there is definitely high competition. As you can see in the screenshot above, the top 5 selling products consist of some big name brands such as Crocs, Fruit of the Loom, and Hanes. While it may seem daunting to try and enter a product category with big name brands like those, you can see that the #7-12 best selling products contain some smaller name brands. This shows that with the right product and business strategy, anyone can find success in the Clothing, Shoes & Jewelry product category.

It is important to assess demand for products you are thinking about selling, and then do extensive competitive analysis so you can determine what product features you can improve on, and make your product stand out against the rest!

2. Electronics

The Electronics category on Amazon is a very popular category for sellers as it generates more than $71 billion in sales so there is clearly opportunity for lots of money to be made for sellers. As you can see the first 5 top sellers are dominated by Amazon and Apple products, but it is important to note that there are Best Sellers that come from smaller brands. Electronics can be a highly profitable category, and technology is always advancing so there will cont new product opportunities which can bring your business success.

3. Home & Kitchen

Selling in Amazon’s Home & Kitchen category is a strategic choice for Amazon sellers in 2023. This category is consistently a top performer on the platform, as it offers diverse product opportunities, a year-round high demand, and the chance to tap into seasonal trends. Many Home & Kitchen products lead to repeat purchases, and the potential for innovation in this category is considerable. It can provide a promising avenue for sellers, provided they conduct thorough market research and cater to their target audience’s needs in this competitive segment.

4. Health & Household

The Health & Household category offers a broad spectrum of products that cater to consumers’ ongoing health and wellness needs. The evergreen demand for health-related items, combined with a growing awareness of wellness, positions this category as a promising choice for sellers. The potential for recurring purchases is high, providing a stable revenue stream.

Given the sensitive nature of health products, it’s crucial to adhere to Amazon’s stringent quality and compliance standards, so you can gain trust and reliability with potential customers.

How to Find the Best Selling Products on Amazon (Using Amazon)

If you don’t use a software like Helium 10 which can make finding product opportunities easier, then it is possible to use Amazon in other ways than just looking at the Best Seller list.

Amazon has a Movers & Shakers list which shows products that have had the biggest gains in their sales rank over the past 24 hours. This list can be a great way to find products that are trending upwards on the Amazon marketplace.

Another list that can be found on Amazon is their Hot New Releases list, which shows products that are new to Amazon and are selling well. From a quick look at the products on the list, many of the products have good reviews but not all have 5 stars. Analyzing the reviews to find any reviews which talk about what they don’t like about the product is an easy opportunity to make improvements and then create & sell a higher quality product.

Lastly, Amazon’s Product Opportunity Explorer is a tool in Seller Central which includes various reports that show:

  • Customer purchasing behavior
  • Customer reviews and ratings
  • Seasonality of the product
  • Search volume and growth for the product
  • Average number of units sold
  • Average price of the product
  • How many sellers are in a given niche
  • Launch date of the products in that niche

These reports show valuable insights into products that you may be interested in selling. Having as much information as possible about a product will help you make data-driven decisions which will increase the likelihood of you finding success on Amazon.

Can I Successfully Compete With Amazon Basics & Other Big Brands?

As for competing with Amazon Basics and other well-established brands on Amazon, it can be challenging but it is not impossible. While these big brands have significant advantages such as brand recognition and extensive resources, there are strategies you can employ to carve out your own success.

Instead of going head-to-head with Amazon Basics in broad categories, consider targeting a specific niche. Find a unique approach, and focus on delivering a product that meets the needs of a specific audience. By narrowing your focus, you can set yourself apart from the big brands and attract loyal customers.

While Amazon Basics may have a strong brand identity, you can create your own. Create a compelling brand story, create a memorable brand, and create a strong brand voice that resonates with your target audience. Creating a brand around your products will also help create loyal customers who value your unique offerings.

Differentiating your products from those offered by larger brands like Amazon Basics is another way to successfully compete with big brands. Add special features, improve product quality, or provide additional value through services or product bundles. By offering something that sets your product apart, you can attract customers who are looking for alternatives to established brands.

One area where small businesses can often outshine larger companies is customer service. Go above and beyond to provide excellent customer support, respond quickly to questions, and address any issues or concerns. By providing the best customer experience possible, you can build trust and loyalty, and ultimately compete at a level beyond price and brand recognition.

Remember that success on Amazon is not determined solely by competing directly with Amazon Basics or larger companies. It’s about finding your unique product value, targeting a specific audience, and offering unique products and services. With the right strategies and a customer-centric approach, you can carve out your niche in the market.

Should I Sell Health & Household Products?

Selling health and household products on Amazon can be a profitable venture due to high demand. However, it’s crucial to be prepared for the competitive landscape, regulatory requirements, and potential seasonal trends.

Health and household products have a consistently high demand on Amazon. People are constantly looking for items like vitamins, personal care products, cleaning supplies, and more. The ongoing need for these essential products presents a significant opportunity for sellers to tap into a large customer base.

It’s essential to recognize that the health and household category is highly competitive on Amazon. Many sellers are already offering a wide range of products, and big brands often dominate the market. As a seller, you’ll need to find a way to differentiate yourself and stand out from the competition through factors like product quality, unique features, branding, or exceptional customer service.

Health and household products are subject to regulations and compliance requirements, especially when it comes to safety and labeling. Ensure that you thoroughly understand the regulatory landscape, including any necessary certifications or approvals for the specific products you intend to sell. Compliance is crucial to avoid legal issues and maintain customer trust.

Some health and household products may experience seasonal fluctuations in demand. Consider the potential impact of seasonality on your sales and inventory planning. It’s important to identify evergreen products that have a consistent appeal throughout the year to ensure a stable revenue stream.

In conclusion, be sure to do lots of research, identify unique selling points, and develop a solid strategy to position yourself effectively in the market. With careful planning and execution, you can find success in the health and household category on Amazon.

How Can I Find Niche Products With a Large Upside?

Finding niche products with significant growth potential on Amazon requires a strategic approach and careful research. It’s essential to strike a balance between market demand and competition levels. Find areas where there is a growing demand but relatively less competition. By conducting thorough research, leveraging data-driven insights, and understanding your target audience, you can identify products that offer significant growth potential on Amazon.

To help you find niche products with a large upside, stay updated on the latest market trends and consumer demands. Keep an eye on emerging industries, popular themes, and evolving preferences. By identifying gaps in the market or underserved niches, you can find opportunities to introduce unique products that have the potential for substantial growth.

Another important step is to leverage product research tools like Helium 10 to gather valuable data and insights. These tools can help you identify products by providing information about sales performance, keyword popularity, competition levels, and customer reviews. Analyzing this data can guide you towards untapped markets and niche opportunities with high growth potential.

Lastly, look for products that cater to passionate and engaged audiences. Find niches where customers have a strong emotional connection or a specific interest. These niches often have loyal customer bases willing to invest in specialized products, creating a favorable environment for growth. Conduct market research, engage with online communities, and listen to customer feedback to understand their needs and preferences.

Do Boring Yet Necessary Products Sell Best?

When it comes to selling on Amazon, it may seem that flashy and exciting products garner the most attention. However, often, it’s the boring yet necessary products that have a significant edge in the marketplace. These products address everyday needs, and their consistent demand drives their success on the platform.

Products like cleaning supplies, storage solutions, and basic kitchen tools may not be glamorous, but they are essential for daily living. As a result, they enjoy steady sales year-round, regardless of trends or seasonal fluctuations. Their practicality and utility make them reliable choices for customers, leading to repeat purchases and long-term success for sellers.

Moreover, while flashy products may generate initial interest, they may not sustain sales over time if they lack practicality or usefulness. On the other hand, boring yet necessary products build customer loyalty by providing value and fulfilling essential needs. They often receive positive reviews and word-of-mouth referrals, further solidifying their position in the market.

That is why as a seller, it is so important to do your due diligence and find the right balance between a product you can do some seriously exciting marketing with and practical essentials. That is the path to building a diverse product portfolio that caters to different customer preferences and maximize your selling potential on Amazon.


This all goes to say taking time to pinpoint the top selling products and categories on Amazon is only one way to conduct product research and comprehend the competitive e-commerce lay of the land.

You can absolutely discover data-driven insights and gain an understanding about consumer preferences, market demands, and emerging trends by referencing the Best Sellers List or utilizing Helium 10’s Chrome Extension. However, you should extend beyond that to validate those ideas and see if they fit your business goals and vision.

Want to learn additional ways to conduct product research? Check out this Serious Sellers Podcast Product Research Masterclass to listen to Bradley talk about the beginning steps of starting your own private label business, identifying profitable niches and shortlisting what items you can potentially sell online.

As you navigate the world of Amazon selling, just remember to stay updated on market trends, optimize your product selection, and prioritize exceptional customer service. By utilizing the right tools and strategies, you can carve out your own success and thrive in the ever-evolving realm of Amazon’s best selling products and categories. Best of luck on your e-commerce journey!


Brand Evangelist

With an affinity for people, Shivali is passionate about industries centered around delivering authentic, helpful tools others can use to grow and succeed. She has offered strategic guidance to tens of thousands of sellers at all levels and is currently a Brand Evangelist at Helium 10 and the founder of LIVIVACE, a mind & body wellness company.

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