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Top Selling Items on Amazon: Best Selling Products & Categories in 2023


As one of the world’s largest online marketplaces, Amazon offers immense opportunities for sellers to reach a vast 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. We will uncover some products that consistently generate high sales volumes and explore the reasons behind their success.

Understanding the best selling Amazon products and categories is one of many ways for sellers to conduct product research, capitalize on established data and maximize profit. Whether you’re an established seller or just starting out, staying up to date on the latest Amazon sales data can give you a competitive edge and guide your product selection strategy.

By analyzing the best selling products on Amazon, learn how to gain valuable insights into consumer preferences, niche demands, and emerging trends. Armed with this knowledge, you’ll be equipped to make informed decisions, optimize your product selection, and position your business for growth and profitability on the Amazon platform.

What Are the Top 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.

Understanding the top selling items and categories on Amazon can guide individuals in making informed decisions about their 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.

What Are the Top 10 Best Selling Items on Amazon?

So what exactly does that mean for the top 10 items overall on Amazon?

Though there’s not a definitive way to identify what the top 10 overarching products are on Amazon at any given time, there is a way to refine what they are within categories. To research what the top 10 selling products were within health and household confines, we began by opening up the Best Sellers List of the Health and Household category to find the following 10 products at the time (note* the best sellers list is updated hourly):

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Choose a category
  • Home & Kitchen
  • Kitchen & Dining
  • Unique Finds
  • Camera & Photo Products
  • Cell Phones & Accessories
  • Clothing, Shoes & Jewelry
  • Computers & Accessories
  • Electronics
  • Grocery & Gourmet Food
  • Health & Household
  • Musical Instruments
  • Office Products
  • Patio, Lawn & Garden
  • Sports & Outdoors
  • Tools & Home Improvement
  • Toys & Games
  • Books
  • CDs & Vinyl
  • Software
  • Video Games
  • Collectible Currencies
  • Handmade Products
  • Industrial & Scientific
  • Pet Supplies
  • Movies & TV
  • Appliances
  • Arts, Crafts & Sewing
  • Automotive
  • Baby
  • Beauty & Personal Care
Product Estimate Monthly Sales Estimated Montly Revenue

#10 Toilet Paper (Category: Health & HouseholdToilet Paper)

#9 Flushable Wet Wipes (Category: Health & HouseholdTowelettes)

#8 Laundry Detergent Sheets (Category: Health & HouseholdLiquid Detergent)

#7 Washing Machine Cleaners (Category: Health & HouseholdWashing Machine Cleaners)

#6 Collagen Peptides (Category: Health & HouseholdCollagen)

#5 Protein Bars (Category: Health & HouseholdProtein Bars)

#4 Paper Towels (Category: Health & HouseholdPaper Towels)

#3 Probiotics (Category: Health & HouseholdProbiotics)

#2 AAA Batteries (Category: Health & HouseholdAAA)

#1 AA Batteries (Category: Health & HouseholdAA)

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.

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 at Helium 10

With an affinity for people, Shivali is passionate about industries centered around delivering authentic, helpful tools others can use to grow and succeed. She’s a Brand Evangelist at Helium 10 and the founder of LIVIVACE, a mind & body wellness company which houses four unique brands. Shivali has also self-published two books of her own as well: Positive Self-Talk and Engineering Powerful Habits Successfully. When she's not working, you can likely find her trying to pick up a new language or skill.

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