Best Selling Items on Amazon This Holiday Season (2021)

November 18, 2021


What items are flying off Amazon’s shelves this holiday season? Last year, e-commerce sales increased by 17% on the platform from October to December. During the 2020 holiday season, the e-tail giant delivered more than 1.5 billion toys, beauty and personal care products, electronics, and home goods. Sellers are expecting a continual tick upward in these trends, as online shopping continues to chip away at brick and mortar sales.

Whether you’re here to take notes on the industry’s most popular items for next year’s strategic plans, or simply curious as to what’s shaking the market, taking a look at some of the categories with the highest holiday demand provides insight into what shoppers want today.

In general, the following categories are in extremely high demand on Amazon in 2021 during the fourth quarter:


Toys & Games

Unsurprisingly, the Toys & Games category hits the top of the list. Christmas shopping makes up for a large percentage of the toy industry’s $33 billion in annual sales, and Amazon is a particularly popular hotspot for parents seeking the perfect gift. The competitive prices, 2-day Prime shipping, and generous return policies tick all the boxes for the last-minute mom who has a few too many items on her holiday to-do list.

To help direct the shopping frenzy and promote particularly relevant items, Amazon released a ‘Toys We Love’ page that features products they deem to be ‘best loved’ (i.e. most popular and highly rated). The list features a wide variety of toys, from plush stuffed animals to a mini rideable roller coaster.

Today, the products making the top of the list in the Toys & Games categories are:

  1. The Original Slinky
  2. SHASHIBO Shape Shifting Box
  3. LeapFrog 100 Animals Book
  4. TeeTurtle Reversible Octopus Plushie
  5. Crayola Light Up Tracing Pad
  6. Mystery Capsule Series 1

Top Amazon Toys & Games 2021



With the Consumer Electronics Market size valued at over $1 trillion in 2020, the category is another highlight for booming sales during the holidays. Amazon has directed millions of dollars in R&D, marketing, and product development in this category, capturing a large volume of consumers with their own branded items.

A large contributor to their categorical success has been the development of the Amazon Alexa and Alexa-enabled products. Since the release of the first Alexa device in November 2014, Amazon has expanded its Alexa product line to include various editions of the Echo, Echo Dot, Echo Show, and more. Today, there are over 150 devices on the market with Alexa-enabled technology. The latest Amazon Alexa statistics show that 70% of smart speaker users in America use a version of the Amazon Echo.

Also released in November 2014, the Amazon Fire Stick became another smashing success in the Electronics category. A competitor with Roku and Apple TV, the Amazon Fire Stick became a functional, budget-friendly option that quickly gained traction and popularity.

With over 40 million Fire TV Sticks and 200 million Alexa devices sold, Amazon has managed to produce staggering sales volumes on the platform, clenching the highest rankings in the Electronics category:

  1. Fire TV Stick 4K
  2. Fire TV Stick Lite
  3. Fire TV Stick
  4. Fire HD Tablet (2020 Release)
  5. Echo Dot (3rd Gen)
  6. Amazon Smart Plug

Top Amazon Electronics 2021


Camera & Photo

The Camera & Photo category has had its share of ups and downs in the last two decades. The golden years of digital photography spanning from ​​2007-2011 took the industry by storm, but was soon overtaken by the emerging popularity of the smartphone. However, the development of home security cameras, video doorbells, and related items has breathed new life into the market, offering a fresh wind of buyers looking to outfit their homes with the latest tech.

On Amazon today, 5 out of the top 6 bestsellers in the Camera & Photo category are related to home security cameras for indoor and outdoor use:

  1. Wyze Cam Spotlight
  2. Fujifilm Instax Mini Instant Film
  3. Blink Outdoor Security Camera, 2-Pack
  4. Blink Mini Indoor Security Camera
  5. Blink Outdoor Security Camera, 3-Pack
  6. Ring Indoor Cam

Top Amazon Camera & Photo 2021


Pet Supplies

According to a 2019 study, over 70% of pet owners plan to purchase Christmas gifts for their furry friends. There’s no question about it – people really love their pets. Many feel as if they are another member of the family. In addition, pets make for popular Christmas gifts, and alongside a new cat or dog purchase comes all of the supplies needed for their care.

These factors help contribute to the spike in sales that the Pet Supplies category experiences during the holiday season.

Currently, the top-selling products in this category are:

  1. Earth Rated Dog Poop Bags
  2. AmazonBasics Dog and Puppy Pads
  3. Precious Cat Ultra Cat Litter
  4. Good’N’Fun Triple Rawhide Kabobs
  5. Fresh Step Scented Litter
  6. Blue Buffalo Adult Dry Dog Food

Top Amazon Pet Supplies 2021


Sports & Outdoors

COVID-19 has caused major lifestyle shifts for many consumers across the globe. During the pandemic, the Sports & Outdoors category has seen an upward trend bolstered by families trying to stay active and occupied while being outdoors during lengthy lockdown periods and school closures.

A strong indicator for the category, Dick’s Sporting Goods reported a 45% increase in second quarter sales in 2020 compared to the same quarter in 2019, and a 20.7% increase in second quarter sales in 2021 compared to the same quarter in 2020.

While the category has always been popular during the holiday season, the last two Christmases showed a steeper climb than previous years as consumers continue to invest in outdoor activities. Cycling, paddle sports, golfing, and camping are all hobbies that have gained significant interest since 2020.

The following items are currently sitting at the top of the list in the Sports & Outdoors category:

  1. Fitbit Inspire 2 Health & Fitness Tracker
  2. LINKIOM Children’s Jacket
  3. Hanes Men’s EcoSmart Sweatshirt
  4. Men’s Full Zip Hooded Fleece Sweatshirt
  5. Walker’s Game Ear Electronic Muff
  6. Hans Men’s Pullover EcoSmart Hooded Sweatshirt

Top Amazon Sports & Outdoors 2021


In Conclusion

E-commerce has dramatically changed the way we shop, shifting market patterns and predictions drastically over the last decade. The COVID-10 pandemic has only accelerated these changes, adding exponential growth to platforms like Amazon and Walmart.

While you’re probably not making your marketing decisions based on Amazon’s Alexa sales in Consumer Electronics or Slinky’s domination in the Toys & Games department, reviewing market trends and top sellers on the platform is a valuable exercise. Keeping your finger on the pulse of the movers and shakers in your own products’ category can give you key insight into your market’s needs and wants, helping you fine tune your ideal consumer amidst the fast-paced changes we are all experiencing. 

As we close out 2021 and begin thinking through the strategies we will implement in 2022, ask yourself the following questions: 

  1. Does my product or brand see an increase in sales during Q4? If so, what is the best way to leverage this boost to improve overall brand performance?
  2. Are there any standout strategies that the top movers in my category are utilizing that I am not?
  3. Do the top categorical competitors have anything in common with my product line or brand? If so, how can I highlight these features or benefits to show differentiation or superiority?

At ZQUARED, we have a team of professionals dedicated to educating and guiding you through the most effective techniques to boost your sales and increase brand awareness on Amazon. Our wide range of skill sets and decades of cumulative experience allows us to leverage your brand’s strengths, positioning your products to take full advantage of the influx of traffic that the platform sees during the fourth quarter. We ensure your top features and benefits are highlighted, your listings are fully optimized, the most up to date SEO strategies are implemented, and advertising is running with the most current, effective practices. The end result is a professional, top-level Amazon strategy that is ready and able to take on the ever-increasing competition.

Interested in working with us? Let’s talk! Email or call 234-ZQUARED (978-2733). 

At ZQUARED, our team acts as your designated Amazon experts. We handle the entire selling process from start to finish. As a top 125 seller, we know how to provide your brand with the best resources for lasting success in a sea of competitors.