Top-selling products in the Amazon store in 2023


In this post, we’ll show you how to use Amazon tools to see what items are hot right now (plus how to find bestsellers any time of the year).

The holidays can be a time of dramatic sales trends. This season, we’re seeing some breakaway bestsellers in cosmetics, home goods, and other popular categories.

We put together this list of top-sellers from Black Friday and Cyber Monday, but first, we want to mention that you can find hot-ticket items anytime you want. If you sell in the Amazon store, tools like Product Opportunity Explorer can help you perform research and explore areas of potential profitability in any given timeframe. In this article, we’ll explain how to access the tool.

Here’s what we’ll cover:

Did you know?
Over 60% of sales in Amazon’s store are from independent sellers—most of which are small- and medium-sized businesses.
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Top-selling items from independent Amazon sellers: Black Friday and Cyber Monday 2023

The numbers are in—here’s a list of some of the top-selling items from independent sellers for Black Friday and Cyber Monday in 2023 based on units sold:

1. COSRX Snail Mucin 96% Power Repairing Essence

2. Hero Cosmetics Mighty Patch Original

3. essence Lash Princess False Lash Effect Mascara

4. COSRX Snail Mucin 92% Moisturizer

5. Mielle Rosemary Mint Growth Oil

6. Lumineux Teeth Whitening Strips

7. Chom Chom Roller Pet Hair Remover and Reusable Lint Roller

8. Beckham Hotel Collection Bed Pillows

9. Zulay Powerful Milk Frother

10. MEATER Plus: Long Range Wireless Smart Meat Thermometer

11. Sol De Janeiro Hair & Body Fragrance Mist

12. She’s Birdie Personal Safety Alarm

13. Taco Cat Goat Cheese Pizza

14. The Woobles Beginners Crochet Kit

This list is just a starting point—you can uncover popular products (or unmet demand) for niches within your product category of interest, or break into another category using Amazon’s Product Opportunity Explorer.

DIY: How to uncover top-selling items with Amazon’s Product Opportunity Explorer


What is Product Opportunity Explorer?

Product Opportunity Explorer is a tool Amazon sellers can use to supercharge product research, strategy, and inventory planning. It provides up-to-date data so you can see current trends in customer search patterns, product demand, and popular niches within product categories.

You can use POE to identify seasonal trends, unmet customer demand, and untapped niches, then make educated decisions about what products to sell within a given category.

Learn more about Product Opportunity Explorer

Here’s how to get started with POE to unlock seasonal trends and other insights:

  1. Log into your Amazon Seller Central account (Professional selling plan required to access POE)
  2. From the left-hand sidebar, select Growth, then Product Opportunity Explorer
  3. Browse niches by category or search niches

More product research tips: 7 tactics you can use to find bestsellers in any category

  1. Optimize sales in your category or niche. See the potential for product opportunities using the Niche Details tab in POE for a category, niche, or a specific product.
  2. See what’s out of stock. Check the Average Out of Stock Rate in POE to find opportunities to provide a steady stream of products in a category experiencing stockouts.
  3. Conduct search term analysis. Explore trending search recommendations and top search terms in POE to gain insights into how customers find products.
  4. Maximize seasonal success. Check out the graphs in POE to anticipate timeframes when a niche experiences high search volumes and generates significant sales. Use this intel to make informed decisions about advertising campaigns, bidding strategies, and inventory planning.
  5. Boost ad campaigns. Manage your advertising budget by targeting top search terms and allocating a higher percentage of your ad spend during peak sales periods.
  6. Manage inventory planning. Keep an eye on trends to anticipate peak inventory periods. Get the data you need to proactively adjust stock levels, avoid running out of popular products, and ensure seamless order fulfillment, even during the busiest times of the year.
  7. Optimize listings. Leverage POE’s Listing Quality Score feature in your niche to get ideas for optimizing detail pages to increase traffic and improve conversion rates.
Dive deep into profitable niches
In this training video from Seller University, learn how to use Product Opportunity Explorer: an Amazon ecommerce research tool that provides up-to-date data on trends in customer search patterns, product demand, and more.

Ready to discover opportunities for products that could be top sellers?

Once you’re all set with a Professional selling plan, log into your Seller Central account, navigate to Product Opportunity Explorer under the Growth tab, and try out some of the tips we’ve covered in this post. You can also learn more about how to use Best Seller Rank to gauge sales velocity and get product ideas, or unlock access to customer behavior insights with more data through Brand Analytics.

Check out Product Opportunity Explorer or sign up to sell in Amazon stores.

Pro Tip
Check out these ecommerce start guides
Whether you’re looking to start a new brand or increase ecommerce sales, here are some resources to help support your path to success.

Find profitable product ideas

Build an online store

Source products

Fulfill orders

Get product reviews

Daisy Quaker
Daisy Quaker
Daisy Quaker is a Sr. Marketing Manager at Amazon who’s driven by helping entrepreneurs and brands discover opportunities to reach more customers through Amazon stores. She also enjoys the outdoors, art museums, and good food.