Top Amazon Product Categories

Choosing the right product category on Amazon is a starting point of product sourcing. When it comes to maximizing sales on Amazon, the product category you choose plays a huge role. Some categories are more popular than others, attracting millions of buyers – but they also come with intense competition. 

While high-demand categories can mean more sales potential, breaking through in an oversaturated market can be tough. That’s why striking the right balance between popularity and competition is key to sustained success. 

In this post, we’ll explore the top-selling Amazon categories, what makes them profitable, and how to navigate their competitive landscape to boost your sales.

What Is Amazon Product Category?

Amazon product categories are a way to organize the vast selection of products sold on the Amazon marketplace (Amazon catalog). 

Just like a grocery store has different aisles for different products (produce, dairy, meat, etc.), Amazon uses categories to group similar items together. 

This makes it easier for shoppers to find what they're looking for and for sellers to list their products in the right place.

For example, if you're selling a new smartphone, you would select the "Cell Phones & Accessories" category within the larger "Electronics" category. This would help shoppers specifically looking for smartphones find your product.

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Using the correct product categories is important for both sellers and shoppers. For sellers, it can help to improve their product's visibility and search ranking. For shoppers, it can help them to find the products they're looking for more easily.

Amazon Categories List

There are more than 30 Amazon product categories, and each of them has dozens of subcategories. The categories and subcategories list range from broad categories like "Electronics" and "Clothing" to more specific subcategories like "Cell Phones & Accessories" and "Women's Dresses." 

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When a seller creates a listing for a product, they need to select the appropriate category from a hierarchical structure called the browse tree. This helps Amazon to ensure that products are placed in front of the right customers.

Amazon Category Requirements

Not all Amazon categories are open for immediate selling — some come with specific rules and restrictions. For example, Cell Phones & Accessories have strict selling guidelines to ensure product quality, brand authenticity, and customer safety. Amazon limits which phone models and accessories can be listed to prevent counterfeit or low-quality items from reaching buyers. Sellers must also follow import and export regulations to ensure that only genuine, high-quality products are sold.

Some categories, like Consumer Electronics or Collectible Books, also have condition guidelines, meaning sellers can only list products that meet specific quality standards.

Additionally, certain categories require Amazon’s approval before listing, often involving extra documentation or proof of authenticity. Understanding these requirements is crucial to avoiding listing issues and ensuring smooth sales.

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Amazon categories with specific requirements

Amazon has different types of restrictions across various product categories. Some categories have selling guidelines, others have condition guidelines, and some require Amazon's approval before selling. Below is a breakdown of these categories.

Categories with selling guidelines

These categories have specific rules sellers must follow regarding product quality, authenticity, and compliance.

• Cell Phones & Accessories
• Amazon Kindle
• Grocery & Gourmet Foods
• Industrial & Scientific
• Collectible Coins
• Entertainment Collectibles
• Music and DVD
• Sports Collectibles
• Video, DVD & Blu-ray
• Watches

Categories with condition guidelines

These categories allow different product conditions (e.g., new, used, collectible) but have strict standards for each.

• Collectible Books
• Consumer Electronics
• Collectible Coins
• Entertainment Collectibles

Categories requiring Amazon's approval

Selling in these categories requires approval from Amazon, often including additional documentation or proof of authenticity.

• Collectible Coins
• Entertainment Collectibles
• Fine Art
• Music and DVD
• Sports Collectibles
• Video, DVD & Blu-ray
• Watches.

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Amazon gated (restricted) and ungated categories

When selling on Amazon, categories are divided into gated (restricted) and ungated (open) categories. These classifications determine whether sellers need special approval before listing products.

Gated (restricted) categories

Gated categories require Amazon’s approval before sellers can list products. Amazon enforces these restrictions to maintain product quality, authenticity, and consumer safety. Approval may involve submitting invoices, proof of authenticity, or compliance with specific regulations.

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Some open categories may have gated subcategories and single products. You must check each subcategory and product for restrictions before you buy it to sell on Amazon, because Amazon will not let you list restricted products without approval. You will not be able to add your offer to the listing. 

Examples of gated categories

• Collectible Coins
• Entertainment Collectibles
• Fine Art
• Music and DVD
• Sports Collectibles
• Video, DVD & Blu-ray
• Watches.

Ungating

If you want to sell in a gated category, you must apply to sell a product when you add your offer in your Seller Central Account under Catalog > Add Products. After that, in many cases you may be requested to fill in a form, submit it, and you can sell a product. 

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However, in other cases you will need to submit invoices and other documents and wait to get approval. This means you need to buy a certain amount of products with no guarantee that you will be allowed to sell them. 

You must also remember that you may not be eligible to sell specific products on your seller account (your account does not qualify). This can happen because you are not eligible as a new seller or your selling performance is insufficient. 

Ungated (open) categories

Ungated categories do not require approval, meaning sellers can list products freely as long as they follow Amazon’s general selling policies. These categories are more accessible to new sellers and have lower barriers to entry.

Some ungated categories still have selling guidelines or condition restrictions to ensure product quality and compliance. For example, Cell Phones & Accessories and Grocery & Gourmet Foods have strict guidelines regarding product authenticity and safety.

Examples of ungated categories

• Books
• Home & Garden
• Office Products
• Tools & Home Improvement
• Toys & Games (some subcategories may require approval)
• Consumer Electronics (though certain products may need approval).

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How to Know If a Product Is Gated?

As we said, although a specific Amazon category can be ungated, single products in that category may require approval. Checking product restrictions on Amazon is time-intensive because Amazon constantly changes the lists of restricted products. 

However, you can simplify this process with product sourcing tools. If you want to check restrictions fast and reliably, the best option is Seller Assistant, a popular product sourcing software. It allows you to verify your selling eligibility and restrictions for single products and in bulk.

Note. Seller Assistant is all-in-one product-sourcing software offering 20+ tools that helps Amazon sellers quickly find profitable and low-risk deals. It provides you with effective solutions for bulk wholesale price list scanning and brand analysis alongside advanced product research extensions, tools, and features providing you with in-depth product research data.

It combines three extensions: Seller Assistant Browser Extension, and IP-Alert Chrome Extension by Seller Assistant, and VPN by Seller Assistant, Amazon seller tools: Price List Analyzer, Brand Analyzer, Seller Spy, Bulk Restrictions Checker, and API integrations, and features: Side Panel View,  Storefront Widget. Quick View, FBM&FBA Profit Calculator, Sales Estimator, Offers, Variation Viewer, Stock Checker, and offers secure and efficient solutions for teamwork.

Checking restrictions for single products

Seller Assistant’s Restriction Checker shows product restrictions with a red lock icon where you need to see them when doing product research:

• On the Amazon product pages

• On the Amazon search pages

• On your supplier websites side-by-side 

• And on your Amazon competitor storefronts.

Seller Assistant's Restriction Checker shows a red closed lock if a product is restricted or you can’t sell a product on your account, and a green open lock if you can sell it. If the lock is red, click it to check whether you can ungate the product. You will be redirected to Amazon. Enter ASIN number, select the “new” condition, and request approval.

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Side Panel View by Seller Assistant

Bulk Restriction Checker by Seller Assistant

Checking restrictions in bulk 

With Seller Assistant’s unique Bulk Restrictions Checker, you can check restrictions of 20,000 ASINs at a time, and add on, if needed. To do that, upload a list of ASINs to Bulk Restrictions Checker and download a report with the checkup results.

If you can sell a product on Amazon, it will be marked with the green open lock. If a product or brand is restricted, it will be marked with the red closed lock. If you can’t sell it on your Amazon seller account, it will be marked with the red closed lock with an exclamation mark.

What Are the Top-Selling Categories on Amazon?

Selling on Amazon is all about finding the right products in the right category. Some categories consistently perform better than others, attracting high demand and driving massive sales. 

However, with high demand often comes intense competition, making it crucial to strike a balance between popularity and profitability. Below, we’ll break down the top-selling categories on Amazon, their pros and cons, and list the best-selling products within each.

1. Home & Kitchen

• Why it sells

Home essentials are always in demand, from kitchen gadgets to home decor.

• Pros

High demand, a broad range of products, and frequent repeat purchases.

• Cons

Competitive market, price wars, price sensitivity – consumers in this category are often price-conscious, making it challenging to compete on price alone.

• Top-selling products
  
  • Air fryers
  • Kitchen storage containers
  • Bed sheets
  • Coffee makers
  • Robot vacuums

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2. Beauty & Personal Care

• Why it sells

Consumers are always looking for skincare, cosmetics, and personal hygiene products.

• Pros

Recurring purchases, loyal customer base, and strong brand opportunities.

• Cons

Strict regulations, the need for quality assurance, and the risk of counterfeit products.

• Top-selling products
  
  • Facial cleansing brushes
  • Vitamin C serums
  • Electric toothbrushes
  • Hair styling tools
  • Organic skincare sets

3. Clothing, Shoes & Jewelry

• Why it sells

Fashion is a fast-moving industry with constant trends driving sales.

• Pros

High volume of buyers, seasonal demand boosts, and large profit margins.

• Cons

High return rates, sizing issues, and brand dominance.

• Top-selling products
• Leggings
• Sneakers
• Smartwatches
• Designer handbags
• Hoodies.

4. Toys & Games

• Why it sells

Parents and gift-givers are always looking for new toys, especially during holidays.

• Pros

High seasonal demand, many trending products, and strong brand recognition.

• Cons

Inventory fluctuations, toy safety regulations, and short product lifespans.

• Top-selling products
  
  • Building block sets
  • Educational toys
  • Board games
  • Remote control cars
  • Plush toys.

5. Health & Household 

• Why it sells

Everyday necessities like vitamins, baby products, and cleaning supplies never go out of demand.

• Pros

Consistent demand, frequent repeat purchases, and a broad customer base.

• Cons

Regulatory challenges, potential supply chain issues, and high competition.

• Top-selling products
  
  • Multivitamins
  • Diapers
  • Disinfecting wipes
  • Protein powders
  • Essential oil diffusers.

6. Appliances

• Why it sells

From kitchen gadgets to smart home devices, appliances make life easier.

• Pros

High price points, technological advancements driving sales, and strong customer interest.

• Cons

Expensive upfront costs, potential shipping difficulties, and return concerns.

• Top-selling products
  
  • Air purifiers
  • Instant Pots
  • Espresso machines
  • Electric kettles
  • Ice makers

7. Automotive 

• Why it sells

Car owners are always in need of replacement parts and accessories.

• Pros

High-profit margins, stable demand, and a dedicated customer base.

• Cons

Some items require installation expertise, shipping can be expensive, and compatibility concerns exist.

• Top-selling products
  
  • Car phone mounts
  • LED headlights
  • Tire inflators
  • Seat covers
  • Car jump starters

8. Electronics

• Why it sells

Tech products, accessories, and gadgets are always in high demand.

• Pros

High-ticket items, strong brand recognition, and constant innovation.

• Cons

Rapid obsolescence, counterfeit concerns, and high competition.

• Top-selling products
  
  • Wireless earbuds
  • Bluetooth speakers
  • Smartwatches
  • Phone chargers
  • Streaming devices

9. Sports & Outdoors

• Why it sells

Fitness and outdoor activities are a growing trend, leading to increased demand for gear and equipment.

• Pros

Growing market, strong brand loyalty, and seasonal sales boosts.

• Cons

Seasonal fluctuations, storage concerns for large items, and counterfeit risks.

• Top-selling products
  
  • Resistance bands
  • Yoga mats
  • Camping tents
  • Water bottles
  • Exercise bikes

10. Pet Supplies

• Why it sells

Pet owners are always looking for food, toys, and care products for their furry friends.

• Pros

Repeat purchases, growing market, and dedicated customers.

• Cons

High competition, brand dominance, and storage challenges for bulky items.

• Top-selling products
  
  • Dog training pads
  • Cat trees
  • Automatic pet feeders
  • Pet grooming kits
  • Chew toys.

How to Find Best-Selling Products for Amazon?

When looking for deals to sell on Amazon, you must quickly identify how well a product sells to ensure that Amazon customers will buy it fast and you can make a profit. Seller Assistant helps speed up this process by analyzing both individual products and bulk product lists, providing you with all the necessary data in one place.

Below are three proven methods to identify popular products that sell well on Amazon.

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Method 1. Automated wholesale list scanning

What it is

Automated wholesale list scanning allows sellers to analyze bulk product lists from suppliers to find profitable items quickly. This method is ideal for wholesale and online arbitrage sellers managing large product catalogs.

What is achieved

The goal is to filter out high-margin, low-risk products from supplier catalogs, helping sellers save time and avoid costly inventory mistakes.

How it works

Use Seller Assistant's Price List Analyzer.

• Upload a supplier’s wholesale price list into the Price List Analyzer.
• The tool automatically matches products to Amazon listings.
• It calculates product performance metrics such as BSR, Drops, Top, estimated sales, profitability, and competition level. Filter products by desired metrics.
• It also flags potential issues like high competition, IP complaints, or product restrictions.

Who is it good for?

• Wholesale sellers needing to process large supplier catalogs.
• Online arbitrage sellers managing bulk product sourcing and scraping supplier data.

Method 2. Find deals with in-depth product research

What it is

This method involves manually researching individual products to analyze their sales performance, competition, and risks. It’s perfect for sellers who prefer a hands-on approach to sourcing.

What is achieved

The goal is to thoroughly vet each product before adding it to your inventory, ensuring it meets performance, sales and profit expectations.

How it works

• Search for products on Amazon Best Sellers, Amazon Movers & Shakers, Hot New Releases, Amazon Most Wished For, or in other places. 
• Use Seller Assistant Extension to analyze product performance in real-time on Amazon product pages or Side Panel View on the supplier websites. 

• View detailed data such as BSR, Drops, estimated sales, profitability, and risk warnings to make informed decisions.

Who is it good for?

• Online arbitrage sellers needing deep product analysis.
• Dropshippers manually sourcing products in online stores.

Method 3. Research your competitors to sell what they sell

What it is

This strategy involves analyzing competitor storefronts to discover high-demand, low-competition products they are successfully selling, and add the same to your own store. It’s an efficient way to identify profitable deals and avoid trial-and-error product selection.

What is achieved

The goal is to spot profitable competitor deals, analyze pricing strategies, and discover market gaps to optimize your own product selection.

How it works

Use Seller Assistant’s Storefront Widget.

• Visit a competitor’s storefront on Amazon.
• The Storefront Widget loads automatically, showing key storefront insights.
• View store summary statistics, including total product count, best-selling brands, ratings, and reviews.
• Analyze individual product performance with metrics like BSR, Drops, estimated sales, pricing, competition level, and restrictions.
• Sort and filter results by brand or category to focus on profitable niches.

Who is it good for?

• Online arbitrage sellers looking for high-demand, low-competition products.
• Wholesale sellers identifying best-selling brands and supplier opportunities.
• Dropshippers finding trending competitor products to list in their stores.

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FAQ

Which type of product is most selling on Amazon?

The type of product that sells the most on Amazon varies all the time. However, popular categories such as Beauty and Personal Care, Home and Kitchen, and Electronics tend to have high sales volume and demand.

What is the hardest part of selling on Amazon?

One of the most challenging aspects of selling on Amazon is conducting product research to identify profitable products to sell. However, this task is simplified with the right product research tools like Seller Assistant.

Which category is more profitable on Amazon?

The profitability of categories on Amazon can vary depending on various factors such as market trends, competition, and product selection. However, the most profitable merchants sell in Beauty and Personal Care and Home (30%) and Kitchen (30%) categories.

How many categories of products does Amazon sell?

Amazon offers millions of products across more than 30 different categories, including electronics, clothing, home and kitchen, beauty and personal care, books, and many more.

What is the most selling product category on Amazon?

Home & Kitchen consistently ranks as the best-selling category on Amazon due to high consumer demand for household essentials and decor. Other top-performing categories include Electronics, Beauty & Personal Care, and Health & Household.

What are the top shopping categories on Amazon?

The most popular shopping categories on Amazon include Home & Kitchen, Electronics, Beauty & Personal Care, Toys & Games, and Clothing, Shoes & Jewelry. These categories attract millions of buyers, offering strong sales potential but also high competition.

What to sell in 2025?

Trending products for 2025 will likely include smart home devices, sustainable and eco-friendly goods, and health-focused products such as fitness accessories and organic supplements. Product sourcing tools like Seller Assistant can help you identify the most popular and profitable products for your sales.

Final Thoughts

In conclusion, the top Amazon product categories offer great opportunities for sellers. From electronics and Beauty and Personal Care to Appliances, these categories come with high demand and a diverse range of profitable products.

When it comes to choosing products to sell, Seller Assistant is the best all-in-one product sourcing software offering all the features vital for product sourcing. It combines three extensions: Seller Assistant Extension, IP Alert, and VPN by Seller Assistant, tools: Price List Analyzer, Seller Spy, Bulk Restrictions Checker, and API integrations, and features: Side Panel View,  FBM&FBA Profit Calculator, Quick View, ASIN Grabber, UPC/EAN to ASIN converter, Stock Checker, and other features that help quickly find high-profit deals. Seller Assistant also offers integration with Zapier allowing to create custom product sourcing workflows.