Category insights: How PC shopping changed on Amazon in 2020

By: Rima Nakhala, Senior Analytics and Media Manager, and Ashton Brown, Technical Writer

Each year, Amazon researchers analyse customer shopping trends at the category level to discover actionable insights that advertisers can use to inform their marketing strategies.

Story highlights:

We analysed customer shopping behaviours between September 2020 and August 2021 within the Personal Computers vertical on Amazon.ae (United Arab Emirates or UAE). Using the Laptops category as a baseline, we looked at the year-over-year growth rate within the category as well as how Laptops compares to peer categories overall. We conclude with a few recommendations advertisers can follow to reach more customers.

1. Demand for Laptops continue to be significant and customers appetite for accessories increases

At the time of our analysis, Laptops still has the top sales rank within the Personal Computers category on Amazon.ae. While laptop sales remain high, they are only sixth in growth rank within the category, trailing behind peer categories like: Computer Monitors, PC Components, and Computing Storage.

UAE Laptop category performance from September 2020 to August 2021

#1

Sales rank amongst Personal Computers categories

#6

Sales growth rank amongst Personal Computers categories

40-50%

Slower sales growth than other categories within the Personal Computers vertical

2. An increased interest in PCs impacted shopping on Amazon

In the period studied, we found that customers were still shopping for laptops, since the keyword “laptops” remained the most popular keyword queried in the Personal Computers category in 2020 on Amazon.ae. That said, customers are now, specifically, browsing more year-over-year for products related to PC gaming and PC performance. Evidence of this shift can be seen in the increased queries for non-branded, performance-related keywords like: Graphics Processing Unit or “GPU”, Random Access Memory or “RAM” and “16 GB RAM”.

Conclusion and recommendations

As seen in our analysis, COVID-19 has impacted the way we live as well as the way we work, which has resulted in changes in how customers are shopping for products within the Personal Computers vertical. First, with more employees working remotely than ever before, more customers are purchasing products that make working at home easier. Second, our analysis shows that customers are now shopping (querying) for more products related to PC performance.

What does this mean for advertisers? In the near-term, it means that there are opportunities for advertisers to run campaigns both in the Laptops category and in growing peer categories like Computer Monitors and PC Components on Amazon.ae. Similarly, advertisers should also ensure that their sponsored ads cover top non-branded keywords like “laptop/gaming laptop” and top growing Amazon keyword queries like “GPU” and “RAM”. Using sponsored ads across top and growing non-branded keywords increases the reach of advertisements among relevant consumer groups.

In the long-term, we will continue analysing the Personal Computers vertical to see if the category growth rate of Computer Monitors and PC Components.