Wearables are the fastest growing Wireless category on Amazon.it

By: Gregorio Nastasi, Associate 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:

In this article, we analyse customer shopping behaviours from September 2020 to August 2021 within the Wireless vertical on Amazon.it. Using the Wearables category as a baseline (Wearables include smartwatches, fitness trackers and other wearable accessories), we analysed the year-over-year growth rate within the category to understand how Wearables compare to peer categories (Wireless Phones, Wireless Accessories, Wireless Bluetooth and Car Electronics).

Wearables are the fastest growing wireless category on Amazon.it

During the time of our analysis, the Wearables category had the highest sales growth rank within the Wireless vertical year-over-year. Although Wearables is a newer category and has less total sales year-over-year than the more established category types like Wireless Phones and Accessories, Wearables is experiencing 80-90% faster sales growth than other Wireless categories.

Wearables category performance from September 2020 to August 2021 on Amazon.it


Sales rank amongst Wireless categories


Sales growth rank amongst Wireless categories


Faster sales growth than other categories within the Wireless vertical

50% of Wearables customers also purchase products from other categories on Amazon.it

Customers shopping in the Wearables category show high purchase overlap in other categories on Amazon.it. Approximately 50% of new shoppers of Wearables also purchase products in other categories.

Wearables customers tend to enter the category during Black Friday/Cyber Monday

Our analysis finds that between 17% and 20% of Wireless Phones customers enter the category (make their first calendar-year purchase) in November and December, which is approximately 4X higher than any other point in the year, on average. With high seasonality being a trait of the category, advertisers should try to create ad campaigns that establish brand awareness during non-peak seasons, which can create a stronger performance in the peak purchasing season.

Percentage of customers that enter the wearables category in November and December