Photo by Samuel Holt
‘Tis the season for shopping and gift-giving! US online shoppers don’t only buy presents on Amazon, they’re making purchases on other platforms too.
One of the more popular platforms this year and holiday season is Etsy.
For those of you that have been hiding under a rock, Etsy is an online marketplace where independent makers, artists, and collectors can sell vintage, handmade, or custom-made jewelry, clothing, home décor, art, toys, and more. The popular marketplace made its first appearance online in 2005.
Etsy’s 2020 growth got our wheels turning. Exactly what are customers searching for on Etsy? How do Amazon and Etsy shopper searches compare?
Our data scientists rolled up their sleeves and did a little analysis on the search behavior on both platforms in early December. They started with the top Christmas-related keyword phrases on both Amazon and Etsy and found some important differences.
Finding #1: A keyword phrase that has really high search volume on Etsy may not be as popular on Amazon and vice versa.
|
Top Amazon Christmas Keywords |
Amazon Volume |
Etsy Volume |
|
christmas tree |
9,167,564 |
7,317 |
|
christmas lights |
4,739,198 |
3,148 |
|
christmas decorations |
4,442,221 |
1,028,563 |
|
harry potter advent calendar 2020 |
3,577,892 |
0 |
|
gifts for women |
3,569,455 |
128,839 |
|
christmas decorations clearance |
2,824,684 |
26 |
|
gifts for men |
2,816,616 |
336,477 |
|
christmas wrapping paper |
2,685,365 |
2,014 |
|
family christmas pjs matching sets |
2,612,653 |
15 |
|
Top Etsy Christmas Keywords |
Amazon Volume |
Etsy Volume |
|
christmas ornaments |
1,596,438 |
1,604,754 |
|
christmas stockings |
70,438 |
1,419,650 |
|
babys first christmas ornament |
31,579 |
1,141,484 |
|
christmas wreath |
55,381 |
1,092,127 |
|
christmas decorations |
4,442,221 |
1,028,563 |
|
nightmare before christmas |
1,549,862 |
996,871 |
|
christmas gifts |
107,724 |
910,645 |
|
christmas svg |
591 |
858,524 |
|
christmas |
708,806 |
819,163 |
Only one of the top Christmas keyword phrases overlaps between both marketplaces: “christmas decorations.”
Finding #2: Etsy keywords describe unique features customers are looking for in a product.
“It is interesting to note that in Etsy’s third-quarter over 10% of their revenue were masks - mostly from small manufacturers with a wide array of mask themes.”
- FORBES
We decided to take a closer look at how customers are searching for face masks on both platforms.
|
Top Amazon Face Mask Keywords |
Amazon Volume |
Etsy Volume |
|
face mask |
8,350,628 |
580,888 |
|
kids face mask |
3,346,922 |
104,099 |
|
masks for coronavirus protection |
2,749,726 |
0 |
|
face shield |
2,567,507 |
447,573 |
|
disposable face masks |
2,337,186 |
943 |
|
face masks washable |
2,313,828 |
890 |
|
kn95 face mask |
2,140,217 |
0 |
|
Top Etsy Face Mask Keywords |
Amazon Volume |
Etsy Volume |
|
face mask with nose wire |
98,438 |
1,058,156 |
|
christmas mask |
14,036 |
747,333 |
|
mask with nose wire |
9,448 |
671,007 |
|
face mask |
8,350,628 |
580,888 |
|
black face mask |
1,255,011 |
528,261 |
|
washable mask |
2,353 |
490,914 |
|
holiday face mask |
147,835 |
416,005 |
Again, with the exception of the keyword phrase “face mask," the top face mask-related keywords are quite different.
On Amazon, shoppers are searching for function-specific masks for defined audiences (for kids, disposable, kn95, for coronavirus protection).
On Etsy, the top searches are more design/appearance specific and indicate particular mask features (with nose wire, Christmas, holiday, black). This observation isn’t too surprising considering Etsy says it is “the global marketplace for unique and creative goods.”
Photo by Bára Buri
An interesting comparison, though, is the Amazon keyword phrase “face mask washable” and the Etsy keyword phrase “washable mask”. Both keywords describe a face mask that can be washed, but phrases are ordered differently based on the priority of what the customer is looking to buy on a particular platform.
On Amazon, the priority is a face mask that is secondarily washable. On Etsy, the search is specifically for a washable mask.
Take a look at the top 100 keywords on each marketplace to see the variations in Amazon and Etsy shopper searches:
The keywords you use in your Etsy and Amazon listings should reflect the differences in user expectations based on the platform you are selling on.
At MerchantWords we’re dedicated to you and your business. We’ve been collecting and analyzing Amazon keywords since 2012. We realize not all keywords are alike, so we’re taking our data collection expertise and building a new tool for entrepreneurs to expand their reach on Etsy. MakerWords, a new keyword tool for Etsy sellers is launching in 2021.
SIGN UP NOW! Be the first to know about the launch and get a chance to beta test the tool for free!
Tell us your thoughts