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Sell on Amazon Australia
Which product categories sell best on Amazon Australia?
Which product categories sell best on Amazon Australia?
Which product categories sell best on Amazon Australia?
TL;DR
Choosing the right product category is crucial for success on Amazon AU due to the smaller, more competitive market.
Categories like Kitchen Appliances, Clothing, Electronics, Health & Wellness, and Beauty are top performers in 2025.
Emerging categories to watch include eco-friendly products, NDIS-aligned health tools, and Aussie-made goods, reflecting shifting consumer preferences.
Local sourcing offers advantages like reduced shipping costs and faster delivery, while fewer competitors in AU compared to the US provide an edge.
Avoid mistakes such as following US trends blindly, ignoring AU-specific regulations, or overlooking local consumer preferences.
Struggling to pick the right product for Amazon Australia?
Many sellers jump in with high hopes only to realise their chosen category is too slow, too competitive, or just not suited for Aussie buyers.
Choosing the right product category can make or break your success while selling on Amazon Australia. With fewer daily shoppers than Amazon USA and a smaller market overall, the margin for error is tight. Many new sellers dive in based on US trends, only to find that those products don’t perform the same way with Aussie buyers.
In 2025, smart category selection matters more than ever. Some categories are booming on Amazon AU, not just because they are in demand, but because they offer space for new brands to grow. With less saturation than in the US and unique local shopping habits, picking the right niche gives you a real edge.
This blog will help you discover top-performing and emerging categories, avoid common mistakes, and choose with clarity.
Why does product category selection matter?
Choosing the right product category is crucial for success on Amazon. The category you select affects everything from competition levels to marketing strategies. A well-chosen category allows you to focus on a niche with high demand and low competition, increasing your chances of standing out and improving your Amazon product ranking.
It also ensures your product meets specific customer needs, making it easier to build a loyal customer base. Additionally, category selection influences your product's visibility in Amazon's search results, impacting its overall discoverability.
By understanding trends and buyer behavior within the category, you can align your products with what customers are actively seeking. Selecting the right category not only improves your chances of success but also helps streamline your strategy, ultimately driving more sales and profitability.
At eStore Factory, an Amazon marketing company in Sydney, we know how crucial it is to make the right category choice. With over 500 products researched monthly and a track record of 95% accuracy in revenue estimates, we empower AU sellers with data-driven insights that simplify their decision-making process.
Based on our extensive research, the following categories are top picks for Australian sellers. We’re discussing product categories to help you find the right fit for your products, maximize demand, and improve your chances of success on Amazon Australia.
Top-selling categories on Amazon Australia (2025 update)
#1 Kitchen and home appliances
One of the top-selling categories on Amazon Australia in 2025 is kitchen and home appliances. As more Australians embrace convenience and efficiency in their daily lives, the demand for high-quality, innovative kitchen products continues to rise.
From coffee machines and blenders to air fryers and robotic vacuums, these appliances not only enhance the cooking experience but also make home management easier. With growing interest in smart home solutions, products that combine technology with functionality are becoming especially popular.
This category offers great potential for sellers who can deliver products that cater to Australian consumers' need for both value and performance. Capitalising on these trends can lead to strong sales and long-term success.
#2 Clothing, Shoes & Accessories
The Clothing, Shoes & Accessories category continues to thrive on Amazon Australia, making it one of the top-selling categories in 2025. Australians have shown a growing preference for stylish, comfortable, and affordable fashion, which has driven this category’s success.
From everyday wear to special occasions, the demand for versatile and quality clothing remains strong. This category offers great opportunities for sellers to tap into a wide variety of niches, including activewear, casual wear, and accessories.
By understanding local fashion trends and consumer preferences, sellers getting started on Amazon can offer products that resonate with Australian shoppers, ultimately driving sales and increasing brand visibility on Amazon Australia.
#3 Electronics
The electronics category continues to be one of the top-selling sectors on Amazon Australia. As technology evolves, consumers are increasingly looking for the latest gadgets and devices to enhance their daily lives.
From smartphones and laptops to smart home devices and wearables, the demand for innovative and high-quality electronics remains strong. For sellers, this category offers a wealth of opportunities. High consumer interest in tech products means that well-targeted listings with competitive pricing and quality features can attract significant attention.
As the electronics market grows, it's essential to stay updated on new trends and adjust your inventory accordingly. With the right product selection and marketing strategy, selling products on Amazon Australia becomes a way to tap into this dynamic and profitable category.
#4 Health and wellness products
Health and wellness products continue to dominate the Australian market in 2025. As consumers become more health-conscious, the demand for products that support physical and mental well-being is soaring.
From supplements and fitness equipment to organic skincare and mental health tools, the category is diverse and growing. This trend is driven by Australians’ increasing focus on self-care and prevention. With the rise of at-home fitness and natural health products, brands offering quality, reliable, and innovative solutions are gaining traction.
For AU sellers, this presents a lucrative opportunity. By focusing on health and wellness, you can tap into a high-demand market that values quality and effectiveness. Tailoring products to this growing interest can lead to sustained success.
#5 Beauty and personal care
Beauty and personal care continue to be one of the top-selling categories on Amazon Australia in 2025. With an increasing focus on self-care, Australian consumers are more engaged than ever in skincare, haircare, and wellness products.
This category is driven by trends in natural and organic products, as well as advancements in anti-aging and grooming essentials. For AU sellers, the beauty and personal care market offers substantial growth opportunities. Understanding consumer preferences, like the demand for cruelty-free and sustainable products, can help you tap into this lucrative market.
To succeed, ensure your products stand out by focusing on quality, branding, and offering value to the growing number of health-conscious shoppers.
#6 Books
Books remain one of the top-selling categories on Amazon Australia in 2025. Australians continue to have a strong appetite for books, whether it’s for personal enjoyment, learning, or professional development.
With the growing demand for e-books and audiobooks, this category offers a mix of digital and physical products that appeal to a wide range of readers. From fiction and non-fiction to educational materials, self-help, and children’s books, the diversity in this category makes it a great option for sellers looking to tap into a consistent and loyal customer base.
For new AU sellers, books offer an accessible entry point, with low barriers to entry and a large market segment eager for new content.
#7 Toys and games
The Toys and Games category remains one of the top-performing categories on Amazon Australia in 2025. With a growing interest from parents and gift-givers, this category offers products that cater to various age groups and preferences. Popular items include educational toys, action figures, and board games, reflecting a shift towards more interactive and creative play.
The demand in this category continues to grow as Australians seek high-quality, engaging products for children. Sellers can capitalize on trends by offering unique and innovative toys that focus on learning, development, and entertainment.
The Toys and Games category presents a promising opportunity for sellers looking to meet the needs of both parents and gift-buyers in Australia.
Emerging categories to watch in 2025
As the Australian e-commerce market continues to evolve, emerging product categories are presenting new opportunities for sellers to tap into. Consumer behavior trends, fueled by a growing focus on sustainability, health, and local pride, are shaping the future of online retail in Australia.
Eco-friendly products are gaining significant traction as Australians become more conscious of their environmental impact. In fact, a 2024 Nielsen report highlighted that 75% of Australian consumers are willing to pay more for sustainable products. Sellers offering eco-friendly alternatives in categories like home goods, beauty, and food packaging are positioned to meet this growing demand.
NDIS-aligned health tools are also seeing a surge in demand. With the National Disability Insurance Scheme (NDIS) expanding, there is an increasing need for products that support individuals with disabilities. Tools and equipment tailored for mobility, health, and daily living are becoming essential for many Australian households.
Rising preference for Aussie-made goods. Australian consumers increasingly value local manufacturing, with 71% of shoppers preferring Australian-made products, according to a 2023 survey by Roy Morgan. Sellers who offer locally made products can tap into this trend and gain the trust of Australian buyers and ultimately improve their Amazon search optimization.
By focusing on these emerging categories, Amazon sellers can stay ahead of the curve, tapping into niches that align with the evolving values and needs of Australian consumers.
What makes a category “high-opportunity” on Amazon AU?
Selecting a high-opportunity category is key to standing out and achieving success on Amazon Australia. These categories provide the perfect balance of demand, lower competition, and room for growth, making them ideal for new sellers looking to carve out a niche.
1. Local sourcing advantages
One of the biggest benefits of selling on Amazon AU is the opportunity to source products locally. Australian consumers are increasingly favoring locally made products, and this trend offers sellers a competitive edge.
By sourcing within the country, you can avoid high international shipping fees, reduce lead times, and appeal to customers who prefer to support Australian businesses. Local sourcing also aligns with growing sustainability trends, as many Australian buyers are drawn to eco-friendly and ethically sourced products.
2. Fewer competitors vs. Amazon US
Compared to Amazon’s US marketplace, Amazon AU offers fewer competitors in certain categories, allowing new sellers to gain traction more easily. While the US marketplace is saturated with sellers in high-demand categories, Australia’s smaller but steadily growing e-commerce market provides an opportunity for sellers to enter niches with relatively low competition.
This means you can focus on establishing a strong presence before other sellers flood the market.
3. Room for brand building
High-opportunity categories also provide ample room for brand building. In Australia, consumers are more likely to engage with brands they trust, especially when local values such as quality and sustainability are highlighted.
By offering products that meet specific needs while building a unique brand identity, sellers can foster customer loyalty and stand out in a less crowded space. This can lead to long-term growth, with repeat customers and positive word-of-mouth driving success.
By focusing on these high-opportunity categories, Amazon sellers can tap into under-served niches, differentiate themselves from competitors, and build strong, sustainable brands in the Australian market.
Mistakes to avoid when picking your category
Following US trends blindly.
Ignoring AU-specific regulations.
Not checking FBA eligibility.
Overlooking local consumer preferences.
Choosing overly saturated categories.
Failing to research competitor strategies.
How eStore Factory helps you identify winning categories
Choosing the right product category on Amazon Australia requires a clear, data-driven approach. We guide you through each step to ensure your decisions are well-informed and aligned with market realities.
Step 1: Identifying profitable product opportunities
We start by analyzing thousands of products to find those with consistent demand, low to moderate competition, and long-term growth potential. This allows you to focus on categories that offer realistic profitability within the Amazon Australia marketplace.
Step 2: Competitor and market analysis
Next, we assess your competition. By studying pricing, review volumes, sales velocity, and customer behavior, we help you understand where genuine opportunities exist and where competition may be too saturated nso you can enter the right niche with confidence.
Step 3: Reliable revenue and price forecasting
Using historical data and pricing trends, we forecast potential revenue and pricing scenarios. This gives you a clear picture of what to expect before you invest, helping you plan more accurately and reduce unnecessary risks.
Step 4: Market trends and seasonal insights
We incorporate current market movements and seasonal demand patterns to ensure you stay relevant throughout the year, not just during short-term spikes.
Step 5: Custom product recommendations
Finally, we provide product recommendations that are fully customized to your business goals, resources, and long-term strategy.
By partnering with a leading Amazon agency in Australia, you gain access to a proven process that simplifies category selection.
With expert data analysis, market insights, and tailored recommendations, you can confidently select product categories that align with market demand and support your long-term business growth on Amazon Australia.
Final words
Finding the right product category is one of the biggest factors in your Amazon Australia success. With fewer buyers but also less competition than in the US, careful planning can give you a real advantage.
Understanding what local customers want, following market trends, and avoiding common mistakes can help you build a stronger business from the start. Working with an experienced Amazon consultant gives you access to the right data, insights, and guidance to make smarter decisions.
Instead of guessing, you can approach category selection with clarity and confidence, setting yourself up for long-term growth on Amazon Australia.
TL;DR
Choosing the right product category is crucial for success on Amazon AU due to the smaller, more competitive market.
Categories like Kitchen Appliances, Clothing, Electronics, Health & Wellness, and Beauty are top performers in 2025.
Emerging categories to watch include eco-friendly products, NDIS-aligned health tools, and Aussie-made goods, reflecting shifting consumer preferences.
Local sourcing offers advantages like reduced shipping costs and faster delivery, while fewer competitors in AU compared to the US provide an edge.
Avoid mistakes such as following US trends blindly, ignoring AU-specific regulations, or overlooking local consumer preferences.
Struggling to pick the right product for Amazon Australia?
Many sellers jump in with high hopes only to realise their chosen category is too slow, too competitive, or just not suited for Aussie buyers.
Choosing the right product category can make or break your success while selling on Amazon Australia. With fewer daily shoppers than Amazon USA and a smaller market overall, the margin for error is tight. Many new sellers dive in based on US trends, only to find that those products don’t perform the same way with Aussie buyers.
In 2025, smart category selection matters more than ever. Some categories are booming on Amazon AU, not just because they are in demand, but because they offer space for new brands to grow. With less saturation than in the US and unique local shopping habits, picking the right niche gives you a real edge.
This blog will help you discover top-performing and emerging categories, avoid common mistakes, and choose with clarity.
Why does product category selection matter?
Choosing the right product category is crucial for success on Amazon. The category you select affects everything from competition levels to marketing strategies. A well-chosen category allows you to focus on a niche with high demand and low competition, increasing your chances of standing out and improving your Amazon product ranking.
It also ensures your product meets specific customer needs, making it easier to build a loyal customer base. Additionally, category selection influences your product's visibility in Amazon's search results, impacting its overall discoverability.
By understanding trends and buyer behavior within the category, you can align your products with what customers are actively seeking. Selecting the right category not only improves your chances of success but also helps streamline your strategy, ultimately driving more sales and profitability.
At eStore Factory, an Amazon marketing company in Sydney, we know how crucial it is to make the right category choice. With over 500 products researched monthly and a track record of 95% accuracy in revenue estimates, we empower AU sellers with data-driven insights that simplify their decision-making process.
Based on our extensive research, the following categories are top picks for Australian sellers. We’re discussing product categories to help you find the right fit for your products, maximize demand, and improve your chances of success on Amazon Australia.
Top-selling categories on Amazon Australia (2025 update)
#1 Kitchen and home appliances
One of the top-selling categories on Amazon Australia in 2025 is kitchen and home appliances. As more Australians embrace convenience and efficiency in their daily lives, the demand for high-quality, innovative kitchen products continues to rise.
From coffee machines and blenders to air fryers and robotic vacuums, these appliances not only enhance the cooking experience but also make home management easier. With growing interest in smart home solutions, products that combine technology with functionality are becoming especially popular.
This category offers great potential for sellers who can deliver products that cater to Australian consumers' need for both value and performance. Capitalising on these trends can lead to strong sales and long-term success.
#2 Clothing, Shoes & Accessories
The Clothing, Shoes & Accessories category continues to thrive on Amazon Australia, making it one of the top-selling categories in 2025. Australians have shown a growing preference for stylish, comfortable, and affordable fashion, which has driven this category’s success.
From everyday wear to special occasions, the demand for versatile and quality clothing remains strong. This category offers great opportunities for sellers to tap into a wide variety of niches, including activewear, casual wear, and accessories.
By understanding local fashion trends and consumer preferences, sellers getting started on Amazon can offer products that resonate with Australian shoppers, ultimately driving sales and increasing brand visibility on Amazon Australia.
#3 Electronics
The electronics category continues to be one of the top-selling sectors on Amazon Australia. As technology evolves, consumers are increasingly looking for the latest gadgets and devices to enhance their daily lives.
From smartphones and laptops to smart home devices and wearables, the demand for innovative and high-quality electronics remains strong. For sellers, this category offers a wealth of opportunities. High consumer interest in tech products means that well-targeted listings with competitive pricing and quality features can attract significant attention.
As the electronics market grows, it's essential to stay updated on new trends and adjust your inventory accordingly. With the right product selection and marketing strategy, selling products on Amazon Australia becomes a way to tap into this dynamic and profitable category.
#4 Health and wellness products
Health and wellness products continue to dominate the Australian market in 2025. As consumers become more health-conscious, the demand for products that support physical and mental well-being is soaring.
From supplements and fitness equipment to organic skincare and mental health tools, the category is diverse and growing. This trend is driven by Australians’ increasing focus on self-care and prevention. With the rise of at-home fitness and natural health products, brands offering quality, reliable, and innovative solutions are gaining traction.
For AU sellers, this presents a lucrative opportunity. By focusing on health and wellness, you can tap into a high-demand market that values quality and effectiveness. Tailoring products to this growing interest can lead to sustained success.
#5 Beauty and personal care
Beauty and personal care continue to be one of the top-selling categories on Amazon Australia in 2025. With an increasing focus on self-care, Australian consumers are more engaged than ever in skincare, haircare, and wellness products.
This category is driven by trends in natural and organic products, as well as advancements in anti-aging and grooming essentials. For AU sellers, the beauty and personal care market offers substantial growth opportunities. Understanding consumer preferences, like the demand for cruelty-free and sustainable products, can help you tap into this lucrative market.
To succeed, ensure your products stand out by focusing on quality, branding, and offering value to the growing number of health-conscious shoppers.
#6 Books
Books remain one of the top-selling categories on Amazon Australia in 2025. Australians continue to have a strong appetite for books, whether it’s for personal enjoyment, learning, or professional development.
With the growing demand for e-books and audiobooks, this category offers a mix of digital and physical products that appeal to a wide range of readers. From fiction and non-fiction to educational materials, self-help, and children’s books, the diversity in this category makes it a great option for sellers looking to tap into a consistent and loyal customer base.
For new AU sellers, books offer an accessible entry point, with low barriers to entry and a large market segment eager for new content.
#7 Toys and games
The Toys and Games category remains one of the top-performing categories on Amazon Australia in 2025. With a growing interest from parents and gift-givers, this category offers products that cater to various age groups and preferences. Popular items include educational toys, action figures, and board games, reflecting a shift towards more interactive and creative play.
The demand in this category continues to grow as Australians seek high-quality, engaging products for children. Sellers can capitalize on trends by offering unique and innovative toys that focus on learning, development, and entertainment.
The Toys and Games category presents a promising opportunity for sellers looking to meet the needs of both parents and gift-buyers in Australia.
Emerging categories to watch in 2025
As the Australian e-commerce market continues to evolve, emerging product categories are presenting new opportunities for sellers to tap into. Consumer behavior trends, fueled by a growing focus on sustainability, health, and local pride, are shaping the future of online retail in Australia.
Eco-friendly products are gaining significant traction as Australians become more conscious of their environmental impact. In fact, a 2024 Nielsen report highlighted that 75% of Australian consumers are willing to pay more for sustainable products. Sellers offering eco-friendly alternatives in categories like home goods, beauty, and food packaging are positioned to meet this growing demand.
NDIS-aligned health tools are also seeing a surge in demand. With the National Disability Insurance Scheme (NDIS) expanding, there is an increasing need for products that support individuals with disabilities. Tools and equipment tailored for mobility, health, and daily living are becoming essential for many Australian households.
Rising preference for Aussie-made goods. Australian consumers increasingly value local manufacturing, with 71% of shoppers preferring Australian-made products, according to a 2023 survey by Roy Morgan. Sellers who offer locally made products can tap into this trend and gain the trust of Australian buyers and ultimately improve their Amazon search optimization.
By focusing on these emerging categories, Amazon sellers can stay ahead of the curve, tapping into niches that align with the evolving values and needs of Australian consumers.
What makes a category “high-opportunity” on Amazon AU?
Selecting a high-opportunity category is key to standing out and achieving success on Amazon Australia. These categories provide the perfect balance of demand, lower competition, and room for growth, making them ideal for new sellers looking to carve out a niche.
1. Local sourcing advantages
One of the biggest benefits of selling on Amazon AU is the opportunity to source products locally. Australian consumers are increasingly favoring locally made products, and this trend offers sellers a competitive edge.
By sourcing within the country, you can avoid high international shipping fees, reduce lead times, and appeal to customers who prefer to support Australian businesses. Local sourcing also aligns with growing sustainability trends, as many Australian buyers are drawn to eco-friendly and ethically sourced products.
2. Fewer competitors vs. Amazon US
Compared to Amazon’s US marketplace, Amazon AU offers fewer competitors in certain categories, allowing new sellers to gain traction more easily. While the US marketplace is saturated with sellers in high-demand categories, Australia’s smaller but steadily growing e-commerce market provides an opportunity for sellers to enter niches with relatively low competition.
This means you can focus on establishing a strong presence before other sellers flood the market.
3. Room for brand building
High-opportunity categories also provide ample room for brand building. In Australia, consumers are more likely to engage with brands they trust, especially when local values such as quality and sustainability are highlighted.
By offering products that meet specific needs while building a unique brand identity, sellers can foster customer loyalty and stand out in a less crowded space. This can lead to long-term growth, with repeat customers and positive word-of-mouth driving success.
By focusing on these high-opportunity categories, Amazon sellers can tap into under-served niches, differentiate themselves from competitors, and build strong, sustainable brands in the Australian market.
Mistakes to avoid when picking your category
Following US trends blindly.
Ignoring AU-specific regulations.
Not checking FBA eligibility.
Overlooking local consumer preferences.
Choosing overly saturated categories.
Failing to research competitor strategies.
How eStore Factory helps you identify winning categories
Choosing the right product category on Amazon Australia requires a clear, data-driven approach. We guide you through each step to ensure your decisions are well-informed and aligned with market realities.
Step 1: Identifying profitable product opportunities
We start by analyzing thousands of products to find those with consistent demand, low to moderate competition, and long-term growth potential. This allows you to focus on categories that offer realistic profitability within the Amazon Australia marketplace.
Step 2: Competitor and market analysis
Next, we assess your competition. By studying pricing, review volumes, sales velocity, and customer behavior, we help you understand where genuine opportunities exist and where competition may be too saturated nso you can enter the right niche with confidence.
Step 3: Reliable revenue and price forecasting
Using historical data and pricing trends, we forecast potential revenue and pricing scenarios. This gives you a clear picture of what to expect before you invest, helping you plan more accurately and reduce unnecessary risks.
Step 4: Market trends and seasonal insights
We incorporate current market movements and seasonal demand patterns to ensure you stay relevant throughout the year, not just during short-term spikes.
Step 5: Custom product recommendations
Finally, we provide product recommendations that are fully customized to your business goals, resources, and long-term strategy.
By partnering with a leading Amazon agency in Australia, you gain access to a proven process that simplifies category selection.
With expert data analysis, market insights, and tailored recommendations, you can confidently select product categories that align with market demand and support your long-term business growth on Amazon Australia.
Final words
Finding the right product category is one of the biggest factors in your Amazon Australia success. With fewer buyers but also less competition than in the US, careful planning can give you a real advantage.
Understanding what local customers want, following market trends, and avoiding common mistakes can help you build a stronger business from the start. Working with an experienced Amazon consultant gives you access to the right data, insights, and guidance to make smarter decisions.
Instead of guessing, you can approach category selection with clarity and confidence, setting yourself up for long-term growth on Amazon Australia.
TL;DR
Choosing the right product category is crucial for success on Amazon AU due to the smaller, more competitive market.
Categories like Kitchen Appliances, Clothing, Electronics, Health & Wellness, and Beauty are top performers in 2025.
Emerging categories to watch include eco-friendly products, NDIS-aligned health tools, and Aussie-made goods, reflecting shifting consumer preferences.
Local sourcing offers advantages like reduced shipping costs and faster delivery, while fewer competitors in AU compared to the US provide an edge.
Avoid mistakes such as following US trends blindly, ignoring AU-specific regulations, or overlooking local consumer preferences.
Struggling to pick the right product for Amazon Australia?
Many sellers jump in with high hopes only to realise their chosen category is too slow, too competitive, or just not suited for Aussie buyers.
Choosing the right product category can make or break your success while selling on Amazon Australia. With fewer daily shoppers than Amazon USA and a smaller market overall, the margin for error is tight. Many new sellers dive in based on US trends, only to find that those products don’t perform the same way with Aussie buyers.
In 2025, smart category selection matters more than ever. Some categories are booming on Amazon AU, not just because they are in demand, but because they offer space for new brands to grow. With less saturation than in the US and unique local shopping habits, picking the right niche gives you a real edge.
This blog will help you discover top-performing and emerging categories, avoid common mistakes, and choose with clarity.
Why does product category selection matter?
Choosing the right product category is crucial for success on Amazon. The category you select affects everything from competition levels to marketing strategies. A well-chosen category allows you to focus on a niche with high demand and low competition, increasing your chances of standing out and improving your Amazon product ranking.
It also ensures your product meets specific customer needs, making it easier to build a loyal customer base. Additionally, category selection influences your product's visibility in Amazon's search results, impacting its overall discoverability.
By understanding trends and buyer behavior within the category, you can align your products with what customers are actively seeking. Selecting the right category not only improves your chances of success but also helps streamline your strategy, ultimately driving more sales and profitability.
At eStore Factory, an Amazon marketing company in Sydney, we know how crucial it is to make the right category choice. With over 500 products researched monthly and a track record of 95% accuracy in revenue estimates, we empower AU sellers with data-driven insights that simplify their decision-making process.
Based on our extensive research, the following categories are top picks for Australian sellers. We’re discussing product categories to help you find the right fit for your products, maximize demand, and improve your chances of success on Amazon Australia.
Top-selling categories on Amazon Australia (2025 update)
#1 Kitchen and home appliances
One of the top-selling categories on Amazon Australia in 2025 is kitchen and home appliances. As more Australians embrace convenience and efficiency in their daily lives, the demand for high-quality, innovative kitchen products continues to rise.
From coffee machines and blenders to air fryers and robotic vacuums, these appliances not only enhance the cooking experience but also make home management easier. With growing interest in smart home solutions, products that combine technology with functionality are becoming especially popular.
This category offers great potential for sellers who can deliver products that cater to Australian consumers' need for both value and performance. Capitalising on these trends can lead to strong sales and long-term success.
#2 Clothing, Shoes & Accessories
The Clothing, Shoes & Accessories category continues to thrive on Amazon Australia, making it one of the top-selling categories in 2025. Australians have shown a growing preference for stylish, comfortable, and affordable fashion, which has driven this category’s success.
From everyday wear to special occasions, the demand for versatile and quality clothing remains strong. This category offers great opportunities for sellers to tap into a wide variety of niches, including activewear, casual wear, and accessories.
By understanding local fashion trends and consumer preferences, sellers getting started on Amazon can offer products that resonate with Australian shoppers, ultimately driving sales and increasing brand visibility on Amazon Australia.
#3 Electronics
The electronics category continues to be one of the top-selling sectors on Amazon Australia. As technology evolves, consumers are increasingly looking for the latest gadgets and devices to enhance their daily lives.
From smartphones and laptops to smart home devices and wearables, the demand for innovative and high-quality electronics remains strong. For sellers, this category offers a wealth of opportunities. High consumer interest in tech products means that well-targeted listings with competitive pricing and quality features can attract significant attention.
As the electronics market grows, it's essential to stay updated on new trends and adjust your inventory accordingly. With the right product selection and marketing strategy, selling products on Amazon Australia becomes a way to tap into this dynamic and profitable category.
#4 Health and wellness products
Health and wellness products continue to dominate the Australian market in 2025. As consumers become more health-conscious, the demand for products that support physical and mental well-being is soaring.
From supplements and fitness equipment to organic skincare and mental health tools, the category is diverse and growing. This trend is driven by Australians’ increasing focus on self-care and prevention. With the rise of at-home fitness and natural health products, brands offering quality, reliable, and innovative solutions are gaining traction.
For AU sellers, this presents a lucrative opportunity. By focusing on health and wellness, you can tap into a high-demand market that values quality and effectiveness. Tailoring products to this growing interest can lead to sustained success.
#5 Beauty and personal care
Beauty and personal care continue to be one of the top-selling categories on Amazon Australia in 2025. With an increasing focus on self-care, Australian consumers are more engaged than ever in skincare, haircare, and wellness products.
This category is driven by trends in natural and organic products, as well as advancements in anti-aging and grooming essentials. For AU sellers, the beauty and personal care market offers substantial growth opportunities. Understanding consumer preferences, like the demand for cruelty-free and sustainable products, can help you tap into this lucrative market.
To succeed, ensure your products stand out by focusing on quality, branding, and offering value to the growing number of health-conscious shoppers.
#6 Books
Books remain one of the top-selling categories on Amazon Australia in 2025. Australians continue to have a strong appetite for books, whether it’s for personal enjoyment, learning, or professional development.
With the growing demand for e-books and audiobooks, this category offers a mix of digital and physical products that appeal to a wide range of readers. From fiction and non-fiction to educational materials, self-help, and children’s books, the diversity in this category makes it a great option for sellers looking to tap into a consistent and loyal customer base.
For new AU sellers, books offer an accessible entry point, with low barriers to entry and a large market segment eager for new content.
#7 Toys and games
The Toys and Games category remains one of the top-performing categories on Amazon Australia in 2025. With a growing interest from parents and gift-givers, this category offers products that cater to various age groups and preferences. Popular items include educational toys, action figures, and board games, reflecting a shift towards more interactive and creative play.
The demand in this category continues to grow as Australians seek high-quality, engaging products for children. Sellers can capitalize on trends by offering unique and innovative toys that focus on learning, development, and entertainment.
The Toys and Games category presents a promising opportunity for sellers looking to meet the needs of both parents and gift-buyers in Australia.
Emerging categories to watch in 2025
As the Australian e-commerce market continues to evolve, emerging product categories are presenting new opportunities for sellers to tap into. Consumer behavior trends, fueled by a growing focus on sustainability, health, and local pride, are shaping the future of online retail in Australia.
Eco-friendly products are gaining significant traction as Australians become more conscious of their environmental impact. In fact, a 2024 Nielsen report highlighted that 75% of Australian consumers are willing to pay more for sustainable products. Sellers offering eco-friendly alternatives in categories like home goods, beauty, and food packaging are positioned to meet this growing demand.
NDIS-aligned health tools are also seeing a surge in demand. With the National Disability Insurance Scheme (NDIS) expanding, there is an increasing need for products that support individuals with disabilities. Tools and equipment tailored for mobility, health, and daily living are becoming essential for many Australian households.
Rising preference for Aussie-made goods. Australian consumers increasingly value local manufacturing, with 71% of shoppers preferring Australian-made products, according to a 2023 survey by Roy Morgan. Sellers who offer locally made products can tap into this trend and gain the trust of Australian buyers and ultimately improve their Amazon search optimization.
By focusing on these emerging categories, Amazon sellers can stay ahead of the curve, tapping into niches that align with the evolving values and needs of Australian consumers.
What makes a category “high-opportunity” on Amazon AU?
Selecting a high-opportunity category is key to standing out and achieving success on Amazon Australia. These categories provide the perfect balance of demand, lower competition, and room for growth, making them ideal for new sellers looking to carve out a niche.
1. Local sourcing advantages
One of the biggest benefits of selling on Amazon AU is the opportunity to source products locally. Australian consumers are increasingly favoring locally made products, and this trend offers sellers a competitive edge.
By sourcing within the country, you can avoid high international shipping fees, reduce lead times, and appeal to customers who prefer to support Australian businesses. Local sourcing also aligns with growing sustainability trends, as many Australian buyers are drawn to eco-friendly and ethically sourced products.
2. Fewer competitors vs. Amazon US
Compared to Amazon’s US marketplace, Amazon AU offers fewer competitors in certain categories, allowing new sellers to gain traction more easily. While the US marketplace is saturated with sellers in high-demand categories, Australia’s smaller but steadily growing e-commerce market provides an opportunity for sellers to enter niches with relatively low competition.
This means you can focus on establishing a strong presence before other sellers flood the market.
3. Room for brand building
High-opportunity categories also provide ample room for brand building. In Australia, consumers are more likely to engage with brands they trust, especially when local values such as quality and sustainability are highlighted.
By offering products that meet specific needs while building a unique brand identity, sellers can foster customer loyalty and stand out in a less crowded space. This can lead to long-term growth, with repeat customers and positive word-of-mouth driving success.
By focusing on these high-opportunity categories, Amazon sellers can tap into under-served niches, differentiate themselves from competitors, and build strong, sustainable brands in the Australian market.
Mistakes to avoid when picking your category
Following US trends blindly.
Ignoring AU-specific regulations.
Not checking FBA eligibility.
Overlooking local consumer preferences.
Choosing overly saturated categories.
Failing to research competitor strategies.
How eStore Factory helps you identify winning categories
Choosing the right product category on Amazon Australia requires a clear, data-driven approach. We guide you through each step to ensure your decisions are well-informed and aligned with market realities.
Step 1: Identifying profitable product opportunities
We start by analyzing thousands of products to find those with consistent demand, low to moderate competition, and long-term growth potential. This allows you to focus on categories that offer realistic profitability within the Amazon Australia marketplace.
Step 2: Competitor and market analysis
Next, we assess your competition. By studying pricing, review volumes, sales velocity, and customer behavior, we help you understand where genuine opportunities exist and where competition may be too saturated nso you can enter the right niche with confidence.
Step 3: Reliable revenue and price forecasting
Using historical data and pricing trends, we forecast potential revenue and pricing scenarios. This gives you a clear picture of what to expect before you invest, helping you plan more accurately and reduce unnecessary risks.
Step 4: Market trends and seasonal insights
We incorporate current market movements and seasonal demand patterns to ensure you stay relevant throughout the year, not just during short-term spikes.
Step 5: Custom product recommendations
Finally, we provide product recommendations that are fully customized to your business goals, resources, and long-term strategy.
By partnering with a leading Amazon agency in Australia, you gain access to a proven process that simplifies category selection.
With expert data analysis, market insights, and tailored recommendations, you can confidently select product categories that align with market demand and support your long-term business growth on Amazon Australia.
Final words
Finding the right product category is one of the biggest factors in your Amazon Australia success. With fewer buyers but also less competition than in the US, careful planning can give you a real advantage.
Understanding what local customers want, following market trends, and avoiding common mistakes can help you build a stronger business from the start. Working with an experienced Amazon consultant gives you access to the right data, insights, and guidance to make smarter decisions.
Instead of guessing, you can approach category selection with clarity and confidence, setting yourself up for long-term growth on Amazon Australia.
eStore Factory is a full-service Amazon agency dedicated to building end-to-end strategies for brands of all sizes.
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© Copyright 2014 - 2025. All Rights Reserved.
eStore Factory is a full-service Amazon agency dedicated to building end-to-end strategies for brands of all sizes.
ACCOUNT LAUNCH
OTHERS
© Copyright 2014 - 2025. All Rights Reserved.
eStore Factory is a full-service Amazon agency dedicated to building end-to-end strategies for brands of all sizes.
ACCOUNT LAUNCH
OTHERS
© Copyright 2014 - 2025. All Rights Reserved.