Introduction
Using data from Jungle Scout Cobalt, unlock the latest keyword and search trends for skincare products on Amazon. See which terms are gaining traction and learn how to use these insights to optimize your targeting strategies.
Key takeaways
Data reveals rising demand for natural and reusable skincare products.
Like reusable under-eye patches and tallow-based formulations. This underscores a growing consumer preference for sustainability, likely driven by both environmental awareness and price sensitivity.
Searches for specific ingredients – such as turmeric and kojic acid – are growing.
Emerging low-competition keywords like “glycolic acid toning solution” also show growing potential for conversion, suggesting that brands can gain visibility by targeting niche terms.
There is markedly increased interest in anti-aging products.
Terms like “Retinol A” and “anti-wrinkle patches” have generated hundreds of thousands of searches in the past month, suggesting opportunities for growth in this market segment.
Keyword Trends (Non-Branded)
Explore the most-searched skincare-related keywords that do NOT contain brand names
Top 15 Keywords by Search Volume
Keyword Search trend Search volume Competition*
Very high
Very high
Very high
Very high
Very high
Very high
Very high
Very high
Very high
Very high
Very high
Very high
Very high
Very high
Very high
The high search volume for “Best Sellers” emphasizes how consumers’ skincare purchases are influenced by popular trends and positive reviews. This underlines the importance and impact of leveraging customer testimonials, influencer partnerships, and similar efforts on Amazon and channels like social media.
*Competition represents the level of competition for the keyword based on factors such as the number of sellers and product listings competing for visibility.
Lotion
Travel size
Scrub
Moisturizer
Pimple
Facial
Tanning
Acne
Toner
Retinol A
Wrinkle
All natural
Korean skin
Best sellers
Tanning lotion
Low-Competition Keywords
Skincare-related keywords with growing popularity and mid to low competition for ranking
Top 15 Low-Competition Keywords
Keyword Search trend Search volume Competition*
Glycolic acid toning solution
Turmeric face scrub pads
Tallow and honey balm
Vitiligo cream
Reusable under eye patches
Kojic acid pads
Turmeric kojic acid
Dermaplaning spray
Turmeric cleansing pads
Tallow soap
Turmeric face pads
Turmeric scrub pads
Micro infusion
Glycolic acid 7%
Underarm toner
*Competition represents the level of competition for the keyword based on factors such as the number of sellers and product listings competing for visibility..
COBALT IN ACTION
Data in this report was gathered using Cobalt’s Digital Shelf Analytics feature, which provides a detailed picture of how shoppers search for products on Amazon. Brands use this feature to track market trends, identify high-value keyword targets, see how competitors rank for important terms, gauge share of voice, and more.
Keyword Trends (Branded)
Explore the most-searched skincare-related keywords that contain brand names
Top 15 Keywords by Search Volume
Keyword Search
SA Lotion
What the Fake
Dove scrub
ESO lotion
Dove moisturizer
Some by Mi moisturizer
Sol de Janeiro
La Roche
Roche Posay
Some by Mi toner
I’m From toner
Dove body scrub
Body scrub Dove
Aveeno
Joseon
New releases from Dove and La Roche-Posay are driving search traffic, with Dove’s body scrubs accounting for three of the top 15 branded searches in this niche. Conversely, Sol de Janeiro and CeraVe have seen a 10%+ search decline in 30 days, possibly due to rising competition. Searches for OGX Miracle Oil Lotion and AmLactin Restoring Body Lotion –often hailed as alternatives to Sol de Janeiro’s Bum Bum Cream and CeraVe’s SA Lotion – have grown 10%+ over the same time period.
Search Trends: Growing vs Declining
Top 15 keywords with the largest 30-day increase
Adapalene
Anti wrinkle patches
Face fit roller
Premium beauty
Reusable silicone face patches
Skin tan remover
Best skin dark spot remover
Back acne remover
Forehead wrinkle patches reusable
Medical grade retinol
15 keywords with the largest 30-day
Tan
Gradual self tanner lotion
Face lifting patch
Glycomide body cream
Korean glass skin products
Tanning butter
Treatment for milia
Tan extending lotion
Anti strawberry legs
Tanning essentials
INSIGHT UNLOCKED
• Half of the top 10 searches with declining growth are related to tanning products. Terms like “Tan,” “gradual self tanner lotion,” and “tanning butter” show a marked decline in search volume, signaling that seasonal interest in these products has started to wane.
• Searches for specialty skincare treatments like “Adapolene” and “treatment for milia” are rising. Emerging low-competition keywords like “dermaplaning spray” and “vitiligo cream” also show growth, reflecting a consumer focus on specialized skincare. Brands can capitalize by targeting keywords that emphasize specific conditions.
Keys to Success: Optimizing Your Amazon Keyword Strategy
Look for niche keywords with moderate search volume but few top. These keywords represent untapped opportunities. Brands can gain visibility and authority in emerging markets by targeting these terms, reaching a niche audience, and achieving higher conversion rates.
Regularly update backend search terms to include new trending keywords.
Including trending keywords in backend search terms helps capture emerging demand, improve search rankings, and increase product discoverability. This keeps brands relevant and competitive as consumer interests change.
“Successful keyword targeting isn’t just about high search volume; the most important factors are relevance and competition. Brands need to find and prioritize keywords that not only align with their products but also offer a balance of search volume and competitive advantage.”
Set up regular keyword performance reviews to identify shifts in search trends.
Regular reviews keep brands proactive rather than reactive. Use tools to track search volume, competition, and conversion rates – then use your findings to adjust keyword lists, product descriptions, and PPC campaigns.
JAY LOVELACE CEO, Jungle Scout
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About this report
Data represents the U.S. market and reflects estimates based on a sampling of approximately 20,000 skincare products within Amazon’s Beauty & Personal Care category, including body skin care products (lotions, scrubs, creams, etc.); facial skin care products (cleansers, toners, serums, masks, etc.); and sun skin care products (sunscreens, self-tanner, etc.). 30-day trends data reflects the period of June 24, 2024 - July 24, 2024.
We encourage you to share, reference, and publish this report’s findings with attribution to “Jungle Scout Cobalt” and a link to this page. For requests or media assets, contact press@junglescout.com
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