Amazon Category Performance: September 2026 Report

Every month we measure what actually happened on the Amazon US shelf: which brands took category share, which keywords pulled the most shopper impressions, who ran promotions, and who held organic and paid visibility.

The September 2026 report covers 20 categories, one page each, built on the same six blocks. Read your own category in a minute, then compare it against any other in the report.

The data comes from Retail Media Maestro, Shalion's retail media intelligence product, which tracks more than 500,000 keywords daily across major US retailers. Every figure is collected and derived by Shalion, independently of the retailer.

A category is published only once its underlying data meets our completeness bar, which is why this edition covers 20 categories rather than the full Amazon US tree. The list evolves with each edition.

Top brands by category share

Estimated category share distribution for the top five brands in the category.

Top Searched Category Keywords

The keywords from the selected category generating the most shopper impressions, meaning the estimated times that products from the category reached shoppers in search results with their category relevance and the average selling price of the products shown.

Estimated Shopper Impressions

Estimated times category items reached shoppers in search results, split into organic and paid. Shown for the category as a whole and for each top-selling item.

Placements with promo

Deals, coupons, promotional badges and price reductions observed on brand items across the period.

Organic and Paid Share of Voice

Number of placements of the brand over the total number of placements from search results. Shalion calculates this as Weighted Share of Voice, so appearances are weighted by rank, size, above the fold, promotions and video, reflecting real consumer scrolling behaviour. It is reported separately for paid (ads) and organic.

Top-Selling Items

The top products by category share in the selected period, with their average price, rating and organic and paid shopper impressions. This report shows the ten highest per category.

Why brands read it

Sales, visibility and promotional activity are measured on the same tracked universe and shown side by side, so a brand's category share can be read against the visibility and promotional weight behind it. Organic and paid share of voice are reported separately rather than collapsed into a single number.

Every figure is collected and derived by Shalion, with no retailer bias and no holding company conflicts. The same measurement runs daily on Walmart, Target and Kroger.

The report is a benchmark. Diagnosis, prioritisation and recommended actions sit in Shalion Maestro.

Category	Total shopper impressions	Organic	Paid	Leading brand by category share	Highest-impression keyword
Appliances	177.7M	109.8M	67.9M	GE (7.55%)	ice maker
Arts, Crafts & Sewing	2.3B	1.4B	910.8M	Elmer's (2.02%)	pencil case
Automotive	2.0B	1.2B	733.4M	A-Premium (1.30%)	car accessories
Baby Products	2.3B	1.5B	804.6M	Momcozy (2.66%)	baby essentials
Beauty and Personal Care	13.7B	8.8B	4.8B	Dove (1.73%)	magnetic eyelashes
Cell Phones and Accessories	2.2B	1.4B	815.4M	Anker PowerHouse (3.19%)	portable charger
Clothing, Shoes & Jewelry	2.9B	1.8B	1.1B	Adidas (0.77%)	umbrella
Electronics	5.2B	3.4B	1.8B	Logitech (1.35%)	backpack
Grocery and Gourmet Food	9.2B	6.5B	2.7B	Amazon Grocery (9.55%)	eggs
Health and Household	15.0B	9.9B	5.1B	Amazon Basics (3.69%)	paper towels
Home and Kitchen	19.7B	11.8B	7.8B	Amazon Basics (1.67%)	shower curtain
Industrial and Scientific	1.2B	779.0M	439.3M	Uxcell (0.87%)	toothpaste
Musical Instruments	383.8M	239.2M	144.6M	D'Addario (1.56%)	wall panels
Office Products	4.5B	2.8B	1.7B	Amazon Basics (5.86%)	highlighters
Patio, Lawn and Garden	3.3B	2.0B	1.2B	Terro (2.04%)	halloween decorations
Pet Supplies	3.2B	2.0B	1.2B	Purina Fancy Feast (2.26%)	cat litter
Sports and Outdoors	4.1B	2.5B	1.6B	Broad Bay (1.22%)	electric scooter
Tools & Home Improvement	4.8B	2.9B	1.9B	Dewalt (1.02%)	led lights
Toys and Games	5.4B	3.5B	1.9B	Crayola (3.82%)	squishy
Video Games	153.8M	100.6M	53.2M	Nintendo (6.88%)	switch 2

*How to cite this data: Shalion, Amazon US Category Performance, September 2026 (data period 1 to 30 September 2026). Retrieved from shalion.com.

Appliances
Total shopper impressions	177.7M
Organic	109.8M
Paid	67.9M
Leading brand by category share	GE (7.55%)
Highest-impression keyword	ice maker

Arts, Crafts & Sewing
Total shopper impressions	2.3B
Organic	1.4B
Paid	910.8M
Leading brand by category share	Elmer's (2.02%)
Highest-impression keyword	pencil case

Automotive
Total shopper impressions	2.0B
Organic	1.2B
Paid	733.4M
Leading brand by category share	A-Premium (1.30%)
Highest-impression keyword	car accessories

Baby Products
Total shopper impressions	2.3B
Organic	1.5B
Paid	804.6M
Leading brand by category share	Momcozy (2.66%)
Highest-impression keyword	baby essentials

Beauty and Personal Care
Total shopper impressions	13.7B
Organic	8.8B
Paid	4.8B
Leading brand by category share	Dove (1.73%)
Highest-impression keyword	magnetic eyelashes

Cell Phones and Accessories
Total shopper impressions	2.2B
Organic	1.4B
Paid	815.4M
Leading brand by category share	Anker PowerHouse (3.19%)
Highest-impression keyword	portable charger

Clothing, Shoes & Jewelry
Total shopper impressions	2.9B
Organic	1.8B
Paid	1.1B
Leading brand by category share	Adidas (0.77%)
Highest-impression keyword	umbrella

Electronics
Total shopper impressions	5.2B
Organic	3.4B
Paid	1.8B
Leading brand by category share	Logitech (1.35%)
Highest-impression keyword	backpack

Grocery and Gourmet Food
Total shopper impressions	9.2B
Organic	6.5B
Paid	2.7B
Leading brand by category share	Amazon Grocery (9.55%)
Highest-impression keyword	eggs

Health and Household
Total shopper impressions	15.0B
Organic	9.9B
Paid	5.1B
Leading brand by category share	Amazon Basics (3.69%)
Highest-impression keyword	paper towels

Home and Kitchen
Total shopper impressions	19.7B
Organic	11.8B
Paid	7.8B
Leading brand by category share	Amazon Basics (1.67%)
Highest-impression keyword	shower curtain

Industrial and Scientific
Total shopper impressions	1.2B
Organic	779.0M
Paid	439.3M
Leading brand by category share	Uxcell (0.87%)
Highest-impression keyword	toothpaste

Musical Instruments
Total shopper impressions	383.8M
Organic	239.2M
Paid	144.6M
Leading brand by category share	D'Addario (1.56%)
Highest-impression keyword	wall panels

Office Products
Total shopper impressions	4.5B
Organic	2.8B
Paid	1.7B
Leading brand by category share	Amazon Basics (5.86%)
Highest-impression keyword	highlighters

Patio, Lawn and Garden
Total shopper impressions	3.3B
Organic	2.0B
Paid	1.2B
Leading brand by category share	Terro (2.04%)
Highest-impression keyword	halloween decorations

Pet Supplies
Total shopper impressions	3.2B
Organic	2.0B
Paid	1.2B
Leading brand by category share	Purina Fancy Feast (2.26%)
Highest-impression keyword	cat litter

Sports and Outdoors
Total shopper impressions	4.1B
Organic	2.5B
Paid	1.6B
Leading brand by category share	Broad Bay (1.22%)
Highest-impression keyword	electric scooter

Tools & Home Improvement
Total shopper impressions	4.8B
Organic	2.9B
Paid	1.9B
Leading brand by category share	Dewalt (1.02%)
Highest-impression keyword	led lights

Toys and Games
Total shopper impressions	5.4B
Organic	3.5B
Paid	1.9B
Leading brand by category share	Crayola (3.82%)
Highest-impression keyword	squishy

Video Games
Total shopper impressions	153.8M
Organic	100.6M
Paid	53.2M
Leading brand by category share	Nintendo (6.88%)
Highest-impression keyword	switch 2

*Shalion, Amazon US Category Performance, September 2026 edition (data period 1 to 31 August 2026). Retrieved from shalion.com.

Which brand had the largest category share on Amazon US in September 2026?

Amazon Grocery held the largest single-brand category share of any category Shalion tracked in September 2026, at 9.55% of the Grocery and Gourmet Food category on Amazon US, followed by GE at 7.55% of Appliances.

Which Amazon category had the most shopper impressions in September 2026?

Home and Kitchen recorded the most shopper impressions of the 20 categories covered, at 19.7 billion: 11.8 billion organic and 7.8 billion paid. It was followed by Health and Household at 15.0 billion and Beauty and Personal Care at 13.7 billion.

Which brand ran the most promotions on Amazon US in September 2026?

Whole Foods Market recorded 525,403 placements with promo in Grocery and Gourmet Food, the highest of any brand in any category in this edition.

What is Weighted Share of Voice?

Weighted Share of Voice is the number of placements a brand holds over the total number of placements in search results, with each appearance weighted by rank, size, whether it sits above the fold, promotions and video. The weighting reflects how shoppers actually scroll, so a top placement counts for more than one buried further down. Shalion reports it separately for organic and paid.

Where does this Amazon data come from?

Every figure is collected and derived by Shalion through Retail Media Maestro, which tracks more than 500,000 keywords daily across major US retailers. The data is not sourced from Amazon or from a retailer panel, and Shalion has no affiliation with Amazon.

How often is the Amazon Category Performance report published?

A new report publishes in the first week of every month, covering the previous full calendar month. The September 2026 report covers 1 to 30 September 2026.

Which brands took category share in your category last month, and which products carried it

Which keywords moved the most shopper impressions, and how closely they map to your category

How organic and paid share of voice was distributed across the leading brands

Which brands recorded the most promotional placements in the category

Inés Alegre | VP of Product

Product is one of the most exciting areas to be at Shalion! Always innovating, incorporating new features, and thinking about ways to push our product further and create more value for the brands and retail media agencies we serve.

→ Estimated category share for the leading brands across 20 Amazon US categories

→ Organic and paid shopper impressions for every category and for each of its ten top-selling items

→ The ten highest-impression keywords in every category, with category relevance and average selling price

→ Organic and paid share of voice reported separately, never merged into a single number

→ Placements with promo by brand, from the 525,403 recorded by Whole Foods Market in Grocery and Gourmet Food down to the long tail

→ The ten top-selling items per category, with price, rating and brand

→ Full methodology: what is estimated, what is observed, and what is excluded

Amazon Category Performance

What's on every category page

Top brands by category share

Top Searched Category Keywords

Estimated Shopper Impressions

Placements with promo

Organic and Paid Share of Voice

Top-Selling Items

Why brands read it

Categories in this edition

What you'll learn

Which brands took category share in your category last month, and which products carried it

Which keywords moved the most shopper impressions, and how closely they map to your category

How organic and paid share of voice was distributed across the leading brands

Which brands recorded the most promotional placements in the category

Download the free "Amazon Category Performance" report

WHO READS THIS

Built for the
people who own the number

ABOUT THE AUTHOR

Inés Alegre | VP of Product

GET THE REPORT

More free reports

The power of intelligence

Amazon Category Performance

What's on every category page

Top brands by category share

Top Searched Category Keywords

Estimated Shopper Impressions

Placements with promo

Organic and Paid Share of Voice

Top-Selling Items

Why brands read it

Categories in this edition

What you'll learn

Which brands took category share in your category last month, and which products carried it

Which keywords moved the most shopper impressions, and how closely they map to your category

How organic and paid share of voice was distributed across the leading brands

Which brands recorded the most promotional placements in the category

Download the free "Amazon Category Performance" report

WHO READS THIS

Built for the people who own the number

ABOUT THE AUTHOR

Inés Alegre | VP of Product

GET THE REPORT

More free reports

The power of intelligence

Built for the
people who own the number