The United States welcomes the peak of baby showers, and Amazon's related category searches have skyrocketed

According to data from the National Center for Health Statistics, sales of baby shower products rise in the spring and summer, as most babies are born between July and October. Due to the bankruptcy of Bed Bath & Beyond, its baby products brand Buy Buy Baby closed a large number of stores, leaving a huge market gap.

Although Dream Me Industries has not announced its future plans for BuyBuyBaby, despite spending $15.5 million to acquire the intellectual property assets of BuyBuyBaby, consumers are turning to Amazon to buy baby products, according to a new report from Jungle Scout Cobalt.

The hashtag #BuyBuyBabyClosing has been viewed 106 million times on TikTok as of June 20, and the retailer has 579,000 followers on Instagram and 23,900 followers on TikTok, the report said.

By comparison, as of June, “baby shower supplies” had 960 million views on TikTok and “baby shower Amazon supplies” had 240 million views.

The report shows that between January 1 and June 19, newborn clothes, car seats, strollers, nursery decorations, diapers, baby bottles, baby bathtubs, teethers and toys were the most searched baby shower items on the Amazon marketplace.

Specifically, searches for baby girl clothing increased 19% year-over-year, while searches for baby boy clothing increased 5% compared to 2022. Searches for baby clothing storage products increased 15% from last year, and searches for gender-neutral baby clothing increased 15% between January 1 and May 4 compared to the same period last year.

Sleeping bags are the hottest baby apparel product this spring. The top five products in terms of revenue are Burt's Bees Baby gender-neutral wearable blanket, Halo Sleepsack swaddle blanket , Kyte Baby sleeping bag, Hudson Baby gauze cotton wearable sleeping bag and Days U soft baby sleeping bag.

Burt's Bees Baby had the highest market share among Amazon's baby clothing brands, accounting for 57% of sales, followed by Halo (16%), Kyte (11%), Hudson Baby (6%) and Woolino (5%).

Judging from the current trends, Amazon is expected to fill most of the market gaps left by BuyBuyBaby and dominate the baby clothing and supplies sector, taking market share from traditional physical retailers.

Editor✎ Ashley/

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