Amazon's summer trend report reveals what we're REALLY buying online

Dog nail polish and grow your own mushrooms were up there... What will YOU be buying this Amazon Prime Day?

the best pet tracker: withings pet tracker on Dalmatian
(Image credit: Whistle)

Love it or hate it, you can't deny Amazon is handy. Need a last minute present? Amazon. Run out of dishwasher tablets? Amazon. Want to invest in a blow up kayak? Believe it or not, Amazon. So since we all spend so much time shopping on Amazon, it's no surprise that the online retailer has got pretty good at predicting future trends based on our buying habits. Handy with Amazon Prime Day just around the corner.

In fact, Amazon has just released its #SmileItsSummer trend report that uses our combined shopping history to predict the products and trends we are all going to be loving this summer. 

So, you are probably thinking all the usual stuff: paddling pools, BBQs, outdoor furniture, that kind of thing. Well, while we are sure we will all being buying that kind of stuff, too, the report actually showed we are a tad weirder in our summer shopping habits...


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We have always been a nation of pet lovers, but we're not sure we knew how far some of you were going with pampering your pets! Sales of dog nail polish (who knew that was a thing?) are up 188 per cent year-on-year, doggy beer and wine is up 260 per cent and luxury memory foam mattresses FOR YOUR PETS is up 107 per cent. Find the best pet beds in our guide.

dog in french home

(Image credit: Ton Bouwer)


Growing (or making) your own produce looks like it's very on trend this summer. And we clearly all love a DIY kit, from grow-your-own mushrooms (sales increase of 206 per cent year-on-year) to cheese-making (up 676 per cent). Find out how to grow your own in our guide.

vegetables in a veg patch

(Image credit: Leigh Clapp)


Here's the trend that proves we aren't all pet loving, mushroom growing fanatics. We are turning our gardens into outdoor living rooms this summer, with sales soaring on outdoor screens and outdoor projectors, fire pits and pizza ovens. Popular items set to transform outdoor spaces also include Bluetooth speakers (sales increase of 497 per cent year-on-year) and, the classic, fairy lights (up 527 per cent).

Patio area with pallet furniture and lavender planted in watering cans

(Image credit: Jeremy Phillips)


Amazon has seen a boost in at home work out equipment, with sales of  boxing gloves increasing of 223 per cent year-on-year. It looks like we are dragging the kids in too. Fearne Cotton’s Yoga Babies Guide  is up 196 per cent , tag-along trailer bikes 133 per cent, junior cricket sets are up 204 per cent and kids’ yoga mats looks like a product to watch this summer. 

The best punchbags

(Image credit: Getty)


Gone our the days of lying by a pool for two weeks; the traditional family holiday is changing as Brits seek new experiences focused on wellness and adventure and Amazon products are reflecting that. Adventure backpacks sales are up 110 per cent year-on-year, wellness oils travel sets up 571 per cent and (in keeping with our need to completely escape) noise cancelling headphones are up 164 per cent. 


Oooh, now here's an Amazon trend we can really get on board with. Over the years, Amazon have really upped their homeware game, and our shopping habits are starting to reflect that. Sales of indoor plants are up 226 per cent and cocktail trollies look to be a popular product this summer too. 

Rocking chair next to the breakfast area with leaf patterned rug, house plants and wall art

(Image credit: Malcolm Menzies)
Hebe Hatton

Hebe joined the Real Homes team in early 2018 as Staff Writer before moving to the Livingetc team in 2021 where she took on a role as Digital Editor. She loves boho and 70's style and is a big fan of Instagram as a source of interiors inspiration. When she isn't writing about interiors, she is renovating her own spaces – be it wallpapering a hallway, painting kitchen cupboards or converting a van.