80% Taiwan cross-border seller selection, the first step is wrong! Do you know why? It's because they don't choose products based on market trends and consumer needs, but blindly follow the trend or make decisions based on their feelings. Today, we are going to reveal the top 17 selling categories of Amazon US, Europe and Japan in the second half of 2025, which will help you to precisely position yourself and seize the first opportunity in the market!
2025 is about to enter the fall and winter season, a new round of European, American and Japanese promotional products will explode under the influence of European and American festivals, Apple's new product releases, energy shortages, inflation, the start of the school year and back to school, and fall and winter entertainment activities! Holiday decorations, cell phones and peripherals are expected to sell well at all three stops. What I'm going to talk about may change your mind, there are more and more detailed fall and winter seasonal bestsellers in Europe, America and Japan for you to discover!
Europe, America and Japan Hot Selling Items
As Halloween and other major end-of-year festivals approach, sales of holiday-related products are about to peak. For example, Halloween-themed decorations, toys, string lights and wigs will be popular choices.
Holiday Decoration
- Cosplay costumes: maid costumes, clown costumes, children's cosplay, lolita style dresses, adult sexy suits, etc.
- Kimono Yukata and Cosplay Accessories: Rabbit Ears, Cat Ears, High School Uniforms, Lolita Style Stockings, and more!
- Makeup props and Halloween decorations: stickers, face paint, masks, eye patches, etc.
- Household and dress-up items (Halloween-Thanksgiving): lamps, wigs, costumes, etc.
In terms of scenes of use, the U.S. and Europe stations are mainly suitable for parties and Halloween cosplay, while the Japan station is more diversified, suitable for parties, Halloween cosplay, street parades, cultural festivals, carnivals, ballroom dancing, school drama stages, role-playing, sexy, Valentine's Day, talent shows, anniversary celebrations, and photo shoots, and other occasions.
Consumers in the U.S. were concerned about whether the products had a strong sense of holiday atmosphere and fit the theme. Consumers in the United States were concerned about whether the products had a strong holiday atmosphere and whether they fit the theme of the holiday; consumers in Europe were concerned about variety, fun, logistics and price; and consumers in Japan were concerned about practical features such as lightweight fabrics, breathable masks and elastic socks.
To redefine the holiday decoration products, we must pay attention to IP infringement, and the products should be able to show their personalities, and the novelty of the products will be more popular among young people.
Top Sellers in USA
Since the second half of the year, promotional products in the U.S. have been mainly affected by inflation, back to work and back to school, and the release of new Apple models. Cheap daily necessities such as clothing/shoe organizers, office stationery, and cell phone peripherals are all on the promotional list. Cross-border sellers can do a good job of selecting products by studying the market to stimulate users to buy active.
Seasonal Storage
As we enter the fall and winter seasons, the demand for seasonal products increases. Especially due to the current inflation in the U.S., the demand for cheaper daily necessities such as clothing/shoe organizers has risen sharply. Consumers are mainly concerned about whether the products are reusable, cost-effective and space-saving. Sellers can stock more popular X-piece sets, compressed space-saving products, and shoe organizers that are convenient and easy to access.
Office Supplies
In the post-epidemic era, with the gradual rhythm of returning to work and school, the demand for office stationery-related items, such as label printers for office use, continues to grow steadily. Consumers (office workers and students) are concerned about style variety, ease of assembly, and environmental safety. Sellers need to do more micro-innovation on the function to make the product more diversified in style and more convenient in assembly.
Cell Phone Accessories & Peripherals
Every year in September ~ October Apple's new machine release, will lead to new demand for electronic parts products. These products have a short life cycle and need to seize the opportunity of each new product launch to do a good job of product iteration, and at the same time do a good job of inventory management and cost control of the old model.
For example, for products such as cell phone cases/films, charging plugs, headphones, etc., consumers are mainly concerned about the price of the product and product features such as functionality, performance, and appearance. The biggest problem is that the competition is fierce and the product replacement is fast, so Taiwan cross-border brand owners need to pay attention to the market dynamics at all times.
Top Sellers in Europe
As energy supply is tight and prices continue to rise, demand for clean energy products is surging in Europe. Power storage and charging products and heating products have also become the dark horse products in the European market.
Clean Energy and Heating
Renewable energy supply products (solar panels, etc.), storage and charging products (storage batteries, mobile chargers, high-power outdoor chargers), and emergency heating products (lighting emergency lamps, home heaters, and grill lamps) will be very popular.
The smart home and technology category is set to explode in the fall and winter seasons! European consumers have long been attracted to these products and this trend will continue to grow in the second half of the year.
Smart Home Technology
Smart home electronics, portable speakers, air purifiers, water purifiers, and multi-mode bath umbrellas will all be popular choices.
As the school season begins in Europe, the peak of European festivals (Labor Day, Father's Day, Halloween, Thanksgiving, Black Friday, Christmas, etc.) have a unique and deep cultural background and emotional core.
School supplies, 3C electronic products, mobile phone accessories and peripherals
School supplies (back-to-school season) such as light stationery (paper, pens, books), pencil bags, school bags, etc., mainly for the student group; 3C electronic products (Black Friday to Christmas) such as mobile phones, TVs, computers, cameras, etc., consumers are mainly male, focusing on a sense of technology and quality of life; phone accessories and peripherals such as cases/films, headphones, etc., consumers are mainly students.
You would never imagine that these seemingly ordinary products can shine in the European market with a little bit of innovation and optimization! Taiwan's cross-border exporters need to focus on product iteration, cost control, and promotional strategies in order to stand out from the competition.
Top sellers in Japan
As the summer heat fades away, Japan is approaching the height of fall weather from September, which is also the peak season for outdoor activities for Japanese people. Fishing and golf are the two main categories that enjoy peak sales in the fall and second half of the year.
Fishing and Golfing Products
Products such as fishing pliers sets, hooks, scissors, fishing wheels and rods, as well as golf laser rangefinders, golf clubs and golf mats will see a sales boom. Consumers are predominantly male and emphasize quality and professionalism. Sellers can emphasize the stainless steel, portability and high strength of fishing products, while golf products should focus on data accuracy, professionalism, comfort and texture.
Smart Watches
This is a popular category on Amazon.com Black Friday, including smartwatches, wireless chargers, watch case film, watch bands, etc. Sellers have the opportunity to develop a brand niche, develop a branded watch peripheral, and expand the fashion accessory attributes of watch bands. Opportunities for sellers include: finding breakthroughs in brand positioning, developing peripheral products for big-name watches, and expanding the fashion accessory attributes of watch bands.
New Year's Decoration, Game & Party Products, Children's Outdoor Toys
These products are targeted at Japan's unique festivals and consumer habits, such as New Year's decorations (kanzashi, kadomatsu, and mirror cakes), party games (card games, gyros, and hayashi boards), and children's outdoor toys (children's tents and bubble machines).
To sum up, there are abundant and diversified opportunities for product selection in the fall and winter of 2025 in the three major sites, namely the US site, the European site, and the Japanese site. Taiwan sellers need to select products accurately according to the market characteristics and consumer demand of different sites, and do a good job in product positioning and marketing strategy in order to stand out in the fierce competition of cross-border e-commerce!
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# Amazon Global Store # Cross-border E-commerce # Taiwan Sellers # Selection Guide # Holiday Decorations # Smart Home # Mobile Phone Accessories # Cross-border Brands # E-commerce Entrepreneurs
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