Back to... between work and school, it's time for evaluations of the most sought-after stationery items on Amazon.it

Late September: as we return to our routines, juggling work, school, and reorganizing activities, it's the right time to analyze the most sought-after products on Amazon in Italy in the stationery category.

The diverse world of stationery, office supplies, and office products appeals to a broad audience, including both children and adults, and includes a wide range of products suitable for use in various contexts, from school to work, from small businesses to household organization.

But what are this year's trends? What are Italians searching for most on Amazon? When does the search for the most appropriate item begin? Is it a hunt for the best prices or are trends winning?

The analysis primarily focused on the "Cancelleria e prodotti per ufficio" category in the Amazon Italy marketplace and considered the time range of June - July - August 2023, compared to the same period last year.

The overall volume for this category was 7.8 million searches, approximately +3% compared to 2022. The trend curve was generally aligned with the previous year but with a significant increase (+14,5%) in June 2023, recording over 2 million searches: a remarkable peak that demonstrates how significantly Italians conducted more product searches in anticipation of the September recovery, starting from the beginning of summer.

In the top 10 subcategories of “Cancelleria e prodotti per ufficio”, there is a notable interest in "Portapranzo e Borracce", which saw a 23% increase in searches compared to the same quarter in 2022.

"Diari per appuntamenti e Agende" remains the top-ranking subcategory and is crucial for back to school/back to business, with over 700,000 searches during the period. Among the most requested brands are Legami, Moleskine, and Kokonote (the latter saw a triple-digit increase in searches compared to the previous year). In terms of merchandise, the highest searches are for Harry Potter, Super Mario, and Chiara Ferragni-themed diaries.

The subcategory "Cartelle, astucci e set per la scuola" follows the upward trend of the reference category, also experiencing a peak in searches in June. Items like backpacks, which dominate most searches, received less interest compared to the same period last year, particularly in comparison to pencil cases and school sets.

There are variations in Amazon users' preferences regarding the type of items sought in this category: most searches are generic in nature (e.g., "zaino scuola elementare bambino" or "zaino scuola media ragazza"), with a decline in more targeted branded searches compared to the previous year. The top 3 sought-after brands are Eastpak, Comix and Santoro; in terms of merchandise, searches for Minecraft, Pokemon, and Spiderman-themed backpacks have increased.

The insights regarding the Legami brand are particularly interesting, showing significant growth in multiple sub-categories, including Diari per appuntamenti e Agende (+44%), Penne roller a inchiostro gel (+142%), Articoli da scrivania, organizzatori e dispenser (+260%), Cartelle Astucci e Set per la scuola (+297%) and Gomme per cancellare (+465%).