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Tokyo 2020 Olympic Games Sports Marketing Ecommerce

How the Olympics is driving merchandise sales on Amazon


By John Glenday, Reporter

July 29, 2021 | 3 min read

The 2021 Tokyo Olympics is driving search and sales of relevant merchandise on Amazon as a flood of national pride and on-field performances drive interest.


Amazon capitalizes on the Olympics as consumers go wild for merch

Data compiled by Jungle Scout found that sales of products tagged ‘Olympics 2021’ have exploded 202,684% year-on-year since April as audiences board the hype train for the sporting jamboree.

The e-commerce platform is selling a variety of goods from the Japanese flag to ‘Team USA Olympic apparel’. Analyzing search data from the first full week of action, Jungle Scout found that sales of the Japanese flag have come from nowhere to post a 688% revenue increase on

Other products that have been flying off the shelves include ‘Olympic torch’ goods, which rode a 924% surge in revenue and a 430% increase in units sold between March and July.

The US marketplace has also done a roaring trade in official Team USA Olympic apparel (up 2,681% in Amazon searches), while keyword searches for gymnast Simone Biles have surged 205%. Soccer player Megan Rapinoe has also benefited, with ‘Megan Rapinoe jersey’ keyword searches up 232%.

Jungle Scout’s Molly Burke said: “Despite a live spectator ban and some notable absences among the competitors at the 2021 Tokyo Olympic Games, consumers are searching in droves for Olympics gear on The Everything Store.

“So far, the biggest increases in revenue and search volume for Olympics-related products in the US Amazon marketplace have been for Olympics decor, Team USA apparel and merchandise for headliner Olympic athletes like Simone Biles and Megan Rapinoe.

“Over the next two weeks, Amazon sales of sporting and exercise equipment could rise as well, as consumers tune in to the Summer Games to watch inspiring athletic performances.”

Jungle Scout specializes in breaking down consumer behavior on Amazon, generating the search, revenue and sales figures from in-house data.

Tokyo 2020 Olympic Games Sports Marketing Ecommerce

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