GoodsFox Daily Insights – October 24, 2025: TikTok Shopping Trends: Health, Pet, and Beauty Categories Are Booming
- Health, Pet, and Beauty Products Lead TikTok Shop in the U.S. and Mexico
- Ozon to Launch “Ozon Select” — a Luxury Marketplace by 2026
- Etsy U.S. September Bestsellers: New Products Rise Fast
- Amazon Launches “Amelia” Smart Glasses to Streamline Last-Mile Delivery
- Amazon Algorithm Update: Multi-Variant Listings Gain More Visibility
1. Russia's children’s market defies decline, STEM toys jump 180%
TikTok Shop continues to drive record-breaking sales across the Americas.
According to mid-October weekly data, the Mexico market saw women’s probiotic capsules top the chart with an estimated GMV of $57.7K–$70.6K, followed by women’s sports jackets, all-in-one hair curlers, and body painting kits. Health supplements, fashion apparel, and beauty products remained the fastest-growing categories.
In the U.S. market, scale was even more impressive. A zero-sugar health supplement bundle generated an estimated $1–1.2 million GMV, while automatic cat litter boxes, mystery blind boxes, and concealer kits also ranked high. Overall, health, pet, beauty, and home goods are fueling TikTok’s e-commerce momentum.
Both markets highlight strong consumer interest in wellness, self-care, and lifestyle upgrades, showing TikTok’s growing influence as a commerce platform. For cross-border sellers, these trends offer valuable guidance for product sourcing and market expansion.
2. Ozon to Launch “Ozon Select” — a Luxury Marketplace by 2026
Russian e-commerce giant Ozon announced plans to launch a new high-end marketplace called Ozon Select in 2026. The platform will specialize in luxury fashion, footwear, cosmetics, homeware, and electronics, building on the success of its existing “Ozon Fashion Lux” division.
The company said the move responds to rising consumer demand for premium goods. In the first half of 2025, sales of fashion items priced above 35,000 rubles grew 74% year-over-year, especially in regions without physical luxury stores.
Ozon will also upgrade its warehouse, logistics, and returns systems to meet luxury brands’ high standards for product handling and presentation — ensuring authenticity and pristine condition throughout the delivery process.
3. Etsy U.S. September Bestsellers: New Products Rise Fast
Etsy’s September data shows a surge of new bestsellers on its U.S. marketplace.
“Fall decor” took the top spot as seasonal trends boosted demand from affluent buyers. “Sapphire birthstone jewelry” achieved $200–$500 average order value, becoming a high-margin breakout product. Handmade “press-on nails” also gained traction with high click-through rates.
Meanwhile, “badge reels” saw demand spike during the back-to-school season, while “car accessories” generated over 166K searches, mostly for decorative items.
Etsy’s lower entry barrier compared to Amazon gives sellers room to profit from niche or emerging products.
4. Amazon Launches “Amelia” Smart Glasses to Streamline Last-Mile Delivery
Amazon introduced “Amelia”, a pair of smart glasses designed for delivery drivers, integrating an in-lens display and camera system to boost efficiency.
The device allows drivers to locate packages, follow real-time navigation, and capture hands-free proof-of-delivery photos. It pairs with a custom vest that includes a replaceable battery, a physical camera button, and an emergency SOS feature.
The glasses also feature photochromic lenses and support custom prescription options, offering comfort and usability for all-day operations.
5. Amazon Algorithm Update: Multi-Variant Listings Gain More Visibility
Amazon’s latest algorithm update brings new opportunities for multi-variant listings. When product variations under the same parent ASIN are structured logically, multiple child ASINs can now appear simultaneously in search results — multiplying exposure.
This shift aligns with Amazon’s user experience focus and its goal of improving keyword coverage across product variations. Sellers should avoid irrelevant merges or weak variants that drag down overall performance.
Instead, define primary and secondary variants, optimize each with targeted keywords and high-quality content, and seize this algorithmic advantage to capture additional traffic.
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