Travel Reimagined: Amazon’s Emerging Presence in the Market

Tambo's Travel Report launched in May 2025 reveals Amazon is not just a a retailer, but as a growing power in the travel industry. Amazon now commands 78% of travel product search volume, leaving Google with just 22% across key categories like luggage, sunglasses, swimwear, and travel adapters. However, most telling is that nearly all searches on Amazon are non-branded and product-specific, signalling that consumers are turning to the platform not for inspiration, but for action.

The numbers tell a story worth heeding. Camping searches on Amazon have leapt 37 per cent year-on-year, a sharper rise than sunglasses (+30 per cent) or swimwear (+27 per cent). With 99 per cent of those camping queries non-branded, aspiring travellers are looking first to Amazon for functional gear and guidance, not to your typical outdoor retailers or search engines. Add in Amazon’s 97% share of travel adapter searches and its dominance in luggage and toiletries, and the picture is clear: Amazon already owns the practical start of the travel journey.

This data doesn’t just track behaviour; it hints at potential. Amazon has historically excelled by identifying and filling whitespace, be it in healthcare, groceries, or cloud computing: it seems travel must be next. While Google remains strong in services and branded intent, Amazon has cornered the pre-trip retail journey.

Therefore, if Amazon chooses to expand deeper into the travel ecosystem- perhaps through bundled experiences, cabin-compliant collections, or partnerships with airlines- the implications are profound. For travel brands, this moment represents more than just retail strategy. It’s a pivot point.

Amazon’s ability to shape-shift in response to consumer needs is unmatched. As the data shows, it already owns the suitcase: owning the journey may be next. So, for travel companies seeking futureproof platforms, now is the time to partner where the momentum is.