What Shoppers Are Looking for When Buying Luggage

Packing: do you love it or loathe it? Regardless of whether you’re a keen super packer, or the “leave it until the night before” type, choice and requirements of luggage may be as important as your flight selection. In our recent Tambo Travel Report, we investigated how shoppers are exploring the luggage, travel accessories and organisation categories.

Luggage & Organisers: High Demand, Subtle Shifts

Luggage and organiser searches continue to command a strong presence on Amazon. However, there are signs of stabilisation or even a slight decline in volume compared to previous years. This plateau may be explained by repeat purchases made during prior travel booms, particularly as travel returned post-pandemic and shoppers invested in upgraded gear.

Despite this, the category remains highly active. One notable shift is the increasing influence of airline restrictions on purchase decisions. With budget airlines like Ryanair and easyJet enforcing strict carry-on size limits, approximately 1-in-5 Amazon luggage searches now focus specifically on cabin-sized bags that comply with these policies.

This function-first mindset marks a pivot away from purely aesthetic or brand-led buying, and underscores the importance of product specs and compliance with travel regulations in purchase decisions. Sellers with cabin-friendly sizes - especially those that highlight compatibility with major carriers - are well-positioned to capture this targeted demand.

The Power of Non-Brand Searches

Across luggage, toiletries, sunglasses, and travel accessories, one trend is consistent: non-brand searches dominate. Shoppers aren’t necessarily entering Amazon with a specific brand in mind; instead, they’re looking for the right product at the right price, making it a prime environment for discovery and comparison.

This dynamic reinforces Amazon’s role not just as a transactional platform, but as a discovery engine. It also means that smaller or newer brands have a real opportunity to compete—if they optimise listings for visibility, highlight key features, and keep an eye on competitive pricing.

Want to know more about how shoppers are preparing for their holidays this summer? Download our Travel Report here!