Amazon sales of politically themed candidate paraphernalia continue to highlight overall enthusiasm in favor of Trump. For more information on this analysis, please refer here.
Table 1: Biden / Trump, Number of Customer Reviews from Political-Themed Products on Amazon Best Sellers Top 100 Lists by Category
| Aug 28th | Sep 7th | Sep 14th | Sep 21st | Sep 28th | |
| Yard Signs | 31% | 34% | 37% | 39% | 44% |
| Bumper Stickers, Decals & Magnets | 30% | 28% | 32% | 30% | 34% |
| Men’s Novelty T-shirts | 1% | 0% | 2% | 3% | 1% |
| Women’s Novelty T-shirts | 2% | 3% | 0% | 0% | 0% |
| Men’s Hats and Caps | 3% | 5% | 6% | 1% | 4% |
| Women’s Accessories | 0% | 0% | 0% | 0% | 0% |
| Outdoor Flags & Banners | 1% | 0% | 0% | 1% | 2% |
Source: Amazon and ZettaCap
Table 1 shows the relative performance of Biden in comparison to Trump. The underlying data for Yard Signs in the table for the most current date is 3,245 customer reviews for Trump themed signs versus 2,550 reviews for Biden themed signs. Only the number of reviews of products within the Top 100 list for that category is included. The 44% that appears in the table is simply 2550 / 3245.
The 50% mark is equilibrium, with anything below that number favoring Trump and above it favoring Biden. Increasing percentages favor Biden.
We can see that Biden’s supporters are not showing much enthusiasm buying their candidate’s paraphernalia on Amazon. The implication is that Trump supporters are far more enthusiastic, which is confirmed by other alt data that we observe. Though not publicized often, similar data showing Trump’s advantage in terms of supporter enthusiasm is also confirmed by many polls.
Yard Sign sales are trending in the right direction for Biden and it is possible that Biden could overtake Trump by Election Day. However, even if this does occur, Biden’s performance in other product categories is incredibly meager.
We are not sure why, but apparently Trump supporters have emphasized flags and banners over yard signs for the 2020 election. For instance, the number of customer reviews for Trump themed flags and banners is over 10x those for yard signs. The point being that although Biden appears to be quickly closing the gap in yard signs (and may even take the lead), the fact that Trump supporters appear to have emphasized banners and flags over yard signs makes this development less impactful than in previous years.
Looking at the data across product categories, Trump continues to dominate in terms of on-line politically themed product sales.