How Sellers Can Benefit from Amazon Wish Lists in 2025?
Are you currently using Amazon wish lists as a tool to boost engagement and drive more sales? While 28% of Amazon shoppers complete their purchases in three minutes or less, many prefer to save items for later by adding them to a wish list, either for future purchase or to share with someone else.
As an Amazon seller, this feature presents an opportunity. An Amazon wish list can introduce your brand to a broad audience of potential buyers. But how can you use this to your advantage?
By crafting a thoughtful wish list strategy, you can expand your visibility and potentially increase your sales. In this guide, we’ll explain what an Amazon wish list is and how it can benefit e-commerce sellers.
When you actively engage shoppers using wish lists, you create opportunities to grow your reach and improve conversions. Let’s explore how you can make this happen.
What Is an Amazon Wish List?
An Amazon wish list works much like a personal shopping list. Before heading to a store, you typically jot down what you need to buy — and when shopping online, Amazon allows you to do the same.
But a wish list on Amazon offers more than a basic shopping list. It enables users to save items they want to buy later, organize them into specific categories, and even share them with others.
You might wonder if there’s a difference between a wish list and a registry. Technically, there isn’t much difference. Many people use wish lists like a registry for occasions such as birthdays or holidays, making it easier for friends and family to buy gifts and have them shipped directly to the recipient.
When to Create a List
Originally, Amazon introduced wish lists as a way for shoppers to share gift ideas for birthdays, holidays, anniversaries, and other important occasions. Today, people use them for a variety of reasons.
One popular example is the Prime Day wish list. With Amazon’s Prime Day sales surpassing $12.9 billion, many shoppers plan ahead by adding items they want to a list, ready to check out once the deals go live.
However, users aren’t limited to creating wish lists just for special events. Amazon allows people to create multiple lists and label them accordingly, making it easier to stay organized. For instance, someone could create separate lists for an upcoming trip and home improvement plans, saving the items they need for each project.
How to Create an Amazon Wish List
Creating an Amazon wish list is a simple process, whether you’re using a desktop or mobile device. Here’s how:
On Desktop:
- Visit Amazon’s website
- Hover over the “Account & Lists” menu at the top right
- Click on “Your Lists”
- Choose “Create a List”
- Name your list
- Search for products and, instead of adding them to your cart, click “Add to List”
On the Mobile App:
- Open the Amazon app
- Tap the profile icon at the bottom
- Select “Your Lists”
- Tap “Create a List” in the top right corner
- Follow the same steps as the desktop version
Can You Share an Amazon Wish List?
Yes — you can easily share your wish list with others. After creating your list, click the “…More” button at the top right and choose “Manage list.”
From there, you can adjust the privacy settings. By default, Amazon sets lists to private, but you have three options:
- Private: Visible only to you
- Public: Anyone can find and view it
- Shared: Only those with the link can view it
Once you’ve selected your privacy setting, adjust any other preferences and save the changes. You’ll then see a “+ Invite” button under your wish list’s title, which provides a direct link you can email or share.
How an Amazon Wish List Benefits Sellers
While wish lists offer obvious advantages to shoppers, they also present opportunities for sellers. Since some wish lists remain public, you can gather insights into what shoppers are saving — helping you better understand customer preferences and trends.
Even without actively seeking them out, your products can gain additional exposure if customers share their wish lists with friends and family. This passive form of marketing can build brand awareness and engagement over time.
Let’s look at how sellers can use wish lists strategically.
Scout for Wish Lists
Although public wish lists are available, Amazon doesn’t make them easy to search unless you know the registrant’s name and the type of list.
That said, there’s a creative workaround. You can search for wish lists and registries on social media or personal blogs. While it’s not recommended to search through profiles uninvited, you can leverage this concept for marketing.
For example, host a contest asking customers to add your products to their wish lists and share the list link in the comments. Offer a prize for participation. Collaborating with influencers for this type of campaign can also amplify your brand’s visibility.
Remember, customer addresses and sensitive details remain private. Still, it’s wise to promote best practices when asking people to share wish list links.
Product Research
Another valuable strategy is checking Amazon’s Most Wished For section. This area highlights the most popular items added to wish lists and registries and allows you to filter results by category.
This feature is useful for tracking market trends in your niche. You can analyze which products are getting the most attention, identify new inventory ideas, and gather pricing and product feature insights based on what’s trending.
Encourage Sharing
Instead of passively waiting for shoppers to share their wish lists, actively engage with your audience through your own marketing channels. Ask your followers if they have added any of your products to their wish lists and encourage them to share those lists with family and friends.
This interactive approach helps spark conversations, boost engagement, and potentially lead to more sales down the road.
Share Offers
Did you know that 93% of shoppers use discount codes or promotional offers at some point during the year? Deals and special promotions are powerful incentives for driving engagement and conversions.
One smart approach is running sales that last a little longer. Not every customer is ready to buy immediately — some may add your products to a wish list to purchase later. A longer sale gives them more time to act without missing out on savings.
Keep in mind, however, that if you’re using Fulfillment by Amazon (FBA), longer sales could affect your profit margins. To manage this, use an FBA calculator to estimate costs and see how long you can run a promotion without cutting too deeply into profits.
Create Gift Ideas
On average, couples create two to three registries for different occasions. Sellers can tap into this by curating gift sets or product bundles, encouraging shoppers to purchase these for holidays, birthdays, weddings, or other celebrations.
By offering themed bundles, you position your products as thoughtful gift options for any special event. Market them creatively for occasions like baby showers, graduations, or anniversaries.
Use the Amazon Wish List to Your Advantage
Not every shopper who lands on your Amazon listing is ready to purchase immediately. Some add products to wish lists for future buys or as part of a registry.
If you’re noticing a slowdown in sales, it might be worth considering whether shoppers are saving products for later instead of buying now — or if there’s another reason behind it.
If you think you could use some extra guidance, get in touch with SAECOM FBA Pro. Their team has supported over 500 online sellers in scaling their Amazon stores, often achieving a 75% increase in annual revenue.
