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Motorcycle Industry Search Trends: When Italian Brands Take Control over America.

men riding motorcycles

As more and more people are using the internet to buy goods, moto gear has become a popular search item in the United States. With the rise of social media, moto gear searches have skyrocketed, with more and more people looking for ways to express their individual style and show off their ride

When it comes to searching for moto gear in the US, the most popular searches are for helmets, jackets, and riding boots. These searches are closely followed by searches for gloves, tires, and other protective gear. There has also been an increase in searches for vintage and custom moto gear, as people are looking for unique and one–of–a–kind items.

Motorcycle Gear Shopping Goes Online: How the Digital Age is Changing the Way Riders Find Gear

Product search is increasing faster than branded search, meaning US consumers are more open than before to alternatives when searching for a solution. 

For direct-to-consumer brands & online retailers, this is a great opportunity to attract more new customers from search channels like Google or Amazon.

The Internet: The Best Showcase for Moto Gear Sellers.

As the moto industry continues to grow, so will the online searches for moto gear in the US. People are looking for a convenient and affordable way to purchase the items they need to make their ride complete, and the internet is making it easier than ever to do just that.

In addition to searching for specific items, more and more people are using the internet to find information about the various moto gear brands, as well as reviews of products and services. This allows riders to make informed decisions about the items they purchase and to find the best deals available.

Additionally, social mediahas allowed riders to connect with other riders, get advice, and even watch reviews and tutorials on moto gear before they buy it. This has made it easier than ever before to find the right gear for each individual rider’s needs.

Listening to Everything American Bikers Search Online with Trajaan.

Use Trajaan to identify then segment relevant queries and phrases: Determine the search queries and phrases related to motorcycle gear that are searched online – such as “motorcycle helmet”, “motorcycle jacket”, or “motorcycle boots”.

Segmenting similar queries is powerful to help you detect trending categories, beyond trending search terms.

Most searched terms on Google, USA, 2022 (Trajaan)

Exploring the Latest Motorcycle Gear Search Trends of 2022

Trending features in online search, USA, 2022 (Trajaan)

Seasonal Motorcycle Gear

Winter moto gear typically includes items such as a waterproof riding suit, waterproof boots, gloves, and a warm helmet liner. A heated vest or heated grips can also be helpful during cold weather riding.

Rain moto gear typically includes items such as a waterproof riding suit, waterproof boots, gloves, and a waterproof helmet liner. Waterproof overshoes may also be necessary.

Summer moto gear typically includes items such as a lightweight riding suit, boots, gloves, and a lightweight helmet liner. Mesh riding gear is also popular in warmer weather for better airflow. Other items such as sunscreen, sunglasses, and a hydration pack may also be necessary.

Evolution of online searches for seasonal moto gear, USA, 2022
Local affinity (search volume for 100k pop.) for winter moto gear, in 2022

Kevlar Motorcycle Gear

Kevlar motorcycle gear is protective apparel for motorcyclists that is made from the synthetic fiber, Kevlar. Kevlar is lightweight, strong, and heat–resistant, making it a great material for motorcycle gear. Kevlar motorcycle gear can include jackets, pants, boots, gloves, and even helmets.

The Kevlar helps to protect riders from abrasion in the event of a crash, and can also provide insulation from the cold or wind.

Evolution of online searches for kevlar & armored moto gear
Local affinity (search volume for 100k pop.) for kevlar and armored moto gear, in 2022

Italian Manufacturers

Dainese is a global leader in the motorcycle, bicycle and winter sports apparel and protective gear industry. They specialize in motorcycling and cycling apparel, protective gear, body armor and helmets.

AGV is an Italian motorcycle helmet manufacturer, and is one of the world’s leading helmet brands. AGV produces a wide variety of helmets for road and track, touring, off–road, and all–terrain riders, as well as for professional racing.

Alpinestars is a sporting apparel company founded in Asolo, Italy in 1963. Their products are designed for motorcycling, mountain biking, cycling, BMX, and auto racing. Their selection of apparel and protective gear includes leathers, jackets, gloves, boots, and helmets.

Most searched brand by US state (considering all queries), USA, 2022
Trending branded search queries, USA, 2022 (vs. 2021 and 2020)

What’s Hot in Motorcycle Equipment? An Inside Look at 2022 Best Marketplaces in America.

Online marketplaces with the best positioning on Google, all queries, USA, November 2022

Revzilla is an online motorcycle gear and apparel retailer founded in 2007. The company offers a wide selection of motorcycle gear and accessories from top brands like Alpinestars, Shoei, Arai, Dainese, and Icon. 


Amazon is selling motorcycle gear because it is a popular and growing market. Motorcycles are becoming increasingly popular with people of all ages and the demand for motorcycle gear and accessories has grown significantly in recent years. 

Amazon is taking advantage of this growing market by offering a wide selection of motorcycle gear, including helmets, jackets, boots, and more.

Bootbarn is an online retailer specializing in western–style clothing and accessories. They offer a wide selection of hats, jeans, tops, jackets, boots, and more. They also carry a variety of western–inspired home decor and accessories.

While only selling boots as motorcycle gear, Bootbarn has managed to get to the top of our rankings with an effective SEO strategy on key search terms like ‘men motorcycle boots’.

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