How many products do you get pitched in a day? Between endless scrolling on social media, advertisements around every corner and perpetually-overloaded inboxes, the number is probably higher than you realize.
In all that noise, deciphering what's truly worth the hype is no small feat. So, that's exactly what our shopping-savvy editors set out to uncover: Which of the latest trending products actually merit a spot in your cart?
We polled the team, and Shop TODAY editorial director Adrianna Brach stopped by Studio 1A with the hyped-up products that have earned our seal of approval over the years. From products with hundreds of thousands of ratings to the must-have everyday bag our editors swear by, these buzzworthy finds are popular for a reason.
To see the Amazon favorites worth the hype, just keep reading.
Amazon products worth the hype, as seen on TODAY
This popular French shower oil is like a cleanser and body oil in one, soothing and moisturizing dry skin while giving you a cleanse from head to toe. Plus, it doubles as a shave oil.
“Apply on wet skin and it’ll feel silky like an oil, but it works into a foam and rinses off with no greasy residue,” Brach vouches. “It’s good for the whole family, since it’s fragrance-free and won’t irritate sensitive skin... my husband and kids use this, too!”
These cooling under eye masks can help you fake the look of eight hours of sleep, thanks to hyaluronic acid, aloe and peptides that moisturize and brighten the eye area.
“I have sworn by these eye patches for years now,” Brach says. “I use them on the days I need the best of the best... to really soothe and depuff, I keep a pair in the fridge!”
Powerwash Spray Starter Kit
This dish soap, which comes with a refill, is a favorite cleaning product of our team and over 100,000 Amazon customers. According to the brand, it cleans grease and grime up to five times faster than the leading brand, and we’ve found that it really works like nothing else we’ve tried. One editor on our team even uses it to clean her engagement ring!
This is your sign to finally retire those ratty old socks with holes in them! If you've been trying to seek out higher quality products over cheaper options, these are made from 55% wool, a smart fabric choice for cold weather. They're cozy yet breathable, come in a pack of five and best fit women's sizes 6-10.
"I was influenced to buy these by the team and they're perfect for a winter sock drawer refresh," Brach says. "They hit about mid-calf so I love these under boots, clogs and slippers, or on their own around the house."
These little food-safe pan scrapers are the kitchen and home hack you didn’t know you needed. They’re easy to grip and are so effective at scraping every last bit of food residue off of pots and pans without scratching up the surface, which can be a concern with non-stick coatings and cast-iron pans. You can also use them to cut up soft fruits, portion cookie dough and even clean messes off of countertops, walls and grills.
Practical doesn’t have to be boring. Trendy for a few years now, the medium size of this nylon crescent bag is a Travel Awards winner that previously earned perfect scores across the board. The small crescent shape makes it a deceptively spacious bag, with room for everything from a water bottle to a tablet, and it’s made from a durable, lightweight nylon that’s machine-washable. Our editors love the key leash for easy access and the adjustable strap which allows you to wear it as a crossbody or shoulder bag.
More viral finds worth the hype
This bestseller with over 50,000 ratings on Amazon improves the state of your nails in just three days, per the brand. To use, apply two coats over dry, clean nails or apply as a base and top coat with your colored polish.
"I use this everydayy... it’s the type of thing that you can’t live without once you have," vouches senior entertainment editor Elena Nicolaou. "Super sturdy and easily hangs off of most surfaces so you don’t have to put your bag on the floor. Also closes up super small!"
With 90,000 customer ratings on Amazon, these popular dryer balls are made from 100% New Zealand premium wool. Commerce editor and producer Julie Ricevuto swears by them.
"These replace chemically-infused dryer sheets and liquid fabric softeners with a natural alternative that will last more than a thousand dryer loads — basically saves you money!" Ricevuto shares. "The brand says it shortens drying time by up to 25%!"
"I swear by this... It’s a must for saving your shoes from snow and wet weather and also repels dirt and oil," Brach says of this shoe spray that she reports has an easy-to-use wide mist. "It prolongs the life of my shoes and my kids' shoes, and works on most materials! Also, it's non-aerosol and not made with weird chemicals."
This tried-and-true sheet mask went totally viral last year, and our editors are among its many fans. In fact, it earned an award for best overnight face mask in our Sleep Awards.
This classic unisex beanie has amassed over 150,000 ratings on Amazon. It's available in a rainbow of shades from bright colors to neutrals and stands the test of time, per customers.
"I swear by this for TV days, but anyone can use it because it works so well for flyaways, which I have a lot of," Brach says of this "gel-serum" that holds hair in place without leaving your 'do crunchy or flakey. "I can still brush my hair after and it smells SO good. Also the applicator is large and easy to use. Wish it was cheaper but so worth it!"
We tried this new skin tint on skin types spanning oily to dry, and all four of our testers were obsessed with the texture, coverage and staying power of this complexion product — just look at those before and after photos!
Why choose between comfort and trendiness when you could get both with these New Balance sneakers? One writer loves them for everything from weekend strolls to long days at amusement parks.
This game-changing find turns your daily wake-up call into a gentle, pleasant experience. It wakes you with a combination of gentle, gradual light that mimics a sunrise and the sound of your choosing. Plus, it doubles as a noise machine to play brown or white noise as you drift off.
Meet the experts
Our team features a range of qualified experts and contributors in our broadcast segments to reveal the latest in trends, remarkable sale events and all things shopping across a variety of categories. Products were independently chosen by members of the Shop TODAY team along with Adrianna Brach.
- Adrianna Brach is the editorial director at Shop TODAY, with over a decade of experience as an editor covering beauty, fashion and shopping.
- Shop TODAY is a team of shopping editors and writers who spend hours every day finding the best new products, tried-and-true favorites and more finds available on Amazon that are worth shopping, according to our high standards.
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How we chose
The Shop TODAY editors and writers search the internet to find the best products out there. We interview expert sources, comb through customer reviews and even use our own personal experiences to make shopping easier for our readers.
As an editorial team, we independently create content and determine coverage based on research, reporting and what we think TODAY.com readers would like to read about. The goal of our content is to provide a service and inform readers who are on the hunt for the latest products to help make their life better. Items are sold by retailer, not TODAY. Pricing and availability are accurate as of publish time. Learn more about Shop TODAY.
