This round of fourth-quarter earnings are expected to be a bit of a hit-and-miss because of the disruptive macroeconomic background in which continually changing lockdown restrictions have impacted supply chains and upended business models everywhere.

Despite this, Morgan Stanley is expecting fourth quarter numbers to be achievable for most companies. In a research note dated January 25, the equities team outlines the stocks that they have the highest conviction on for  fourth quarter earnings, both from a positive and negative perspective.

Morgan Stanley lead analyst, Ross MacDonald said analysts have been prepared for a near-term drag on recovery and thus, fourth-quarter expectations have not really shifted in recent months.

The team at Morgan Stanley base their outlook for the final three months of 2020 on four components:

1) Resilient economic data

The three-month average global economic surprise index is near record highs. For the third quarter, the chart gave a good steer that earnings season would come in strong, MacDonald said.

This in turn suggests the fourth quarter might surprise to the upside, MacDonald said.

2) Reduced impact from the strength of the euro

The strength of the Euro is less of a theme compared to the third quarter earnings season as it has remained relatively unchanged. However there could be some foreign exchange headwinds that persist into 2021, MacDonald said.

3) Analyst expectations are positively skewed

Morgan Stanley surveys their sector analysts ahead of every earnings season on where they see results coming in relative to consensus. The overall skew from the survey was positive.

4) Fourth-quarter expectations remain consistent

"The lack of material downgrades heading into results is encouraging, and suggests to us that numbers are already at achievable levels – we therefore expect a solid outcome," MacDonald said.

Read more:As Redditors flood the stock market, UBS breaks down 6 options strategies investors can use right now to protect their portfolios

Stock picks:

The analysts think the biggest swing factor for price this season will be the outlook for 2021.

"Though we expect robust outcome in 4Q, we believe earnings guidance for 2021 will be the swing factor for price action this reporting season," MacDonald said. "With continued strength in the macro data, we forecast a strong profits recovery over the next two years."

Insider breaks down the 8 companies Morgan Stanley has high conviction on for fourth quarter earnings in Europe and that are rated a buy.

1. Capgemini

Ticker:CAP

Sector: Information technology

Price target:€136

Upside to price target: 9%

Catalysts: Q4 results/FY20 results on February 17, capital markets day on March 31.

Analyst commentary:"We view Capgemini as a beneficiary of any rebound, given 60% cloud/digital and easy comps throughout 2021. This is also one of the few names in our coverage where we think the company should not only be able to guide in line with street expectations, but also allow room for modest upgrades."

Source: Morgan Stanley

2. EDF

Ticker:EDF

Sector: Utilities

Price target: €16

Upside to price target: 30%

Catalysts: FY20 results on February 18 and a potential update from the French government on February 4 on its discussions with the European Commission on nuclear reform, an announcement of an agreement on this topic would be very positive for EDF, analysts believe.

Analyst commentary:"We expect two positive surprises from EDF on the day of its FY20 results: (i) 2021 EBITDA guidance above market expectations thanks to higher nuclear output. (ii) Material balance sheet relief from a change in nuclear provisions accounting."

Source: Morgan Stanley

3. Evolution Gaming

Ticker:EVO

Sector: Consumer discretionary

Price target: 850 Swedish kronas

Downside to price target: -3%

Catalysts: Q4 results on February 10.

Analyst commentary:"We see Evolution as the highest-quality and highest-growth nam ein our gambling coverage,and expect it to beat consensus expectations in FY21 through a combination of continued optimization of its tables and committed capacity growth. We also see it as the strongest play on an expanding US iGaming TAM story, thanks to its diversified customer base and product leadership in live and slots."

Source: Morgan Stanley

4. Man Group

Ticker:EMG

Sector: Financials

Price target:£1.80

Upside to price target: 18%

Catalysts: FY20 results on March 2.

Analyst commentary:"We forecast organic flow growth of ~4% over 2021-23, above peers at ~2%, driven by (i) institutional interest in the core AHL Target Risk product, which leverages Man's data-intensive approach to deliver non-correlated absolute returns with some risk mitigation, as clients look to address challenges facing their fixed income portfolio, whilst (ii) improved equity flows in 4Q20 should mark a significant improvement in momentum in core equity products led by the UK equity income product as client risk engagement picks up. (iii) We see scope for share gains in trend-following /CTA, given AHL's outperformance vs a number of peers."

Source: Morgan Stanley

5. Norsk Hydro

Ticker:NHYDY

Sector: Materials 

Price target: 47 Norwegian kroner

Upside to price target: 17%

Catalysts: Q4 results on February 12, update on EU policy, progress on cost-cutting and green growth initiatives, update on Rolled Products strategic options.

Analyst commentary:"Following a long period of operational challenges, Hydro's investment case is structurally improving thanks to own initiatives and EU policy support."

Source: Morgan Stanley

6. Santander

Ticker:SAN

Sector: Financials

Price target:€3.50

Upside to price target: 33%

Catalysts: Q4 results February 3.

Analyst commentary:"We expect NII in the UK to beat consensus in Q4, and we also see upside in Brazil with October/November system data showing a re-acceleration of credit card growth to 9%yoy growth vs. flat mid year. Additionally we expect more detail on the company´ s €1bn cost cutting plan that should encourage consensus to push it through in full."

Source: Morgan Stanley

7. Siemens Healthineers AG

Ticker:SHL

Sector: Health care

Price target:€46.40

Upside to price target: 4%

Catalysts: Q1 results for 2021 on February 1 and AGM on February 12.

Analyst commentary:"We believe the company will start off its fiscal year (ending September) with a decent quarter, supported by 1] better-than-expected demand for COVID testing supporting double-digit growth in the Diagnostics business, increasing the likelihood of SHL raising its guidance of a "low triple-digit million" revenue from COVID-19 tests in the year; and 2] a return to growth in the Imaging business driven by a stable recovery in the capital equipment market."

Source: Morgan Stanley

8. Trelleborg

Ticker:TREL-B

Sector: Industrials

Price target: 213 Swedish krona

Upside to price target: 4%

Catalysts: Q4 2020 results on February 10.

Analyst commentary: "Trelleborg should benefit from an improving growth profile at production-linked industries in 2021 and portfolio optimization offers further margin uplift. Disposal of non-core assets from the businesses under development would provide a natural uplift to group margins. With 4% potential upside to our price target, we see it as attractive in a cap goods sector context."

Source: Morgan Stanley

Read more:

• Buy these 13 stocks poised to benefit from a boom in 5G smartphone adoption, UBS says — including one expected to surge 69%
• GOLDMAN SACHS: Buy these 12 stocks set to soar at least 30% or more as they benefit from a surge of investment in Europe's digital economy
• BANK OF AMERICA: Buy these 8 US stocks poised to soar in the first quarter of 2021— and avoid these 2 at all costs

Flowhaven, a media-licensing platform based in Helsinki, has raised $16 million in a Series A funding round backed by Linkedin backer Sapphire Ventures. 

Founded in 2016, the Finnish startup helps brands manage all their licensing partnerships on a single platform, from contracts through to design and royalties.

The firm already works with some of the best known brands in the world, including Japanese gaming giant Nintendo, and has been backed by the likes of Salesforce and Global Founders Capital.

Cofounder Kalle Törmä said the firm hoped to upend the "mish-mash of disparate solutions" like spreadsheets and clunky email chains with something more streamlined.

"We've raised this latest round of financing to double down on our product so we can facilitate licensing workflows for every major entertainment, media lifestyle brand and agency in need," he said.

Insider got an exclusive look at the pitch deck Flowhaven used to bring investors on board. Check it out below:

"People hate cybersecurity training," says Sai Venkataraman, CEO of SecurityAdvisor.

And by "people" he means himself and his cofounders, who sat in such corporate trainings while all working at the same company a few years ago, wondering "How is this relevant? And why isn't this more interesting?"

Sure that there had to be a better way, the trio quit in 2018 to create a startup called SecurityAdvisor that announced a $7.3 million Series A funding round led by ClearSky Security on Wednesday. The round, which represents nearly all of the company's funding, earned it a $20.3 million valuation. 

The mission of the company is: Don't bore people – help them. SecurityAdvisor's software connects with companies' existing cybersecurity systems to turn risky issues into  teachable moments. If a phishing warning is triggered in cybersecurity software, SecurityAdvisor tells the user in a friendly alert, the way driving software warns you when you are drifting into another lane. Quick tutorials immediately show the user what happened, and data sent back to security staff shows them where employees may need more support.

"Security training was always 'don't do this,' instead of 'we're on your side to help you stay out of trouble'," Venkataraman says. "We wanted to change that."

SecurityAdvisor is configurable, and works with other cybersecurity companies – including Palo Alto Networks and CrowdStrike – to alert employees when they are about to download a suspicious attachment, click on a risky link in an email, or email something proprietary. 

"SecurityAdvisor's ability to deliver personalized coaching to build awareness and change user behavior" addresses issues that can be even trickier to keep in mind during remote work, said Peter Kuper, managing partner at ClearSky Security. 

Overall, SecurityAdvisor's data shows that its customers have managed to cut in half the number of successful phishing attacks, where employees are lured to click malicious links. 

The 25-person company based in Silicon Valley will use the funding to grow the company's product line and expand sales and marketing. 

Here is the pitch deck SecurityAdvisor used to raise its Series A:

As automakers work to make their driver-assistance systems more robust, Tesla CEO Elon Musk has said he's had early conversations with some of them about licensing the software behind Tesla's Autopilot system.

Though experts have raised concerns about the ways Tesla allows drivers to use Autopilot and how well the feature is able discourage drivers from using it irresponsibly, Consumer Reports called it one of the most capable driver-assistance system in 2020.

Two experts who follow Tesla — WedBush Securities analyst Dan Ives and Loup Ventures managing partner Gene Munster — told Insider they believe the electric-car maker will most likely end up finding a customer for its Autopilot software in the coming years.

These are the automakers Ives and Munster see as the most likely candidates to license Autopilot.

SEE ALSO: Helicopter service Blade's CEO reveals how Netflix sparked his plan to conquer the $1.5 trillion flying car game

Ford

Though Ford has "strong ambitions" around automated-driving technology, Ives believes it's behind General Motors, whose Super Cruise system was rated by Consumer Reports as the industry's best.

Ford is preparing to release a hands-free driver-assistance system during the third quarter of this year.

Read more: Wall Street's new SPAC obsession is tech Elon Musk calls a 'fool's errand.' Here's why investors think he's wrong.

BMW and Porsche

In Europe, Ives sees BMW and Porsche as the most likely customers for Tesla's Autopilot software. While there are other automakers with plenty of work to do on automated-driving technology, BMW and Porsche stand out among them, Ives said.

In its 2020 survey, Consumer Reports ranked BMW's and Porsche's driver-assistance systems in the middle of the pack.

Read more: Arrival's president reveals how his electric-van startup landed an order from UPS worth up to $1 billion

The new generation of electric-vehicle startups

Munster doesn't think an established automaker would license Autopilot because doing so would hurt its brand.

But for the EV startups preparing to launch their first vehicles in the coming years, developing automated-driving technology in-house might cost more than they can afford, Munster said.

"At the end of the day, the cost of them building something like this is unbearable," he said.

Munster said he doesn't think any member of the new generation of EV startups — which includes Rivian, Lucid Motors, and Fisker Inc. — is more likely than any of the others to strike a deal for Autopilot software.

• Read more:
• Tesla's so-so Q4 has finally given faithful investors the perfect excuse to cash in by selling stock
• 11 hot electric-vehicle startups that will revolutionize the car industry, according to VCs
• Meet the 11 top execs helping CEO Mary Barra make General Motors all-electric by 2035
• One of Apple's key execs might be moving to work on the tech giant's electric vehicle project. Here are the 3 auto companies that are most likely to build the car, experts say.

Toys R Us has been trying to make a comeback for the past year, but just closed its last two remaining stores in the US after the coronavirus pandemic hit in-store sales.

The beloved toy store seemingly rose from the dead in 2019 after it was purchased by Tru Kids Brands, which went on to open holiday pop-up shops and relaunched a website in the toy retailer's name.

The revitalization efforts came after Toys R Us filed for chapter 11 bankruptcy in 2017 and — after failing to find a buyer to help refinance the company's mounting debt — ultimately shuttered and liquidated all 700-plus stores in an emotional farewell.

Efforts to revitalize sales ultimately appear to have failed, as current pop-up stores don't actually generate any money for the brand— with toy manufacturers keeping all the profits — and the website only redirects users to make purchases on Amazon.

We took a closer look at the history of the historic toy company over the years. 

Toys R Us was founded in 1948 by Charles Lazarus after he returned from World War II.

Lazarus was inspired by what was then the emerging post-war "baby boom" and sought a way to capitalize.

The company started as a baby goods and furniture store called Children's Bargain Town in Washington, DC.

In the subsequent years, Lazarus began expanding into toys and the company officially adopted the name Toys R Us in 1957.

Over the next two decades, Toys R Us played a significant role in putting iconic toys on the map for American youngsters, such as Mr. Potato Head.

Lazarus was able to corner the market by buying and selling so many toys that he could negotiate more lucrative contracts than his competitors.

The company was also known for bringing big names in for promotional events or philanthropic work, such as NBA Hall of Famer Magic Johnson.

Kids and their parents would line up for hours to meet their favorite stars — and do a little shopping while they were there.

In 1966, Lazarus sold the company to Interstate Sales to help finance a larger national expansion.

According to Encyclopedia.com, he transitioned from chief executive to head the Toys R Us division, which was already thriving at profits of $12 million.

In 1969, Toys R Us developed its beloved Geoffrey the Giraffe character.

The mascot became synonymous with the brand and its advertising campaigns over the decades.

In 1974, parent company Interstate Sales filed for bankruptcy.

Lazarus handled the restructuring process, according to USA Today.

Lazarus sold off struggling pieces of the business and got the company back on track.

In 1978, it was able to file its initial public offering.

In 1983, the company opened a clothing store spinoff called Kids R Us.

The Toys R Us empire was steadily expanding.

Lazarus eventually stepped down as chief executive in 1994.

The move signified a series of woes for the brand, including high executive turnover and the looming pressure of ecommerce.

Building upon the success of Kids R Us, the company expanded into baby clothing with Babies R Us in 1996.

The stores saw success with selling baby-related merchandise.

In the 1990s and early aughts, Toys R Us began expanding into major cities like New York.

In the Big Apple, Toys R Us opened its iconic multi-story store with a fully functioning Ferris wheel in 2001.

Around this time, Toys R Us and its spinoff brands began to experience mounting competition from fellow big-box stores like Walmart and Target.

In fact, according to The Associated Press, in 1998, Walmart had already surpassed the company as the top US toy seller.

The mounting competition led to the eventual closure of Kids R Us.

All 146 Kids R Us stores were closed in 2003.

In 2005, a conglomerate of private equity firms — including Bain Capital, Kohlberg Kravis Roberts, and Vornado Realty Trust — purchased Toys R Us for $6.6 billion, taking the company private in the process.

According to USA Today, the plan was to boost Toys R Us sales and position the company for a stock offering that would allow investors to cash out.

In an attempt to compete with the ecommerce boom, the company purchased Etoys.com and Toys.com in 2009.

That same year, it bought KB Toys and the famed New York City toy store, F.A.O. Schwarz.

In 2010 the company registered once again to go public.

However, by 2013 it withdrew from the process due to sales slumps, according to USA Today.

In 2015, Dave Brandon – formerly the CEO of Domino's Pizza — took over the helm of Toys R Us.

According to USA Today, Brandon marked the fourth CEO over the course of 16 years "tasked with turning the company around."

Still, the company continued to struggle, especially during the 2016 holiday season.

According to Business Insider, the chain lost significant traction to ecommerce giants like Amazon, Target, and Walmart.

The company officially filed for Chapter 11 bankruptcy protection in September 2017.

The chain hoped to gain control of its debt and continue to operate its 1,600 stores around the world as normal, according to the Washington Post.

With its hopes for a financial savior ultimately dashed, Toys R Us announced in March 2018 that it would liquidate and permanently close all of its 700-plus stores across the US.

According to Business Insider, the decision threatened the jobs of the 33,000 people employed by Toys R Us at the time.

That same year, the company issued an emotional goodbye as it prepared to permanently shutter its Toys R Us and Babies R Us websites.

"We encourage you to stop by your local store and take full advantage of the deep discounts and deals available," the message read. "Thank you for your business and support over the years."

It was later announced that gift-card holders could use any remaining funds at Bed Bath & Beyond stores, according to Business Insider.

The CEO of the toy company MGA Entertainment issued a last-minute bid of $890 million to save the company.

However, the offer was ultimately rejected by Toys R Us.

Throughout the rest of 2018, stores like Walmart began to position themselves to take over the void left behind in the market by Toys R Us.

The chain strategized to overtake Toys R Us's legacy by adding mass amounts of baby-related products to its inventory.

By the fall of 2018, abandoned Toys R Us stores had been temporarily converted into Halloween costume shops across the country.

According to Business Insider, Halloween costume retailers Spirit Halloween and Halloween City set up shop in the abandoned stores but kept most of the remaining Toys R Us signage and wallpaper.

Read more:Dead Toys R Us and Babies R Us stores are being resurrected as Halloween costume shops

In February 2019, Toys R Us appeared to rise from the dead when Tru Kids Brands purchased the rights to the company.

Tru Kids Brands also purchased the rights to the Geoffrey the Giraffe mascot with plans to revitalize it.

Later that year, Tru Kids Brands announced it would open a series of holiday pop-up stores under the Toys R Us name.

The stores would sell popular toys directly from manufacturers, meaning that any sales would directly go to the toy companies rather than Toys R Us.

Read more:Toys R Us is officially back from the dead, but its new stores won't actually make any money selling toys

In October 2019, the company announced it was back online but with a catch — you couldn't actually buy anything directly from the Toys R Us site.

Instead, users would be directed to make purchases from Target's website.

In fall 2019, empty Toys R Us stores were once again used for Halloween purposes — this time to host haunted houses.

The haunted houses were a far cry from the joy-filled Toys R Us stores of the 1990s.

In August 2020, it was confirmed that Toys R Us had ended its partnership with Target.

Toys R Us would now partner with Amazon as its fulfillment partner, according to Business Insider.

The coronavirus pandemic has decimated in-store sales for many retailers, including Toys R Us.

CNBC reported in January 2021 that the retailer was facing hardships due to dwindling in-store sales amid the coronavirus pandemic. As a result, the chain's last two remaining stores in the US officially shuttered for good, bringing an end to a years-long ordeal to attempt to revitalize the brand.

The final stores were in Texas and New Jersey, Bloomberg reported.

"Consumer demand in the toy category and for Toys 'R' Us remains strong and we will continue to invest in the channels where the customer wants to experience our brand," a Tru Kids spokesperson told CNBC.

Read more:The last 2 Toys 'R' Us stores in the US have closed down after the COVID-19 pandemic hit sales

While Toys R Us technically still exists online and on social media, the brand is a shadow of what it once was.

Gone are the days of shopping for the latest toys and gadgets at your local Toys R Us store.

Despite home prices hitting record highs across the country, there are still some US cities where property values are expected to rise even more in 2021.

Most of those cities are in the Sun Belt, according to new Zillow research. The online real-estate marketplace collected data and made predictions about the places it believes will be the hottest housing markets of 2021. Spots in Florida, Texas, and Colorado made the list.

The Sun Belt, the stretch of about 15 states across the southern US, from Virginia and Florida in the east to southern California in the west, earned its moniker for its balmy climate and its reputation for growth in both population and economic metrics.

A panel of real estate experts and economists surveyed by Zillow projected that home values in five metropolitan areas — including Denver and Tampa — are expected to grow the most in 2021.

Such forecasts are useful for both individuals on the hunt for primary residences and real-estate investors who might want to either purchase and resell a property or invest in one to rent out for passive income. The potential for future home-price increases is particularly important for those making decisions about where to buy real estate.

Pricey areas on both coasts, like New York and San Francisco, are predicted to fare the worst against the national average, according to Zillow.

Claiming first place in the ranking for the second consecutive year is Austin, the Texan capital that is experiencing a deluge of residents from both the Big Apple and the Bay Area as major companies and big-name executives either relocate or open outposts there.

Here are the five cities whose housing markets are predicted to perform the best in 2021. 

SEE ALSO: 7 cities real-estate investors should target in 2021, from the 'clever investor' who went from $30,000 in debt to flipping over 1,000 houses

READ MORE: Elon Musk and other tech powerhouses are flocking to Texas, pushing an already bonkers real-estate market to new heights. Take a look inside Austin, which is quickly becoming the next Silicon Valley.

5. Denver, Colorado

The Colorado capital is home to around 700,000 residents, where homeowners and renters each represent equal halves of the housing market. The city ranks 11th on Niche's list of best US cities for young professionals and 27th on the list of healthiest places to live in America. 

The median home value in the Denver metro area is $481,402, according to Zillow, which predicts values will increase by 7.6% over the next year. 

4. Tampa, Florida

Tampa is home to just over 375,000 people, and about 52% of residents rent their homes. The sprawling Gulf Coast city is ranked among the best places to live in Florida and the best cities to retire, according to Niche. 

The typical value of a home in Tampa is $272,167, according to Zillow. Over the last year, Tampa home values have gone up 10.9%, and Zillow predicts they will continue to rise over the next year. 

3. Nashville, Tennessee

Trendy Nashville is home to just under 700,000 residents, where, according to Niche, 54% of residents own their homes. The Tennessee capital is ranked 47th on the list of best cities to buy a house in America and 57th on the list of best cities for young professionals in America. 

The median home value in Nashville is $335,000, according to Redfin, which reports home prices have increased 2.2% over the last year. 

2. Phoenix, Arizona

With a population north of 1.6 million, Phoenix has an urban-suburban feel and a 54% homeownership rate, according to Niche. Phoenix ranks 56th on the list of most diverse cities in America and 65th on the list of best cities to retire in America.

The median sale price of homes in Phoenix is $317,000, according to Redfin, which reports that value has jumped 13.2% year-over-year. 

1. Austin, Texas

With a population just under 1 million, Austin is experiencing a boom thanks to an influx of tech companies and executives. The Texas capital ranked 17th on the list of top US cities for young professionals, 33rd on the list of best places to raise a family in America, and 23rd on the list of best cities to live, according to Niche.

The city's typical home value has risen 12.8% over the last year and now stands at $437,800, according to Zillow, which predicts Austin home values will continue to to rise over the next year. 

• Sledding is an entertaining (and exciting) way to spend a snow day, but the kind of sled you use makes a big difference.
• A snow sled should have enough surface area for one to two people, a design that delivers a smooth ride, and some form of steering for added stability. 
• Our top pick, the Slippery Racer Downhill Xtreme Toboggan Snow Sled, is a swift and stable sled that's large enough for two people. 

Sledding is a winter pastime that's as thrilling as it is fun. Not only is it a popular recreational activity for people of all ages but variations of sledding (i.e. the luge, skeleton, and bobsled) are beloved Olympic sports. Regardless of whether you're gunning for a gold medal or just want to see how fast you can go careening down a snow-filled hill, you'll always need that one thing that gets you from Point A to wherever you land on Point B: A snow sled. 

But not all sleds are created equal, and you don't even need a genuine, by-the-book sled to get downhill. In addition to those classic metal and wood sleds, you can also use a plastic toboggan-style sled, an inflatable intertube, and even a round saucer (and who hasn't just used the lid to a garbage can?). 

If you crave the thrill of downhill snow sledding but aren't sure which sled variant is best, we have you covered: The following guide includes some helpful tips and info on the best sleds for a range of use cases. With one of these sleds, you'll be able to turn any normal snow day into a snow sled day. 

Here are the best sleds:

• Best sled overall: Slippery Racer Downhill XTreme Toboggan Snow Sled
• Best inflatable snow tube: A-DUDU Inflatable Snow Tube
• Best classic runner sled: Flexible Flyer Steel Runner Sled
• Best saucer sled: Lucky Bums Powder Coated Metal Saucer

Best sled overall

The Slippery Racer Downhill XTreme Toboggan Snow Sled was designed for top speeds, but it's also stable enough for a parent and child to safely enjoy together.

Pros: Fast on most types of snow, fits adult and child, durable plastic body

Cons: Bottom scratches and loses slickness over time

The Slippery Racer Downhill XTreme Toboggan Snow Sled is the closest adult-sized approximation to the sled I used as a kid. It has the classic plastic toboggan shape with a few upgrades I would've been glad to see as a kid but that is certainly enjoyable today.

These include cutout handles for a secure grip and easy carrying, a proprietary IceVex cold-resistant coating that helps prevent cracking and scratching, and construction using such a durable yet flexible plastic that the sled can bend to 90 degrees without breaking.

The bottom of the 48-inch long Slippery Racer toboggan is smooth and slick, helping it to glide over all sorts of snow, from soft, fresh powder to heavier, wetter packed snow. The sled features a slight taper toward the front that increases its dynamic performance and also serves to accommodate a smaller rider during an adult-child tandem ride.

While you should always avoid rocks, trees, and other solid objects during a sled ride, should you endure an impact with some such obstacle, know that the sled can take the abuse without breaking. That's backed up by a yearlong warranty Slippery Racer throws in with each purchase.

And while the Slippery Racer Downhill XTreme Toboggan is an adult-sized sled, it's also more than suitable for kids.

Best inflatable snow tube

The A-DUDU Inflatable Snow Tube gives a swift, comfortable ride down the hill, and its air-filled design cushions riders against the jolts and bumps along the way.

Pros: Smooth and comfortable ride, supports up to 250 pounds, easy to store when not in use

Cons: Requires inflation prior to use, cannot be steered or controlled

One of the best things about an inflatable snow tube is the fact that when it's not being used, it can be deflated, folded up, and stored in a cabinet or drawer. That makes the A-DUDU Inflatable Snow Tube a great choice for the apartment-renter for whom free space is at a premium.

This tube can zip riders up to 250 pounds down a snowy hill at great speed. The A-DUDU Inflatable Snow Tube measures 47-inches in diameter, easily supporting larger, taller adults, and is suitable for use by two kids at the same time, provided they're ready to share those handles.

The rugged PVC exterior of the tube resists tears and punctures and resists cracking even in temperatures as cold as negative 40 degrees Fahrenheit. The tube inflates quickly by mouth or with an air pump and stays sealed shut thanks to a double-locking valve.

Snow tubes might be nearly impossible to control, but they do absorb many of the bumps and jumps along the way, thanks to that huge cushion of air. And besides, less control means more excitement.

Best classic runner sled

The Flexible Flyer Steel Runner Sled is a timeless classic made with a birch wood deck and red steel runners.

Pros: Steering bar controls direction, beautiful classic style, last for years

Cons: Rather expensive, greater risk of injury than with other sled types

You could easily be forgiven for buying the Flexible Flyer Steel Runner Sled as a piece of faux-vintage decoration. It would look great beside the fireplace, above the mantle, or among the collection of wacky tchotchkes on the wall of a casual dining restaurant. But where this sleigh-style sled truly belongs is flying down a snowy hill at high speed.

Though a wood and steel runner sled may look antiquated, there's a reason they've been produced since the late 1880s: They flat-out work. While not suitable for use on fresh powdery snow, in the right conditions, this sled is as fast as almost any modern option while also allowing you to control your ride.

With a flexible steering bar at the front of the sled, you can steer right or left and enjoy the ideal route down, avoiding obstacles and people and hitting jumps and drifts, if that's your thing.

The sled is recommended for ages five and older and can accommodate most adults. I'd probably recommend you wait until the kids are a bit older than five, personally, as the chance for injury is a bit higher with this sled than with a plastic toboggan or inflated snow tube. Wood and steel just hurt more than plastic.

Best saucer sled

The Lucky Bums Powder Coated Metal Saucer might be impossible to steer, but it's also basically impossible to ride without a smile on your face.

Pros: Works on most types of snow, built to last for years, suitable for a wide age range

Cons: Impossible to steer

If you've seen the classic comedy "Christmas Vacation," starring Chevy Chase, then you know a flying saucer style sled can potentially lead to a tragicomic tableau. Skip the extra grease on the bottom, and you should be able to enjoy this saucer without quite as much risk of personal injury as Chase's Clark Griswold while still having lots of fun this winter.

The lightweight but virtually indestructible Lucky Bums Powder Coated Metal Saucer is fun for kids and adults alike thanks to the simplicity and durability of its design. Even a smaller child or a larger adult should be able to fit on this sled thanks to its 25-inch diameter. You'll just have to sit cross-legged, of course. And despite being made of metal, the saucer only weighs six pounds, so even a younger child can carry it back up the hill.

You can't steer a saucer — that much is important to know going in — but they also tend to work well on all sorts of snow, from slush to ice to powder to those perfect large, downy flakes. While a runner sled bogs down on lighter, fluffier snow and a toboggan can sink into slushier snow under a larger rider's weight, this smooth disc will slip along over all sorts of wintry precipitation with ease.

Check out more Insider Reviews winter gear guides

The best snowshoes

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• Snowshoeing is a fun and casual winter activity that's easy to pick up, but it can also be extremely challenging.
• Snowshoes vary in style with some designed for runners, those meant for walking around town, and others with added traction for slick terrain. 
• Our top pick, the MSR EVO Ascent, is a great all-around snowshoe with a high level of traction, and a stable, comfortable fit.

Snowshoeing is one of the best ways to get outside and enjoy the winter landscape, whether you're out for a run, enjoying a hike, or traversing town after a snowstorm. The shoes keep you afloat while treading through packed snow or powder and provide much-needed traction in slippery conditions. 

Each pair of snowshoes has its own recommended range of use, not unlike the way some pairs of hiking boots are better for varied terrain than others. Some snowshoes are made for walking while others are designed specifically for winter running or serious backcountry expeditions. Though this level of variety is welcome, it does make it a little difficult to pick out the right pair. 

To narrow down the best currently available, we tested a number of options from a who's who in the snowshoe industry, including brands like Atlas, Crescent Moon, and MSR. During our testing, we found snowshoes fit for a range of use cases, ranging from those meant casual outings to others intended for steep inclines or difficult terrain.

At the end of this guide, we've included some insight on how to shop for a pair of snowshoes and what to keep in mind, as well as information about our testing methodology and the answers to some frequently asked questions. With our advice below, you'll be able to more confidently choose a snowshoe that'll have you better prepared for whatever winter throws at you.

Here are the best snowshoes:

• Best snowshoes overall: MSR EVO Ascent
• Best snowshoes for steep climbs and rugged terrain: Atlas Helium Mtn
• Best snowshoes for casual outings: Crescent Moon EVA
• Best snowshoes for traction: Kahtoola Microspikes Traction System
• Best snowshoes for runners: TSL Snowshoes Symbioz Hyperflex Racing Snowshoe

Best overall

For walkers and hikers looking for one pair of snowshoes for every kind of adventure, MSR's EVO Ascent is what you need. It's a user-friendly snowshoe that's easy to adjust and highly versatile. 

Pros: Highly stable, provides excellent traction on a variety of terrain, great for day hikes or casual strolls

Cons: Its highly useful tail extender isn't included, the rigid deck was loud on icy terrain

A great do-everything snowshoe, MSR's stable and high-traction Evo Ascent has enough traction for backcountry adventures without feeling too aggressive when worn on day hikes. The shoes feature toothy underfoot rails that work in tandem with an aggressive toe claw to offer incredible traction, whether you're on ice and hardpack, or just soft snow. 

The EVO Ascent is built on a highly durable, injection-molded plastic deck that supports both big and smaller feet equally well. The binding fits almost any boot but because of its unique attachment system, which needs to be extremely tight to keep this shoe on, it worked best with hiking boots and shoes, or even bulky winter boots. When I was wearing sneakers or sneaker-like hikers, the tightened straps felt too tight. Once the straps were secured, they stayed tight through hours of ups and downs, even on stretches of off-camber side hilling. When it got steep, I was even able to flip up the heel lifter without taking off my gloves.  

Another feature that made these shoes so versatile was its modular tail. By adding MSR's six-inch deck extender (unfortunately, sold separately) I could turn my everyday snowshoe into one capable of handling deeper powder or that would hold up when I'd carry a heavy pack for winter camping.   

And although it has aggressive traction, it's designed in such a way that on more mellow adventures, it was fun, not a burden. The EVO Ascent has been my favorite snowshoe this season.

Best for steep climbs and rugged terrain

The Helium MTN from Atlas is the most comfortable snowshoe I've worn, and, it's one I'd depend on in challenging conditions and advanced, rough terrain.

Pros: Comfortable and supportive even in rough terrain, lightweight at just over 3 lbs., uses a Boa binding to dial in a perfect fit

Cons: Expensive

Light, tough, and aggressive, Atlas' Helium MTN is a comfortable and supportive snowshoe, even in the most challenging terrain. It has some of the best traction of any snowshoe I tested, too, capable of getting me through a particularly icy hike up a mountain without the need for added traction via crampons.

The Helium's composite deck is flexible at both the tip and tail which allows the vertical rows of ice-biting teeth and an under-toe claw to always be in contact with the surface you're walking on. This makes icy stretches of open rock far easier to navigate. As the shoe flexes, it also sheds snow so there's never heavy buildup on the deck weighing your foot down as you haul it along.

The deck also features several big cutouts throughout, but Atlas kept enough deck material to keep the shoe afloat in soft and deep snow. This unique design also let Atlas keep the shoe light as it weights around just 3 lbs. 3 oz. per pair.

The Helium MTN's Boa-tightened binding slides on flexible plastic rails that wrapped across my foot securely while comfortably cradling it even on rugged terrain. The binding avoids any pressure points caused by individual forefoot straps, too. The pull-to-tighten Voile-style heel strap was secure and didn't slip off my boot heel regardless of what I was wearing on my feet — be it standard hiking boots or bulky, insulated winter footwear.

Under the heel, these shoes have a wire heel lift that takes the stress out of steep climbs, and can be adjusted without taking gloves off (though, when I was wearing mittens, I did need to remove one to pull up the lift). When I was back on flat ground, I was able to click the lift down with my gloves (and mittens) still on.  

Even though these are some of the most expensive snowshoes, they're highly worth it. They work with a wide variety of footwear, deliver both great float and excellent traction, and avoid unnecessary no snow buildup, making them a great winter investment.

Best for beginners

For easy cruising and mellow outings, Crescent Moon's EVA Snowshoes welcome anyone to the sport.

Pros: Easy to put on and take off, rockered design propels you forward, works well on packed powder or pre-groomed trails

Cons: Only come in one adjustable size, light to moderate grip doesn't do well on icy inclines

The Crocs of the snowshoe world, Crescent Moon's EVA Snowshoe is molded from the same rubbery, spongey material used in sneaker midsoles instead of composite, plastic, or aluminum like most other snowshoes. It has a simple and user-friendly binding and isn't intimidating to use, even for newbies headed out for winter walks on hard-packed snow and groomed trails.

Like a running shoe, Crescent Moon's EVA Foam Snowshoe features a rockered design, so it actually propels you forward as you walk. The snowshoe's platform flexes with each step to roll you into the next one while simultaneously keeping you afloat. 

These are best for packed powder and groomed trails as foam sneaker treads do well to grip those kinds of surfaces. The grip is enhanced by seven low profile underfoot ice spikes set in the foam tread that can also keep you striding with confidence when it gets a little slick underfoot. 

Because this snowshoe is made from foam, not only is it shock-absorbing but it insulates your foot from the cold snow underneath. It's also aggressively curved, which is hard to get used to right at first but when you do, its curved chassis is a dream on uneven terrain (and it doesn't kick snow up your back like others do). 

The EVA's simple Velcro strap binding was secure enough for flat to rolling terrain but it doesn't fit bulky footwear that well, so you'll want to wear a low-profile boot or regular shoes. It's important to keep snow out of the Velcro, too, as the bindings are much more inclined to come undone if that happens.

Its Velcro bindings are intuitive and the metal spike-enhanced foam traction lugs provide plenty of float and make the snowshoeing a breeze. Its aggressively rockered sole rolls you right into the next step, so you'll never felt like you're dragging any extra weight on your feet. It helps that these are virtually unbreakable, too.

Best for traction

MicroSpikes are an excellent tool for icy hikes, or when there's a lack of deep snow but you still need added traction.

Pros: Highly portable, easy to slip on, they provide incredible traction, perfect for hikes that mix both snow and ice

Cons: Not a traditional snowshoe that provides float

When you don't need float, but you do need traction, Kahtoola's spike and chain shoe covers serve up exactly what you're looking for. I've used these for years for winter hiking throughout the Northeast and continue to make sure these are stashed in my winter kit any time I leave the house.

Each Microspike has 12 triangular hardened-steel spikes attached to ice-biting chains threaded onto a stretchy, silicone-rubber harness through reinforced eyelets. The spikes are 3/8 inches long and heat-treated to avoid bending under strenuous conditions.

To put the Microspikes on, you just need to loop the front edge of the harness over the toe of your shoe or boot and stretch the Microspike until you're able to hook it around your heel. Metal toe bales hold the spikes in place once they're on, and when you're done, it takes just a few seconds to remove them. They're even compact enough that they pack easily into a tote sack about the size of a small orange, and they weigh just 11.9 oz. in size medium.

MicroSpikes have been one of my most trusted winter walking aids for years and they were even recently updated with a significantly lighter elastomer harness than previous versions. Now, the attachment stays stretchy down to -22°F.

Because Microspikes use flexible chains to connect the spikes, I never once had them break on me, and I've used them for years for hikes across New York's Adirondacks or through Vermont's exposed, rocky highest peaks.

Best for runners

TSL's Symbioz Hyperflex is a great shoe for runners. They're efficient, light, and have plenty of traction on packed trails while also providing added grip on the occasional patch of ice.

Pros: Flexible frame makes running feel relatively natural, binding can be pre-set

Cons: Hard to fit on those with big feet/shoes

Running snowshoes have their own set of specific design demands. When running on snow, not only do you need float but you want a binding that won't pinch your feet through lightweight running shoes. You need enough traction to avoid slipping on ice yet you want to be able to move fast (so you can't be weighed down). 

Few snowshoes check these boxes but TSL's Symbioz Hyperflex does it all. Made for snowshoe racers and runners, these have a composite frame that flex as you push off the snow. That flex makes running feel much more natural than when wearing a stiff snowshoe, even if it's a small one. It does take a few minutes to get used to them, but you'll quickly settle into a natural running stride (or, about as natural as it can be with a snowshoe strapped to your foot). 

Most snowshoe bindings I've tried haven't worked with my running shoes, either crushing my foot by the time they're tight enough or coming lose despite feeling just right. The Symbioz Hyperflex has an adjustable webbing binding riveted to a flexible toe cup that holds sneakers firmly without squeezing. It's quick to get on and off and also lets you pre-set it for your sneaker size so you won't have to fiddle with adjusting straps when you just want to head out the door. The webbing easily extends, too, if you want to take these on a casual walk and sport hikers instead of running shoes.

Four steel spikes on the Symbioz base deliver enough traction to run up slick hills and can prevent you from wiping out on icy straightaways. Cutouts and molded snow-probing cleats in the composite deck gripped on hardpack and packed powder providing enough stable footing to efficiently propel forward with each step.

The exaggerated turned-up toe helps prevent you from catching a toe on a chunk of ice or snow, and it's rockered design helps maintain momentum (and doesn't fling snow everywhere). They're an incredibly light 1.4 lbs. per pair (less than half the weight of other snowshoes), which help feel like there's barely anything strapped to your feet.

Snowshoes FAQ

What are the different types of snowshoes?

There are several variations of snowshoes and some are better for walking on beginner-friendly trails, while others are best for those who want to go off the trail entirely. 

Recreational/flat terrain: Entry-level models fit in this category, as these snowshoes are aimed at beginners. They're made for walking across a field or on a novice trail. They have simple systems for gaining traction and work well for hard-packed snow. You'll often see a wide tail on these types of shoes to help with balance.

Running/rolling terrain: When hiking on normal trails in hilly areas, these types of snowshoes have a nice mixture of performance and comfort. They aren't made for the steepest conditions, but they do have solid bindings and mid-level crampons. This will be the most common style of snowshoe for most people. If you want more of an aerobic workout, look for a shoe in this category with a tapered tail.

Backcountry/mountain terrain: When hiking on difficult trails or when hiking to a remote area for snowboarding, you'll want some top-end snowshoes. These shoes often are small, allowing the wearer to have more control while hiking on icy and steep terrain. You'll find strong, highly adjustable bindings on these shoes to ensure they stay on your feet, as well as aggressive crampons for maximum control.

How do you pick out the right size of snowshoes?

When you think of the size of the snowshoe, you don't want to think about the fit on the foot, as you do with other types of shoes. A snowshoe size refers to the amount of coverage area the snowshoe has. Use the right size of snowshoe and you'll enjoy wearing it a lot more.

Larger shoes: A larger snowshoe will be one that has a lot of surface area, such as 10 by 30 to 36 inches. Men's snowshoes will be larger than those designed for kids or women, so they can carry more weight. You'll also want a larger surface area if you plan to be carrying a large backpack while hiking. Aluminum shoes offer the largest surface area, although composite snowshoes can accommodate tails to gain a larger surface area. Snowshoes with larger surface areas work better on powdery snow.

Medium-sized shoes: For average-sized people, you can make use of an average-sized surface area, such as 9 by 25 to 30 inches. If you're going to be hiking with a day pack, an average-sized snowshoe should work well. Aluminum sized shoes are available in this size, or you can use a composite style shoe with a smaller tail.

Smaller shoes: Kids snowshoes and some women's shoes will fit in this category, where you'll see shoes 8 by 25 inches and smaller. If you are going for a day hike with little to no extra gear, a small size of snowshoe works well. Both aluminum and composite snowshoes fit in this category. If you'll be walking on icy surfaces or hard-packed snow, a smaller sized snowshoe will work well. You'll likely want to use the smallest shoe or boot you can because smaller shoes are easier to control.

When seeking a snowshoe, you should see a recommended load or a user weight range for individual pairs of snowshoes. This number can help you figure out the best snowshoe for your weight and the load you'll be carrying. Some people even own multiple sizes of snowshoes to accommodate different snow conditions and loads that they'll be carrying on a particular day.

How to shop for snowshoes

When shopping, it's important to keep in mind that the bigger the snowshoe, the more float it will have. In deep snow, a larger surface area keeps you from sinking into powder. Conversely, the size of your shoe is less important in shallow snow, though it's worth noting that a smaller shoe will be lighter and much easier to maneuver. We recommend opting for a small shoe if you're trying to move quickly in packed snow, or if you're snowshoe running. 

Most snowshoes come in a range of sizes, and each size has its own specific weight rating. The correct size of snowshoe depends on your trail weight, which includes not just your body weight but also whatever you're carrying, like a backpack, a set of skis, or something similar.

You'll find that many snowshoes come standard with ice-gripping metal teeth, or spikes, on the bottom. Some also have molded plastic or foam ridges that help improve grip in soft snow. A heel lifter also comes in handy when traversing uphill. These are small wires that flip up to raise your heel off the deck of the snowshoe, making inclines far easier while taking the bulk of the stress off your calves. 

Picking out the right snowshoe binding is also important. You'll notice these come in a variety of sizes, as some are meant for running shoes (and are inherently smaller) while others are for big winter boots. You'll want to choose a snowshoe with a binding that matches your preferred footwear, and one that's suited to the kind of walking or hiking you plan to do. Also, If you're hiking strictly on ice (and not on snow), spiked traction that slips over your shoes are a much better choice than a full-on snowshoe.

How we test snowshoes

Each pair of snowshoes in this guide went through a series of on-foot and on-snow tests to see how well they compared based on these four categories: Performance, fit, durability, and value. Here's how we specifically considered each category while testing:

Performance: Though we tested a variety of snowshoes with a range of use cases, there were still a few key performance traits we looked for in each pair: traction and stability. For the pairs meant to give you float on deeper snow, we looked at how well these held up on both fluffy powder, as well as packed snow, along with how well they did in terms of providing traction and stability underfoot. For those meant strictly for hardpack (like the pairs intended for runners), stability and traction were the highest priority.

Fit: An ill-fitting snowshoe can make even a casual jaunt around town an annoying affair. To judge this, we looked at how easy the fit system was to use, whether the straps stayed snug or go loose over time, and how the system fared across a variety of shoe and boot choices. We've noted where some shoes fit tighter than others, as well as how they worked with regular tennis shoes or hiking boots.

Durability: Most snowshoes are designed to take a bit of a beating, as they're essentially extensions of your hiking boot (and are built to take on rugged terrain). However, testing for durability is more than just assessing build strength but also how well the fit system holds up to long-term use, if the built-in or attached spikes chip away on rougher terrain, and if the structure of the shoe can handle constant stress. 

Value: A snowshoe's value is a combination of the three categories above, as well as how much of an investment it entails. We often recommend that it's better to spend more on a premium pair of snowshoes than to spend less, more often on an inferior product.

It's no secret that Amazon has been successful as of late: The retail behemoth's 2020 third-quarter earnings report outlined a 39% jump in North American revenues as consumers stayed home and ordered more products for delivery. Non-Amazon products — goods sold by third-party sellers — represented 54% of items sold in the third quarter, the company reported. 

For these sellers, Amazon functions much like a search engine, and the competition to rise to the top is fierce, said Lori Barzvi, CEO and founder of footcare company LOVE, LORI and inventor of Amazon bestseller My Solemate.

"I started selling on Amazon in 2014, when there wasn't much competition — but you still had to understand how the site's algorithms worked, how to identify and source the right products, and how to reach your audience," Barzvi said.

"Learning how to do that and do it well took me about two years of taking courses and talking to and learning from other Amazon sellers. You have to stay on top of the changes and continue to learn, otherwise you will get left behind," she added. But today she works with a company that specializes in sponsored ads.

Barzvi's revenues, and those of thousands of other sellers like her, are boosted by accentuating the visibility of their products through such ads and other means.

Amazon's success has turned the companies who help sellers into juggernauts of their own: According to company data, Amazon advertising platform Quartile, for example, manages more than $1 billion in sales for more than 2,300 brands.

Advertising revenues are a growing source of income for Amazon itself: In the third quarter, the category largely composed of these funds grew more than 50% to $5.4 billion.

Amazon offers a wide range of advertising products for sellers to choose from. However, for most small and medium-sized businesses, the process will begin much as it does on Google — with keywords that have an enormous impact on how all the rest plays out.

Here's a look at some of the top companies steering brands through the Amazon selling experience, and the venture capitalists that fund them. 

SEE ALSO: Amazon Web Services has led to an entire booming industry of tech companies that help keep cloud costs under control. Here are 10 players in the space.

Pattern: an international Amazon marketing team for hire

Total funding: $52 million, according to Crunchbase

Investors: Ainge Advisory, KSV Global, Duchossois Capital Management, Carlson Private Capital Partners

For sellers who are tired of the day-to-day grind but aren't ready to exit their business completely, Pattern represents the middle ground. The company buys out brands' inventories and handles marketing on Amazon and fulfillment, while the seller retains ownership and creative control of the company.

This model is a win-win for many. John LeBaron, chief revenue officer, told Insider the company's Amazon's number-one seller of health and personal care items.

"Our acceleration platform and industry experts manage a brand's ecommerce from soup to nuts: We buy their inventory, sell their products on global marketplaces, tackle fulfillment, and help brands achieve profitable revenue growth and price control," LeBaron said. 

LeBaron said this formula has helped Pattern attract some of the world's most recognizable brands, including Nestle, Skechers, Pandora, Kong, and Panasonic. Existing partners report an average revenue growth year-on-year of 40% over the past three years, he reported. 

Pattern's strength isn't only its stem-to-stern approach to sales management, but also the fact that it can carry global brands into global marketplaces. The company maintains a strong international presence — Pattern reported that its Asia office experienced 960% growth in 2020. Additionally, the company helps brands not only navigate Amazon in international marketplaces, but also the homegrown ecommerce marketplaces native to various countries. 

SEMRush: a safe way to get visibility without breaking Amazon's rules

Total funding: $40 million, according to Crunchbase

Investors: Siguler Guff & Company, Greycroft, e.ventures

Founded in 2008 by Oleg Shchegolev and Dmitri Melnikov, search engine marketing leader SEMrush put the data-driven mindset that made them a success in driving results on Google and Bing to work for Amazon sellers.

It launched Sellerly in May 2019. The company initially provided a tool that optimized Amazon listings through split testing; then, in 2020, Sellerly expanded to provide more data-driven tools designed to improve Amazon listing performance by auditing and optimizing content, monitoring changes within listings, and analyzing traffic channels of competing products.

"We believed that our knowledge and experience in digital marketing and SaaS development would allow us to create something different from other tools," said Chief Strategy Officer Eugene Levin. "Our tools are designed to influence visibility, traffic, and conversions — providing simple metrics that can have a measurable effect on the revenue of each product."

Among other things, Sellerly helps its clients stay in accord with Amazon's sometimes byzantine compliance rules and steering clear of the kinds of potential suspension threats that can dog third-party sellers.

SEMrush's suite of tools have netted the company 314% revenue growth from 2017 to 2019, according to the company, which develops its ideas from the user base up.

"The sellers' community has been a great source of ideas for our development," Levin said. "We really appreciate all the feedback that we have received, and we intend to continue involving our users in future releases and content creation."

Feedvisor: AI tool to help automate keyword ads and pricing

Total funding: $32.7 million, according to Crunchbase

Investors: Titanium Investments, Square Peg Capital, Oryzn Capital, JAL Ventures, IMAF-Western, General Catalyst, Chris Hitchen

With an emphasis on continuous improvement, Feedvisor tweaks a brand's listings using AI to constantly process information about sales, real-time market data, and a proprietary, evolving knowledge base about Amazon's algorithms.

For sellers who spend hours agonizing about which keywords to advertise on or how to price their products correctly to satisfy the demands of those algorithms, Feedvisor helps automate the process.

Founded by CEO Victor Rosenman in 2011, the company pioneered the market's first algorithmic repricer a year later. 

"Victor recognized the similarities between the Amazon marketplace and the financial markets," Feedvisor's president and COO Dani Nadel said. "Victor applied the philosophy of algo-trading to repricing in the Amazon marketplace to help merchants drive increased profit and revenue from their catalog."

Today, the Feedvisor AI delivers pricing support with patented technology, strategic advertising campaign optimization, brand and content management, and intelligence, backed up by strategic guidance from Feedvisor's in-house team. The company said that its clients have attained results including up to a 28% increase in sales and a 37% increase in profit margins.

Among its plans for 2021, Feedvisor plans to add support for additional marketplaces, while also building out additional international Amazon marketplaces to its footprint in that area.  

CommerceIQ: helping sellers predict demand

Total funding: $8.5 million, according to Crunchbase

Investors: Trinity Ventures, Madrona Venture Group

CommerceIQ's approach to helping brands deal with Amazon's inscrutable and ever-changing algorithms is a machine learning platform that combines sales, operations, and marketing and advertising. Integrating the front end and the back end of the business for sellers helps them avoid issues like running out of stock on a product that's being promoted, which in turn means that product will be dropped to the bottom of search rankings. 

"With thin margins, the goal for sellers is always to increase incremental revenue — and that requires concerted integration between all of the moving parts: sales, inventory, and promotion," said CEO Guru Hariharan. "CommerceIQ is used as a single source of truth to resolve the disconnect that exists between these three primary, traditionally siloed departments."

Founded in 2012 by Harihan, a veteran of eBay, the company said that its customers experience metrics including a 40% increase in incremental sales, a 20% improvement in profitability, and a 32% reduction in out-of-stock rates on Amazon. It specializes in assisting larger brands — those with more than $6 billion in ecommerce sales — manage their activities on the platform.

CommerceIQ has a feature called Growth Navigator that helps seller respond to huge spikes in demand, inspired by COVID-19 stockpiling, and is working on more demand pannign features as well.

Amify: a full-service partner for sellers staffed with humans

Total funding: $5.8 million, according to Crunchbase

Investors: Mercury Fund, SaaS Ventures, Nigel Morris, Dundee Venture Capital, Cincy Tech

Many companies in this sector specialize in machine learning or AI-based tools, but Amify emphasizes its people-based approach to maximizing its customers' Amazon revenues.

The company combines a human touch with a holistic approach to the challenges of selling on the platform. 

"Most of our 'competitors' are focused in just one area or only have small teams of about five to 10 people. Amify focuses on end-to-end services and has a team of almost 80 people," said Ethan McAfee, founder and CEO. "We are venture capital funded, which has allowed us to hire top talent and invest in automation and analytics."

McAfee founded Amify after spending time on Wall Street as an analyst at T. Rowe Price. He covered the internet sector for 11 years during the early years of ecommerce and watched as delivery times declined. Looking for an opportunity to get in the game, he originally founded Amify as a reseller, taking over other companies' inventories and optimizing their positioning on Amazon in order to make a profit. 

"I wanted to go out on my own and needed a place to start and learn. It was very easy to start selling products on Amazon, and it also allowed me to understand how the system worked," McAfee said.

The company eventually pivoted in 2018 to become a fully outsourced model.   

"We took our knowledge as a reseller and applied that to being a full-service partner for small, medium, and enterprise-level Amazon brands," McAvoy said. "By outsourcing their Amazon strategy to Amify, they can do many times better than doing it themselves, save 50%+, and get up and running quickly."  

Downstream: a comprehensive view of selling

Total funding: $4 million, according to Crunchbase

Investors: Alumni Ventures Group, Haystack, Liquid2, DNX, Revel Partners, Founders' Co-op, Techstars, Tuesday, Math Capital, MGV

Likening the Amazon environment for third-party sellers to "a complex video game" during his time working at the commerce giant, Downstream Cofounder and CEO Connor Folley struck out in 2017 with CTO Salim Hamed to find a better solution.

According to Folley, the pair saw that brands were "fundamentally ill equipped" for the challenge posed by online retail.

"Most brands needed to invest in expertise and software to better measure, manage, and optimize their presence on the platform," Folley said. "Additionally, with ecommerce, no departmental function can be managed in a silo, advertising included. For example, you'd never want to invest hundreds of thousands of dollars in advertising to drive traffic to a product detail page only to have that product go out of stock." 

Downstream built an engine to capture data to give Amazon brands a comprehensive view of their businesses, and made it accessible via an AI-powered, automated platform to help them grow on Amazon as well as other ecommerce venues like Instacart.

Downstream also works with power sellers and agencies. Folley said that the company has picked up considerable momentum despite obstacles presented by COVID-19. With more consumers shopping online, "This mixshift has reprioritized ecommerce for our customers and thus reprioritized Downstream, which has resulted in a strong tailwind for our business," Folley said.

For 2021,  Downstream is focused on scalability and sustainable growth, while also expanding its offering to additional ecommerce retailers. 

Seller Labs: one of the first, and most established, Amazon ad tools

Total funding: No venture funding reported, according to Crunchbase

Founded in 2013 on the strength of its tool Feedback Genius, a product aimed at authors and booksellers and designed to help them collect more feedback and reviews quickly, Seller Labs takes a holistic approach to Amazon sales.

The cornerstone Communication Center piece (powered by Feedback Genius) in Seller Labs Pro, the company's suite of AI-powered tools, is now augmented by an Advertising Center, a Keyword Center, and a Performance and Notification Center that gives sellers control of the suite of tools and provides data and reporting information. The four apps were merged into one suite in 2019. 

In fact, Seller Labs was one of the first software companies to release an Amazon advertising tool when its Ignite module went public in 2016. 

"Our deep relationship [with Amazon] allowed us beta access to the early advertising API's," said VP of Marketing Jeff Cohen. "We knew that Amazon ads were going to be critical to a brand's success and sellers who could take advantage of them fast could get a first mover's advantage." 

Over the past year, the company has expanded with its acquisition of X-Cart, adding an ecommerce platform to its offerings for sellers who want to diversify. 

Seller Labs has experienced "an acceleration" during COVID-19, according to Cohen, powering through customer adjustments in March and April to excel in the back half of 2020. The company's plans for 2021 include a new seller interface that will be unveiled in early January — Seller Labs is releasing what's essentially the next generation of its suite of tools, with entirely new features for its customers. 

Content26: content ads for Amazon, Walmart, and other marketplaces

Total funding: No venture funding reported, according to Crunchbase

Content26, acquired November 2020 by European marketing technology firm Brand New Galaxy, approaches the challenge of boosting sellers' listings by focusing on content.

Founded in 2004 by Mark White and Tony Martinelli, the company started out by helping brands flesh out their presence on the platform's product detail pages, which also helped Amazon scale faster. For five years, the pairing proved mutually beneficial.

"Between 2007 and 2012, Amazon introduced us to over 600 brands, creating tens of thousands of pages of product content for the Amazon catalog," said CEO Tony Martinelli. In 2013, Content26 stopped working directly with Amazon and started growing its business directly with brands.

In 2016, Content26 premiered its advertising solution, which the company said is now the fastest-growing part of its business. It also works with Walmart, Instacart, and other key online marketplaces, and is preparing to roll its advertising solution out to these marketplaces.

Martinelli said that COVID-19 has actually increased the pace of sales at his company, and he envisions a bright 2021, especially given its expansion into Europe under Brand New Galaxy's umbrella. 

"With online shopping at an all-time high due to COVID-19, brands are quickly realizing the importance of working with a global media agency that can provide end-to-end digital, content creation, and creative capabilities to help scale their business and stand out from competitors in ecommerce media and content," he said.

Netrush: helping sellers tell their products' stories

Total funding: No venture funding reported, according to Crunchbase

Although Netrush partners with sellers to make their brands successful on Amazon by purchasing their inventories and performing all of the marketing, fulfillment, and other functions needed, spokesperson Connor Parsons said the company is actually about relationships. 

"There's tons of potential on Amazon, but as a brand, it can be difficult to create meaningful connections with shoppers, especially when it comes to storytelling," Parsons said. "Our team's goal is to help brands form those connections and relationships with their fans on the marketplace." 

Founded in 2006, Netrush seeks out brands with "mission, story, and heart" behind their products, then provides the teams, technology, strategy, and infrastructure needed to succeed in ecommerce. Partners range from emerging sellers to large brands.

According to the company, Netrush retained positive growth throughout the pandemic. The company is rolling out a new partnership model designed for high-growth startups, along with a more robust direct-to-consumer offering and a rollout of Walmart.com capabilities.

2020 was a booming year for the psychedelics industry.

Money swept through the private side of the space as big names like Atai closed record-breaking rounds of funding and more companies entered, hoping to take part in what could become a $100 billion market, according to a May 2020 report from Canaccord Genuity.

Psychedelics companies vary in their areas of focus. Many are developing psychedelics-based medications in the hopes of gaining regulatory approval, while others host psychedelic retreats in jurisdictions where they're legal. Some are working to develop patented compounds or treatment methods that can be used by pharmaceutical companies.

Despite a pandemic and subsequent lockdowns, several psychedelics companies went public on Canadian exchanges, raising millions. 

The 14 private companies on this list alone raised over $222 million in 2020. Some told Insider that they're gearing up to go public.

Read more: A major psychedelics company just landed a record sum of cash from VCs. The CEO told us how he raised the mega-round and why it's a sign psychedelics are going mainstream.

COMPASS Pathways, the biggest public company in the space, garnered attention from institutional investors like Otsuka while it was still private in the first half of 2020, marking a shift in the investor base for the industry. The company went public on the Nasdaq in September and currently has a market value of around $1.5 billion.

The November elections also revealed a shift in public perceptions of psychedelics and other illicit substances. Five states voted to pass cannabis reform measures, while Oregon became the first state to not only decriminalize the possession of all drugs but also pass legislation that would pave the way for psilocybin-assisted therapies.

To put together this list, we reached out to companies on our list from last year, used data provided by PitchBook, and asked investors JLS Fund and The Conscious Fund for information on startups in the space that are gaining investor interest. 

Read more: Meet the top 9 startups raising millions to use psychedelics to treat depression, anxiety, and more

In total, Insider reached out to 23 private psychedelics companies to ask them how much funding they raised in 2020. We only included companies that remained private throughout 2020. We narrowed down our list to 14 companies, based on how much money they received from investors.

Note: Due to the novel nature of the psychedelics space, there isn't yet one reliable data source that tracks all the private players in the industry. We did our best to reach out to as many sources as possible and cross-reference numbers provided by the companies with other sources. If you believe we may have left out someone, reach out to the author at ylee@businessinsider.com.

Here are the top private companies in the psychedelics industry, listed by how much they raised in 2020:

Atai Life Sciences — $125 million raised

Founded: 2018

Located: Munich, Germany

Post money valuation: The company declined to comment.

Total raised to date: over $200 million

What the company does: Atai Life Sciences is a biotech platform company that invests in and works closely with portfolio and subsidiary companies developing psychedelics like psilocybin, arketamine, and ibogaine into medicines.

In a November interview, Atai CEO Florian Brand told Business Insider that he thinks more traditional investors are starting to make bets on the psychedelics industry, benefiting companies like his that are raising funds. He also said that the use of psychedelics is becoming more mainstream, comparing it to the growing acceptance of cannabis.

Compass Pathways, which has a market value of around $1.5 billion, is part of Atai's portfolio. 

In November, Atai closed a $125 million series C round, marking the biggest funding round to date in the psychedelics space. Investors like Mike Novogratz, Peter Thiel, Thor Bjorgolfsson, and Steve Jurvetson have backed the company.

Beckley Psytech — $23.2 million raised

Founded: 2019

Located: UK

Post money valuation: The company declined to comment.

Total raised to date: $24 million

What the company does: Beckley Psytech is a for-profit psychedelics company that was formed in 2019 when the Beckley Foundation, a non-profit focused on drug policy reform and scientific research into psychoactive substances, began to look for business opportunities that would be able to increase the scale and ambition of its work. The foundation exists separately from the for-profit company.

Beckley Psytech is backed by investment firms Noetic Psychedelic Fund and Bail Capital. CEO Cosmo Feilding Mellen said that though the company will be a "platform where multiple drug development programs are running in parallel with different compounds, targeting different disease areas," its first priority of focus will be in the research of the synthetic compound 5-MeO-DMT, a psychedelic agent found in the Sonoran Desert toad.

Take a look at the company's pitch deck here.

Cyclica — C$23 million raised

Founded: 2013

Located: Toronto, Canada 

Post money valuation: The company declined to comment.

Total raised to date: around C$40 million ($31.3 million) in total. 

What the company does: Cyclica is a biotechnology company that doesn't deal exclusively with psychedelics but uses AI and biophysics to improve drug discovery and accelerate the development of medicines. 

The company raised C$23 million in equity and C$2 million from a government grant in 2020. Though psychedelics is not the exclusive focus of the company, CEO Naheed Kurji told Business Insider that "neuropsychiatric disease is a key area of emphasis for Cyclica via non traditional approaches including psychedelics." 

EntheogeniX Biosciences, a joint venture between ATAI and Cyclia, is aimed to design new compounds that will "minimize unwanted off-target effects" of psychedelic-based drugs.

PsyBio Therapeutics — C$15.8 million raised

Founded: 2019

Located: Oxford, Ohio and Coconut Creek, Florida

Post money valuation: Approximately C$40 million ($31.3 million), according to the company

Total raised to date: C$15.8 million

What the company does: PsyBio Therapeutics is a biotechnology company working on psychoactive compounds targeted for mental health and other treatments. It collaborates with Miami University in Oxford, Ohio, where it conducts testing and laboratory work. 

The company says it is developing a "platform technology" that allows for the rapid generation of stable therapeutic compounds.

MagicMed Industries — C$10 million raised

Founded: 2020

Located: Calgary, Alberta

Post money valuation: C$18 million ($14.1 million)

Total raised to date: C$10 million 

What the company does: MagicMed Industries is a biotechnology company focused on creating a "library of psychedelic derivatives," intended to help the industry develop new patented products. The company partners with pharmaceutical and other companies to develop psychedelic-derived pharmaceuticals. So far, MagicMed's initial focus is on psilocybin and DMT derivatives, though it expects to expand its reach to other psychedelics in the future, including MDMA, LSD, mescaline, and ibogaine.

The company told Business Insider it has reserved the ticker "MGIC" with the Canadian Securities Exchange and is aiming to go public by the second quarter of 2021.

Bright Minds Biosciences — C$10 million raised

Founded: 2017

Located: Toronto, Canada 

Post money valuation: The company declined to comment.

Total raised to date: C$10 million ($7.8 million), according to the company. 

What the company does: Bright Minds Biosciences is focused on developing psychedelics-based drugs to treat various central nervous system and mental health disorders. 

The company says it currently has a pipeline of patented serotonin 2A and 2C agonists, or substances that initiate a biological response when combined with a receptor.

Gilgamesh Pharmaceuticals — $6.95 million raised

Founded: 2019

Located: New York, NY

Post money valuation: $30 million, according to the company.

Total raised to date: $6.95 million

What the company does: Gilgamesh is a preclinical biotechnology company that is working to develop psychedelics-based treatments for conditions such as treatment-resistant depression, opioid use disorder, and ADHD, among others. 

Bexson Biomedical — $4.8 million raised

Founded: 2017

Located: Santa Barbara, California 

Post money valuation:  $17 million

Total raised to date: $10.3 million, $5.5 million of which was a convertible debt round in 2017.

What the company does: Bexson Biomedical is a research-stage company developing dosing and delivery tools for psychedelics-based therapies for pain and mental-health conditions. The company has a proprietary formulation of ketamine and wearable device for post-operative pain.

Small Pharma — $3.5 million raised

Founded: 2015

Located: London, England 

Post money valuation: around $54.5 million (C$70 million)

Total raised to date: $10 million

What the company does: Small Pharma is working to develop a rapid-acting ketamine-based drug called SPL801B to treat depression. 

The company is also developing a pipeline of other rapid-acting psychedelic compounds to potentially use as treatments for mental health disorders.

Journey Colab — $3 million raised

Founded: 2020

Located: San Francisco, California 

Post money valuation: The company declined to comment.

Total raised to date: $3 million as part of the Apollo Fund

What the company does: Journey Colab is working to develop a portfolio of psychedelic compounds for FDA approval, beginning with mescaline, a naturally occurring psychedelic compound found in some cacti. 

The company says it also is working to partner with therapists to build out locally owned centers for psychedelics-based treatments.

Universal Ibogaine — C$3.8 million raised

Founded: 2018

Located: Vancouver, British Columbia

Post money valuation: C$31.5 million ($24.7 million), according to the company.

Total raised to date: C$6.7 million

What the company does: Universal Ibogaine is focused on using ibogaine-assisted psychotherapy treatment to address opioid and other addictions. The company says it is working to develop a network of ibogaine treatment centers. Ibogaine is a naturally occurring psychedelic found in the West African shrub iboga.

Universal Ibogaine says it is planning to go public on the TSX Venture Exchange through a reverse takeover.

The Synthesis Institute — $2.75 million raised

Founded: 2018

Located: Amsterdam, the Netherlands

Post money valuation: The company declined to comment.

Total raised to date: The company declined to comment.

What the company does: The Synthesis Institute is focused on running psychedelic retreats, and its flagship center is located near Amsterdam. The company also administers therapies and trains practitioners.

Synthesis raised $2.75 million in a seed round in July 2020, led by Novamind Ventures.

Diamond Therapeutics — C$2.8 million raised

Founded: 2018

Located: Toronto, Ontario 

Post money valuation: The company declined to comment.

Total raised to date: C$3.05 million ($2.4 million)

What the company does: Diamond Therapeutics is focused on developing accessible, low-dose therapies for mental health conditions. The company says it is currently preparing its first clinical program, which will be focused on low doses of psilocybin to treat anxiety disorders.

Psygen Labs — C$2.5 million raised

Founded: 2018

Located: Calgary, Alberta

Post money valuation: Approximately C$14.25 million ($11.2 million).

Total raised to date: C$6.5 million

What the company does: Psygen manufactures synthetic psychedelic substances, with a focus on "classical psychedelics" like psilocybin, DMT, LSD, and MDMA.

The company says it is also developing a drug development program to bring bring an LSD drug product to market. 

Investors piled into heavily shorted stocks last week at flabbergasting rates. 

The trading volume of shares of GameStop, for example, topped behemoths like Apple, Microsoft, and Amazon on January 26.

Because hedge funds were forced to cover short positions in so-called meme stocks including GameStop, they also had to cut their most preferred positions in the market giants mentioned above, among others, causing those prices to fall.

Meanwhile, other stocks missed the trading storm altogether, and actually saw less trading on a relative basis, as investors paid less attention to them.

For investors not wanting to get caught up in the Reddit-driven trading as the squeezes continue this week, Goldman Sachs has released a list of stocks that saw "below-average surges" in trading last week, but that also have above-average revenue growth and positive year-to-date earnings or sales revisions, and are set for gains as the economy continues to recover.

"Investors wishing to sidestep the positioning cross-currents should focus on cyclical stocks that should benefit from ongoing economic acceleration and have not been ensnared in this week's forced de-grossing trading activity," the bank's US Chief Equity Strategist David Kostin said in a January 29 note.

Kostin said that the economic outlook looks favorable, considering ongoing vaccinations and healthy fiscal and monetary stimulus efforts.

"From a corporate perspective, 71% of the 184 S&P 500 firms reporting 4Q results so far have beaten earnings by more than a standard deviation of analyst estimates, on pace for the highest rate on record," Kostin said.

This makes for a prime environment for cyclical assets, he said, like the 35 stocks below, which are listed in alphabetical order.

SEE ALSO: A Wall Street expert warns that restricting GameStop and AMC trading from Robinhood could trigger ‘one of the worst-ever’ market crashes as retail investors lose trust

1. Air Products and Chemicals

Ticker: APD

Sector: Chemicals

Market Cap: $61 billion

Volume in week ending Jan. 29 vs. three-month average: -21%

Consensus 2021 EPS growth: 11%

Source: Goldman Sachs

2. Allstate Corporation

Ticker: ALL

Sector: Insurance

Market Cap: $33 billion

Volume in week ending Jan. 29 vs. three-month average: +4%

Consensus 2021 EPS growth: -2%

Source: Goldman Sachs

3. Ameriprise Financial

Ticker: AMP

Sector: Capital Markets

Market Cap: $24 billion

Volume in week ending Jan. 29 vs. three-month average: +5%

Consensus 2021 EPS growth: 38%

Source: Goldman Sachs

4. Applied Materials Inc.

Ticker: AMAT

Sector: Semiconductors and Semiconductor Equipment

Market Cap: $92 billion

Volume in week ending Jan. 29 vs. three-month average: +7%

Consensus 2021 EPS growth: 22%

Source: Goldman Sachs

5. Arista Networks

Ticker: ANET

Sector: Communications Equipment

Market Cap: $23 billion

Volume in week ending Jan. 29 vs. three-month average: +8%

Consensus 2021 EPS growth: 11%

Source: Goldman Sachs

6. Ball Corporation

Ticker: BLL

Sector: Containers and Packaging

Market Cap: $29 billion

Volume in week ending Jan. 29 vs. three-month average: +1%

Consensus 2021 EPS growth: 14%

Source: Goldman Sachs

7. Broadcom

Ticker: AVGO

Sector: Semiconductors and Semiconductor Equipment

Market Cap: $183 billion

Volume in week ending Jan. 29 vs. three-month average: -4%

Consensus 2021 EPS growth: 18%

Source: Goldman Sachs

8. Caterpillar

Ticker: CAT

Sector: Machinery

Market Cap: $100 billion

Volume in week ending Jan. 29 vs. three-month average: +10%

Consensus 2021 EPS growth: 40%

Source: Goldman Sachs

9. CF Industries Holdings

Ticker: CF

Sector: Chemicals

Market Cap: $9 billion

Volume in week ending Jan. 29 vs. three-month average: +6%

Consensus 2021 EPS growth: 30%

Source: Goldman Sachs

10. Charles Schwab

Ticker: SCHW

Sector: Capital Markets

Market Cap: $97 billion

Volume in week ending Jan. 29 vs. three-month average: -4%

Consensus 2021 EPS growth: 10%

Source: Goldman Sachs

11. Chevron

Ticker: CVX

Sector: Oil Gas & Consumable Fuels

Market Cap: $171 billion

Volume in week ending Jan. 29 vs. three-month average: -23%

Consensus 2021 EPS growth: N/A

Source: Goldman Sachs

12. ConocoPhillips

Ticker: COP

Sector: Oil Gas & Consumable Fuels

Market Cap: $56 billion

Volume in week ending Jan. 29 vs. three-month average: -27%

Consensus 2021 EPS growth: N/A

Source: Goldman Sachs

13. Cummins

Ticker: CMI

Sector: Machinery

Market Cap: $36 billion

Volume in week ending Jan. 29 vs. three-month average: -3%

Consensus 2021 EPS growth: 24%

Source: Goldman Sachs

14. Deere & Company

Ticker: DE

Sector: Machinery

Market Cap: $92 billion

Volume in week ending Jan. 29 vs. three-month average: -6%

Consensus 2021 EPS growth: 52%

Source: Goldman Sachs

15. Diamondback Energy

Ticker: FANG 

Sector: Oil Gas & Consumable Fuels

Market Cap: $10 billion

Volume in week ending Jan. 29 vs. three-month average: -15%

Consensus 2021 EPS growth: 74%

Source: Goldman Sachs

16. EOG Resources

Ticker: EOG

Sector: Oil Gas & Consumable Fuels

Market Cap: $31 billion

Volume in week ending Jan. 29 vs. three-month average: +5%

Consensus 2021 EPS growth: 183%

Source: Goldman Sachs

17. First Republic Bank

Ticker: FRC

Sector: Banks

Market Cap: $25 billion

Volume in week ending Jan. 29 vs. three-month average: -18%

Consensus 2021 EPS growth: 13%

Source: Goldman Sachs

18. Fortune Brands Home & Security

Ticker: FBHS

Sector: Building Products

Market Cap: $12 billion

Volume in week ending Jan. 29 vs. three-month average: -15%

Consensus 2021 EPS growth: 16%

Source: Goldman Sachs

19. Garmin

Ticker: GRMN

Sector: Household Durables

Market Cap: $22 billion

Volume in week ending Jan. 29 vs. three-month average: -26%

Consensus 2021 EPS growth: 6%

Source: Goldman Sachs

20. Hasbro

Ticker: HAS

Sector: Leisure Products

Market Cap: $13 billion

Volume in week ending Jan. 29 vs. three-month average: +10%

Consensus 2021 EPS growth: 26%

Source: Goldman Sachs

21. IDEX Corporation

Ticker: IEX

Sector: Machinery

Market Cap: $14 billion

Volume in week ending Jan. 29 vs. three-month average: -10%

Consensus 2021 EPS growth: 11%

Source: Goldman Sachs

22. Illinois Tool Works

Ticker:ITW

Sector: Machinery

Market Cap: $62 billion

Volume in week ending Jan. 29 vs. three-month average: -5%

Consensus 2021 EPS growth: 20%

Source: Goldman Sachs

23. Ingersoll Rand

Ticker: IR

Sector: Machinery

Market Cap: $18 billion

Volume in week ending Jan. 29 vs. three-month average: -3%

Consensus 2021 EPS growth: 27%

Source: Goldman Sachs

24. Intercontinental Exchange

Ticker: ICE

Sector: Capital Markets

Market Cap: $63 billion

Volume in week ending Jan. 29 vs. three-month average: -5%

Consensus 2021 EPS growth: 7%

Source: Goldman Sachs

25. Invesco

Ticker: ICE

Sector: Capital Markets

Market Cap: $63 billion

Volume in week ending Jan. 29 vs. three-month average: -5%

Consensus 2021 EPS growth: 7%

Source: Goldman Sachs

26. J.B. Hunt Transport Services

Ticker: JBHT

Sector: Road and Rail

Market Cap: $14 billion

Volume in week ending Jan. 29 vs. three-month average: -10% 

Consensus 2021 EPS growth: 22%

Source: Goldman Sachs

27. LyondellBasell Industries NV

Ticker: LYB

Sector: Chemicals

Market Cap: $29 billion

Volume in week ending Jan. 29 vs. three-month average: -10%

Consensus 2021 EPS growth: 64%

Source: Goldman Sachs

28. Mosaic Company

Ticker: MOS

Sector: Chemicals

Market Cap: $10 billion

Volume in week ending Jan. 29 vs. three-month average: -13%

Consensus 2021 EPS growth: 248%

Source: Goldman Sachs

29. Norfolk Southern Corporation

Ticker: NSC

Sector: Road and Rail

Market Cap: $61 billion

Volume in week ending Jan. 29 vs. three-month average: +8%

Consensus 2021 EPS growth: 22%

Source: Goldman Sachs

30. Old Dominion Freight Line

Ticker: ODFL

Sector: Road and Rail

Market Cap: $23 billion

Volume in week ending Jan. 29 vs. three-month average: -1%

Consensus 2021 EPS growth: 23%

Source: Goldman Sachs

31. Qorvo

Ticker: QRVO

Sector: Semiconductors and Semiconductor Equipment

Market Cap: $19 billion

Volume in week ending Jan. 29 vs. three-month average: +7%

Consensus 2021 EPS growth: 13%

Source: Goldman Sachs

32. Ralph Lauren Corporation Class A

Ticker: RL

Sector: Textiles Apparel & Luxury Goods

Market Cap: $8 billion

Volume in week ending Jan. 29 vs. three-month average: -22%

Consensus 2021 EPS growth: 325%

Source: Goldman Sachs

33. Ross Stores

Ticker: ROST

Sector: Specialty Retail

Market Cap: $41 billion

Volume in week ending Jan. 29 vs. three-month average: -7%

Consensus 2021 EPS growth: 278%

Source: Goldman Sachs

34. Valero Energy

Ticker: VLO

Sector: Oil Gas & Consumable Fuels

Market Cap: $24 billion

Volume in week ending Jan. 29 vs. three-month average: -20%

Consensus 2021 EPS growth: N/A

Source: Goldman Sachs

35. Zebra Technologies Corporation Class A

Ticker: ZBRA

Sector: Electronic Equipment Instruments & Components

Market Cap: $21 billion

Volume in week ending Jan. 29 vs. three-month average: -35%

Consensus 2021 EPS growth: 19%

Source: Goldman Sachs

It's a big month for fans of The CW's DC superhero universe. Not only does the new series "Superman and Lois premiere, but "Black Lightning" also returns.

Every month, Insider looks at the most anticipated returning TV shows using data from the television-tracking app TV Time based on its US users.

Apple TV Plus is also starting to roll out the second seasons of its launch TV shows. This month sees the return of "For All Mankind."

Here are the top five most anticipated returning shows of February:

SEE ALSO: The 5 most anticipated new TV shows coming in February

5. "Coroner" season three — CBC, February 3

Description:"Coroner is a one-hour drama about Jenny Cooper, a coroner who investigates unexplained or sudden deaths in the city of Toronto. Fierce and quick-witted, Jenny is a newly-widowed single mother with secrets of her own to unearth."

Rotten Tomatoes critic score: N/A

What critics said: "While the series' exploration of mental health is a powerful draw, the 42-minute episodes of Coroner follow the familiar tracks of most crime and medical procedurals."— RogerEbert.com (season one)

4. "Workin' Moms" season five — Netflix, February 16

Description: "Maternity leave is over and it's time for these four moms to return to work while navigating kids, bosses, love and life in modern-day Toronto."

Rotten Tomatoes critic score: N/A

What critics said: "Mom-on-mom judgment still rankles. This show exposes its characters' humanity and fights back with funny."— Toronto Star (season one)

3. "Good Trouble" season three — Freeform, February 17

Description: "Callie & Mariana have graduated and moved to downtown Los Angeles. The sisters navigate love, sex, and the complicated relationships that come with living in a new city in your 20s."

Rotten Tomatoes critic score: N/A

What critics said: "The women's shabby-chic art deco home setting, the Coterie, is where this show really thrives ... It's a lot more fun to sit through than a schmaltzy, half-baked legal plotline."— Hollywood Reporter (season one)

2. "For All Mankind" season two — Apple TV Plus, February 19

Description:"Told through the lives of NASA astronauts, engineers and their families, For All Mankind presents an aspirational world where NASA and the space program remained a priority and a focal point of our hopes and dreams."

Rotten Tomatoes critic score: 73%

What critics said: "The story becomes more exciting as it breaks open ... what at first seems to wander a bit ultimately finds its target and lands."— Boston Globe (season one)

1. "Black Lightning" season four — The CW, February 8

Description: "Jefferson Pierce is a man wrestling with a secret. Nine years ago, Pierce was gifted with the superhuman power to harness and control electricity, which he used to keep his hometown streets safe as the masked vigilante Black Lightning. However, after too many nights with his life and his family on the line, he left his Super Hero days behind. Almost a decade later, Pierce's crime-fighting days are long behind him … or so he thought. But with crime and corruption spreading like wildfire, Black Lightning returns — to save not only his family, but also the soul of his community."

Rotten Tomatoes critic score: 92%

What critics said: "The first episode of the third season is just as politically charged as previous episodes, but this time around things feel more relevant, more attuned to this specific time and place."— AV Club (season three)

The year 2021 is already shaping up to be a pivotal one for the rapidly evolving fitness industry. 

With more virtual exercise programs and at-home fitness products on the market than ever before, the pandemic has drastically changed the way Americans workout. And experts say that connected fitness is here to stay. Some companies like Peloton have emerged as early leaders of the new fitness era— closing its banner 2020 year with a major $420 million acquisition of Precor.  

Though many predict brick-and-mortar gyms and studios will not become obsolete, those companies may soon enter a period of consolidation to account for closures and bankruptcies during the pandemic, while also adding digital services to keep up with today's fitness landscape. 

"What you saw happen in retail is exactly what's happening in fitness on the bricks and mortar side: lots of consolidation while the industry goes through this period of shifting to digital and a hybridization of offerings," Bryan O'Rourke, a fitness analyst and board member with the International Health Racquet and Sportsclub Association, told Insider. 

We spoke with several fitness industry experts, including O'Rourke — ranging from market researchers and venture capital to marketing gurus — about possible M&A activity to look out for 2021. Here's what they had to say. 

SEE ALSO: From Peloton to Classpass, meet the 17 digital fitness executives who are transforming the way Americans workout as the pandemic reshapes the exercise industry

Apple could acquire Peloton.

According to Jake Matthews, senior intelligence analyst at CB Insights, there may be a future in which Apple sets its sights on Peloton, as it continues to grow its technology empire and expand further into the fitness realm after launching Apple Fitness Plus in December 2020. 

"The Peloton brand is more Apple-like than really any other brand in the world," Matthews said. "If you watch the first five seconds of the new promotional video for the Peloton Bike plus, you would think that you were about to watch a video for the new iPhone. The brands are really similar in a lot of different ways."

Ultimately, Matthews said it would be a mutually beneficial merger that would help Peloton bolster production thanks to the "operational excellence and scale of a company like Apple," while allowing Apple to tap into Peloton's loyal user base to grow its subscription business. 

"Both Apple and Peloton have already laid the groundwork for integrating the two companies," he said. "Acquiring Peloton would give Apple a base of loyal, really highly engaged customers — who honestly are already Apple customers — that they could transition to Apple Fitness Plus and the Apple One bundle to help catalyze the growth of their subscription business."

Peloton might also buy up more brands as it continues to build out its own portfolio.

As Peloton looks to expand its offerings beyond its popular stationary bicycle and treadmill, Claude Zdanow — CEO of marketing agency holding company Stadiumred Group — said it may look to acquire other buzzy connected fitness startups to widen its roster of workouts. 

"I don't have a crystal ball, but if I were to guess I would think that Peloton would make some moves to buy up more brands," Zdanow told Insider. "They've done very well, the stock is through the roof, and they have the ability to offer more to their clients if they had more at home machines. I could see them buying a company similar to Mirror to further diversify." 

Mirror, the high-tech at-home fitness startup that operates as a wall mirror upon which users can stream workout classes, was purchased by Lululemon in June 2020 for $500 million.

Athlon Acquisition may buy several fitness brands as the SPAC trend hits the fitness industry.

Avery Spear, data analyst at Renaissance Capital, a provider of IPO-focused exchange traded funds, told Insider to expect to see the special purpose acquisition company (SPAC) trend hit the fitness industry. 

Specifically, Spear cited Athlon Acquisition — a new health and wellness focused SPAC created by Causeway Media Partners — as one to watch. The company filed its initial public offering in December with plans to focus "on businesses in the health, wellness, and fitness sectors and the products, devices, applications, and technology driving growth within these verticals," according to its S-1 Prospectus filed with the SEC.

"SPACS definitely are another viable route for these companies that maybe can't go public via a traditional IPO right now, but still want access to public markets," Spear told Insider. 

GoodLife Fitness could acquire 24 Hour Fitness.

Though 24 Hour Fitness filed for bankruptcy in June 2020, announcing plans to close more than 130 gyms across the US, the company may get a second wind with help from its neighbors up north. 

O'Rourke, the fitness analyst and board member of the International Health Racquet and Sportsclub Association, said he foresees a company like Good Life Fitness in Canada merging with 24 hour Fitness in an effort to expand business operations in the US. In addition to the companies having similar operating styles, O'Rourke said there are existing relationships with executives across the two companies which could lend itself to a fruitful merger. 

"There's a lot of alignment on their board, so I could see it happening," O'Rourke told Insider. "They have similarly aligned operations and some shared leadership and DNA. Plus allocating overhead costs across a much wider spectrum would hopefully help them obtain financial backing." 

Zdanow of Stadiumred Group similarly anticipated that large fitness companies may start banding together as the pandemic continues to wreak havoc on American businesses. 

"The smaller mom and pops will sadly be most affected, but I would not be surprised if we see some joining of forces for some of the nationwide chains," he said. "Especially ones that can leverage the real estate they have to offer more services than what they offer now."

Meanwhile, UK-based PureGym could consider a bid for a US fitness chain.

Beyond consolidation in North America, O'Rourke hypothesized possible international mergers, such as PureGym Limited — a chain of no frills health clubs based in the UK but owned by US-based venture capital firm Leonard Green & Partners — purchasing one of the beleaguered US chains. 

"I can see a cross-border transaction," O'Rourke said. "I could see PureGym acquiring in the US or acquiring parts of a chain in the US. I can see a number of those kinds of transactions happening on the bricks and mortar side."

Nautilus may merge with a major manufacturer like Core Health & Fitness.

Following in the footsteps of Peloton's acquisition of Precor, multiple experts suggested a possible merger for Nautilus Inc., parent company of Bowflex, Schwinn, Universal, and its namesake Nautilus brand. 

O'Rourke said he could see Nautilus fully merging with Core Health & Fitness, an exercise equipment manufacturer, which already commercially produces its Schwinn and Nautilus brand products. 

Likewise, Sucharita Kodali, vice president and the principal analyst at Forrester, echoed O'Rourke and said Nautilus may be a hot commodity moving into 2021. 

"From my vantage point, given the success of Peloton, we've seen Nautilus do well also," Kodali wrote in an email to Insider. "They could be a target for someone if it's not too overpriced."

After Lululemon's acquisition of Mirror, activewear competitors like Nike may look to cut a deal with connected fitness companies like Tempo.

After Lululemon's successful acquisition of Mirror, Matthews of CB Insights said to expect a similar acquisition from a major sportswear brand. Matthews hypothesized that Nike may purchase a company like connected home fitness brand Tempo.

"I would expect to see another buyer of connected fitness equipment from the apparel, sportswear, or athleisure space," Matthews told Insider. "Lululemon last March acquired Mirror and I think the markets responded really well to that acquisition."

The key for a company like Nike is to select a connected fitness company with users that match its own core demographic, Matthews said. While Tempo may not come cheap — its products start at $1,995 — it's aesthetic and target audience aligns with the young, athletic, and affluent Nike shopper. 

Additionally, he said the pairing could help Nike build out its existing fitness programs like Nike Training Club by finding ways to "further monetize those consumers and really strengthen the value proposition."

"Nike has really been on a path toward digitization and vertical integration through their direct to consumer strategy," he said. "A piece of connected fitness equipment, similar to what Lululemon has done with Mirror, would really help Nike and reinforce its strategic narrative around digital and direct to consumer."

Last week's huge rally in previously unloved stocks such as video-game seller GameStop sent ripples through the markets, and institutional investors are now facing a new reality in which retail traders can flex their collective muscle and send any asset price soaring.

Retail traders on r/WallStreetBets, a popular Reddit investing forum, moved into silver on Monday, attempting a similar squeeze to that in GameStop, cinema chain AMC or BlackBerry, briefly sending the price of the metal to a 13-year high. But macro strategy firm Vanda Research already knew what was coming.

Using its new tool - VandaTrack- the firm can now monitor the dollar notional buying of retail traders across all 9,000 US stocks and ETFs, going beyond just tracking the chatter on online communities like Reddit and showing real money flows.

The flows figures are also starting to tell a story, showing not only what the next trader target is likely to be, but that retail money has been the underlying momentum driver of the biggest trends of the last 12 months, according to Viraj Patel, UK macro strategist at Vanda Research.

"Every major theme that's played out since Q2 last year has either started or momentum driven by retail," Vanda CEO Angus Hume told Insider, adding: "you can clearly see the way retail are momentum providers, rather than contrarian indicators."

This link between retail trading and these clear market trends has been overlooked by larger market watchers and institutions, Patel said, and with increasing stimulus packages expected, the impact of retail traders is going to be hard to ignore.

Vanda has seen big spikes in retail buying around the time government stimulus checks have been issued, and with Morgan Stanley estimating around $1 trillion in additional stimulus this quarter, you know that there's going to be a wave of liquidity hitting the market, Patel said.

The April 2020 package is the clearest example, he added, noting that funds were deployed quickly and Vanda Research expects the same market dynamics if once more stimulus starts to flow.

For example, Vanda says the recent outperformance in stocks that meet tougher environmental, social and governance (ESG) criteria can be traced to retail buyers, with day traders crowding into green stocks on given President Joe Biden's climate-related agenda.

The ESG play is strong with retail still, with electric vehicle companies Nio and Tesla seeing net inflows of +78.65% and +38.01% on Monday alone, according to Vanda data.

But, it's not just EV companies either, as some might assume. Hydrogen companies like Plug and FuelCell were heavily bought in January around the time of the Georgia run-off election for the Senate, as retail investors expected Democrats to win that vote, paving the way for more green legislation. 

"It's super useful to just spot those trends and you can start mapping the policy catalysts with retail buying," Patel said, adding that this is "linkage we just cannot ignore from a macro perspective."

What happens next?

Understandably, with such a new and unwieldy market force to contend with, investors want to know what might be next and the VandaTrack tool has detected some signals for what stocks might be coming onto retail investors' radars.

Primarily, car manufacturer Ford - which is not usually a retail favorite - saw big buying on Monday, rising 27.20%, on news of a partnership with Google, he said.

For investors looking to play a cyclical sector like autos, Ford is capturing this retail momentum, he added.

The other trend coming out of the data is a move towards companies which will benefit from the re-opening of the US economy.

Several stocks are already seeing retail attention, with travel companies Carnival, American Airlines and Norwegian Cruise Line Holdings all seeing strong buying at the latter half of last week, Patel said, noting this could be the momentum to drive a new reopening trend.

Interestingly, American Airlines had a net outflow last week with big selling on Wednesday ahead of earnings, and perhaps some retail traders getting stuck on the wrong side of the short-squeeze, he added.

American Airlines

• Ticker: NASDAQ: AAL
• Sector: Airlines
• Market Cap: $10.42 bln

Norwegian Cruise Line Holding

• Ticker: NYSE: NCLH
• Sector: Consumer Discretionary
• Market Cap: $7.16 bln

Carnival

• Ticker: NYSE.CCL
• Sector: Consumer Discretionary
• Market Cap: $21.25 bln

• A lot has changed since Tom Brady's first Super Bowl appearance — and win — in 2002.
• The #1 song on the charts was "X,""A Beautiful Mind" won the Academy Award for Best Picture, and the iPhone had yet to be invented.
• Check out what the world was like when Brady won his first Super Bowl and read all of INSIDER's Super Bowl 2019 coverage here.

No quarterback in the history of the NFL has been more dominant than Tom Brady.

Brady made his first Super Bowl appearance as a second-year quarterback in 2002. Just days after officially getting the nod to start under center, he led the 14-point underdog New England Patriots to a stunning victory over the St. Louis Rams en route to earning Super Bowl XXXVI MVP honors.

Since then, the 14-time Pro Bowler has made it to nine more Super Bowl games and won six Super Bowl rings. And while Brady's dominance has remained consistent over the last 19 years, nearly everything else has changed in that span.

Check out what the world was like when Brady won his first Super Bowl in 2002:

Tom Brady won his first Super Bowl back in 2002.

Since then, the 14-time Pro Bowler has appeared in seven more Super Bowl games and earned a full hand's worth of Super Bowl rings.

Even though Brady's dominance has remained consistent, the rest of the world has changed considerably since then.

The year of Brady's first Super Bowl win, the average price of gas was $1.36 per gallon.

Source: Energy.gov

George W. Bush was two years into his first term as President of the United States.

He created the Department of Homeland Security (DHS) later that year.

Source: DHS.gov

And Vice President Dick Cheney had not yet accidentally shot his friend on that infamous hunting trip.

Source: The Hill

Things were very different in the world of pop culture as well.

Usher's "U Got It Bad" was the top song on Billboard's Top 100 the week of the Super Bowl.

Source: Billboard

Ja Rule, Ashanti, and Nelly also dominated the charts that year.

Source: Billboard

Eminem's "Lose Yourself" dropped in October of 2002 and topped the charts for eight consecutive weeks to end the year.

Source: Billboard

"A Beautiful Mind" won the Academy Award for Best Picture.

Source: Oscars

Denzel Washington took home the Oscar for Best Actor in a leading role for his work in "Training Day."

Source: Oscars

While Halle Berry won the Academy Award for Best Actress from her role in "Monster's Ball," becoming the first African-American woman to win an Oscar in that category.

Source: Oscars

"Shrek" won as best animated feature film, but "Monster's Inc." was also nominated.

Some notable movies that came out in 2002 include "Lilo & Stitch,""8 Mile,""Harry Potter and the Chamber of Secrets,""Lord of the Rings: The Two Towers,""Ice Age,""Men in Black II," and "My Big Fat Greek Wedding."

Source: IMDb

The TV lineup was starkly different as well.

"Friends" was still on the air.

As was "The West Wing."

And "The Bachelor" ran its first season in 2002.

Source: IMDb

And so did "American Idol."

Source: IMDb

And celebrity couples looked very different back then. Brady hadn't even met now-wife Gisele Bundchen yet.

Read more: GISELE BUNDCHEN AND TOM BRADY: How the supermodel-quarterback power couple makes and spends their millions

Justin Timberlake and Britney Spears broke up in 2002, just one year after making waves with their famous denim ensemble.

Source: E! News

Ryan Gosling and Sandra Bullock started dating in 2002.

Source: Cosmopolitan

So did Ben Affleck and Jennifer Lopez, leading to the first mainstream power-couple nickname, "Bennifer."

Source: Cosmopolitan

Nick Lachey and Jessica Simpson were all the rage.

Source: Cosmopolitan

Jennifer Anniston and Brad Pitt were still together then, too.

Source: Marie Claire

And 2002 was the year Michael Jackson came under fire after holding Prince Michael II over his hotel balcony in Berlin.

Source: Billboard

And, at that time, so many things that we take for granted today didn't even exist yet.

Like the original iPhone, which first came out five years later.

Source: Apple

And here are what iPods looked like.

Or Facebook, which debuted as "The Facebook" in 2004.

Source: The Guardian

Some others, courtesy of Jon Erlichman, include: Android, YouTube, MySpace, Instagram, Tesla, Spotify, Skype, Twitter, LinkedIn, Gmail, Uber, Lyft, Airbnb, Google Maps, iTunes Store, SoundCloud, Nintendo Wii, Dropbox, Hashtags, SpaceX, Reddit, Fitbit, GoPro, and iPad.

Source: Jon Erlichman / Twitter

For the record, Business Insider didn't exist then, either. Neither did our predecessor, Silicon Alley Insider.

Source: Business Insider

When Tom Brady won his first Super Bowl, Justin Bieber was 7 years old.

And so was Jared Goff, the Los Angeles Rams' quarterback who will face Brady in the Super Bowl.

Which reminds us just how different sports were back then, too.

LeBron James was in high school.

And Seattle still had an NBA franchise.

Tiger Woods won the Masters and the U.S. Open, completing a stretch in which he won seven out of 11 majors.

Source: PGA

And Roger Federer was still a year away from winning his first Grand Slam title.

The Anaheim Angels won the World Series.

And the Los Angeles Lakers swept the New Jersey Nets in the NBA Finals. Shaquille O'Neal was named finals MVP.

Source: Basketball Reference

And Rick Nash made his NHL debut.

Source: NHL

The Winter Olympics were hosted in Salt Lake City, Utah that year.

But Shaun White wouldn't make his debut and earn his "Flying Tomato" nickname until four years later.

There was also a World Cup in 2002. Ronaldinho and Rivaldo led Brazil past Germany in the final.

But through all of the changes of the last 17 years, at least one thing has remained the same.

Tom Brady is still playing football better than nearly everyone else.

Now check out what happened to Tom Brady's teammates from his first Super Bowl.

WHERE ARE THEY NOW? Tom Brady's teammates on his first Super Bowl team

Amazon has unveiled the design for HQ2, its futuristic new campus in northern Virginia. 

The new headquarters will be home to 2.8 million square feet of office space across three buildings and 2.5 acres of public space. The centerpiece of the campus will be the Helix, a glass structure with walking paths winding around the outside of the building. 

The campus is part of a long-term commitment for Amazon in Arlington, where the company has pledged to create 25,000 jobs and invest $2.5 billion. Amazon is going forward with the project despite the coronavirus pandemic, which forced the company to shutter its offices and have employees work remotely.

Amazon said in a blog post about the new headquarters that it believes the pandemic has only reinforced the need to be part of a community. 

The decision to build a new headquarters in Arlington followed a months-long search and competition among American cities to become the next home base for the ecommerce giant. Amazon initially pledged to create 50,000 jobs and invest $5 billion in whichever city it chose before settling on two new locations: Arlington and Queens, New York.

Read more:When Amazon threw in the towel on the New York City HQ2, it showed the rest of the world how to beat Silicon Valley

In early 2019, Amazon announced it was canceling the Queens location following strong opposition from local politicians, but it's still going ahead with the Arlington campus. 

Now, Amazon has taken the wraps off the second phase of construction, which includes public space and a nature-focused design. Take a look. 

Amazon's plan for Arlington has multiple phases. An earlier phase included the Metropolitan Park site, a mix of public green space, 65,000 square feet of retail, and two sustainable office buildings.

Source: Business Insider

The next phase, known as PenPlace, will be home to three 22-story buildings that run on 100% renewable energy from a solar farm in southern Virginia. The campus will also house the Helix, a double-helix-shaped glass structure that Amazon describes as being closely integrated with nature.

Source: Amazon

The Helix will serve as an alternative work space for Amazon employees — similar to the Spheres at its Seattle headquarters — and will have two walking paths that spiral up the outside of the building, which Amazon says will incorporate plants that grow in Virginia's Blue Ridge Mountains. The Helix will be open for public tours some weekends each month.

Source: Business Insider, Amazon

The campus will also have 2.5 acres of public space that includes a dog run and an amphitheater for concerts, outdoor movies, or farmers markets. There will also be room for food trucks.

Source: Amazon

Nearby streets will have protected bike lanes and the buildings will have dedicated bike entrances at street-level. Amazon says it plans to make all car access to the site underground to create a safer and more pedestrian-friendly experience.

Source: Amazon

The campus will include 100,000 square feet of space for shops and restaurants, plus outdoor areas for gathering or eating.

Source: Amazon

Amazon says the buildings are oriented to take advantage of natural light and are designed to encourage collaboration and "constant interaction with nature."

Source: Amazon

• The best tablet for most people is Apple's 10.2-inch iPad.
• If you're looking purely for a video streaming device, you can spend a lot less and get the Amazon Fire HD 10.
• Samsung's Galaxy Tab S7 is an excellent choice for those familiar with the Android operating system, and its S Pen is just as good as Apple's latest Apple Pencil.

There aren't nearly as many tablet options as there are smartphones, but there's a tablet for pretty much anyone. 

You'll hear it from us, and you'll hear it from most tech authorities — the most highly recommended tablet for most people is almost always going to be Apple's standard iPad. At its $329.00 full retail price, it's affordable enough while offering the best set of features and apps. And if there's ever a deal on Apple's standard iPad, it's pretty much a no-brainer for anyone in the market for a tablet. 

Still, there are other worthwhile options, especially when it comes to lower price ranges that might be more suitable for certain users, like kids, or using a tablet exclusively as a video streaming device where power and features don't really matter. 

And there's the opposite end of the spectrum, where powerful tablets are better suited for power and professional users who can justify the extra cost that comes with performance and high-end features. 

Here are the best tablets

• Best tablet overall: Apple 10.2-inch iPad
• Best budget tablet: Amazon Fire HD 10
• Best high-end Android tablet: Samsung Galaxy Tab S7
• Best tablet for professionals: Apple iPad Pro 11-inch and 12.9-inch
• Best for kids: Amazon Fire 7 Kids Edition
• Best small tablet: 2019 Apple iPad Mini

The best tablet for most people

The 10.2-inch iPad is a great tablet for the vast majority of tablet users, and it supports the Apple Pencil.

Pros: Incredible price for an iPad, slick aluminum design, Touch ID for security and Apple Pay, great screen, supports the Apple Pencil 

Cons: Light on entry-level storage, no expandable storage

Apple's standard 10.2-inch iPad offers the best balance of price, performance, and features out of any other tablet we've tried. 

Starting at $330, the 10.2-inch iPad is a great inexpensive option as a general purpose tablet for running normal apps, streaming videos, playing games, and browsing the web. It runs on the same A12 processor that spun the wheels in the 2018 iPhone XS series, but it's still a very capable processor.

The 10.2-inch iPad is also perfectly suitable as a lightweight productivity tablet. It can be paired with a Bluetooth keyboard or keyboard case to type up documents, messages, and emails without any issue. For more intense productivity where you think a mouse would be beneficial, your best bet will be a tablet with mouse support, like Apple's iPad Air or Samsung's Galaxy Tab S7. 

If taking notes or drawing is a criteria, the 10.2-inch iPad supports the first generation of the Apple Pencil, which is fine for general use. If note-taking or drawing is a primary driver for getting a tablet, however, we'd recommend again looking at the iPad Air that supports the second generation Apple Pencil for a more precise and responsive feel, or Samsung Galaxy Tab S7 that includes the excellent S Pen. 

And finally, Apple's iPads are generally the best tablets to buy in general largely because of the wider availability of apps that are specifically designed for iPads. On top of that, as with any Apple product, Apple's physical stores are good resources for repairs, and users have a clear idea of where to bring their iPad if something goes wrong.

Read our 10.2-in iPad 2020 review

The best budget tablet

The latest Amazon Fire HD 10 (2019) is super affordable, but it still delivers a good set of features that you'll enjoy using for watching videos and running simple apps.

Pros: Low price point, performs basic functions of a tablet well, offers expandable storage with a memory card slot, good for kids, works especially well for those with Amazon Prime accounts

Cons: Not a high performer, slow at charging, restricted to Amazon's app store, no access to Google Play Store

Based on our own experience with previous generations of Amazon's Fire HD 10, as well as reviews of the current model from PCMag and Tom's Guide, Amazon's Fire HD 10 is an ideal and inexpensive tablet for simple video streaming and browsing the web. It has a 10-inch screen with 1080p resolution and a decent processor for running basic apps.

Amazon's tablets are also excellent options for kids due to their extensive parental controls,  and features and apps for kids. The Fire HD 10 is a good option, but the smaller and cheaper Fire HD 8 or Fire HD 7 may better suit smaller children. 

Note that Amazon's tablets are restricted to Amazon's own app store and don't support Google's Play Store, which means app selection will be more limited than a typical Android tablet or iPad. Most popular streaming apps can be found in Amazon's app store, except for YouTube's dedicated app. There's a workaround where you can watch YouTube videos from the web browser, however. 

You can check the app selection in Amazon's own app store before buying to make sure it has the apps you'll want to run here.

The best high-end Android tablet

Samsung's Galaxy Tab S7 is as stylish as it is powerful, you can use it as a laptop in a pinch, and it comes with the superb S Pen stylus.

Pros: Gorgeous screen, fast processor, S-Pen stylus is included, and powerful speakers

Cons: Expensive compared to most Android tablets

Samsung has been making excellent Android tablets for years, and its recently launched Galaxy Tab S7 continues that tradition. It's a high-end Android tablet that can compete with Apple's iPad Pro on nearly every level.

The Tab S7 is a stylish, well-made tablet with a metal frame and back. The keyboard case is sturdy and it turns your tablet into a quasi-laptop. Although this tablet doubles as a laptop, it is a tablet first and foremost.

Samsung sure knows how to make astonishingly beautiful screens. The Tab S7 has a gorgeous 10.5-inch Super AMOLED screen. I watched lots of Netflix and Prime Video on the tablet, and I was really impressed by the clarity, color reproduction, and intensity of the brilliant screen. The tablet's 128GB of storage gives you ample space for downloads, and it's expandable with a microSD card.

Every Tab S7 comes with Samsung's S-Pen stylus, which is great for drawing and feels like a real pen. I love to draw on tablets, and I was impressed by the lack of lag on the Tab S7. Palm rejection works well, and it's a great tablet for drawing or note-taking.

It is an expensive price to pay — especially for an Android tablet, but if you want the best iPad Pro alternative, this is it.

Read our Samsung Galaxy Tab S7 review

The best tablet for professionals

Apple's iPad Pro comes in 11-inch and 12.9-inch sizes with specs that are so high-end they surpass some laptops.

Pros: Gorgeous screens, new design with smaller bezels, excellent specs, high-end performance, Pencil is superb for drawing, two screen sizes, now comes with mouse support

Cons: Very expensive, accessories are extra

The new iPad Pro is a work of art — it has slim bezels, a stunning sharp screen in two sizes, an absurdly powerful processor, and tons of great accessories to go with it, including the Apple Pencil. And most recently, the iPad Pro is the closest it has ever become to an actual laptop replacement — Apple finally gave it mouse support. 

You can get it in 11- and 12.9-inch screen sizes to suit your preferences. The 12.9-inch screen is great for digital artists who need room to roam, while the 11-inch model offers a little more portability. Both iPad Pros have some of the highest screen resolutions on tablets: 2,388-by-1,668 pixels (11-inch model) and 2,732-by-2,048 pixels (12.9-inch model).

Regardless of which model you buy, the iPad Pro is a powerhouse. The A12Z Bionic processor is so high-powered it can surpass some laptops. Apple's entry-level model comes with 128GB of storage, but you can get up to 1TB if you want to spend a whole lot of money.

We recommend picking up the new Apple Pencil if you like to take notes or draw. It may cost $129, but it is worth it — The Pencil is the best stylus I've ever used, and the new version even charges wirelessly and magnetically attaches to your iPad for easy storage.

Apple's Keyboard will also cost you a pretty penny, so we recommend going for a third-party case and keyboard. — Malarie Gokey

Read our iPad Pro review

The best tablet for kids

If you feel a little nervous handing your mobile devices to your kids, the Amazon Fire 7 Kids Edition tablet comes with a tough case to keep it safe.

Pros: Great price for a tablet designed for kids, includes a tough exterior case that will protect the tablet if the child drops it, includes a two-year replacement warranty for any damage that occurs

Cons: Doesn't contain powerful components, tablet runs slower than most models

The Amazon Fire 7 Kids Edition provides a tough case that will protect the tablet, even if the child drops the tablet (as long as it's not dropped in a toilet). Laptop Mag says parents can feel comfortable allowing their children to use the Fire 7 because of the two-year accidental-damage warranty it comes with.

Although the sound quality of the Amazon Fire 7 Kids Edition tablet is below average, Wired says the small size of this tablet with a 7-inch screen works great for young children.

There's a lot of children's content on the Amazon tablet, along with several features for setting up parental controls, which is great. You will have to download the content through apps before accessing the content, but the tablet's simple interface works great for kids to operate on their own.

This admittedly isn't the most powerful tablet, as it features below-average processor speed and less-than HD resolution on the screen. But, kids aren't likely to complain, or even notice. 

The Amazon Fire HD 8 Kids Edition is a slightly bigger option with better performance, and it's barely more expensive at $140. Still the Fire 7 Kids Edition is more portable and its performance is just fine for kids while costing $40 less.

The best small tablet

The iPad Mini is essentially a smaller replica of the standard 10.2-inch iPad. Just watch out for its higher price tag. 

Pros: Compact, good performance, sharp screen, works with the Apple Pencil

Cons: Dated design, expensive for what it is

The 2019 iPad Mini is Apple's small tablet that's powered by the capable A12 Bionic chip, and it supports the first-generation Apple Pencil, which makes the Mini a great tablet for note taking or drawing.

The Mini's 7.9-inch Retina display has a sharp 2,048 x 1,536-pixel resolution, too, so you can really enjoy watching videos, reading, and creating on the screen.

You can choose between 64GB or 256GB of storage and three color options: Silver, Space Gray, or Gold). If you want to keep the price down, you can get the Wi-Fi-only version, but there is also a Mini with both cellular and Wi-Fi connections.

Our main gripe with the iPad Mini is that it's a smaller version of the $330 10.2-inch iPad with nearly the same specs, and yet it costs $70 more. That higher price casts a shadow over the iPad Mini, as it's hard to justify paying extra for something smaller, especially if it's a year old already. Still, it's the best small tablet there is.

Read our review of the iPad Mini

How to pick the right tablet for you

Operating systems for tablets

As with smartphones and laptops, you can choose among a few different types of operating systems with tablets. Picking the right OS will enhance your enjoyment of the tablet you select.

• Apple's iOS: For many people, the name iPad is synonymous with tablets. Although the iPad wasn't the first tablet on the market, it's credited with making tablets popular and invigorating the tablet market in 2010. The iPad runs Apple's iOS operating system, which also powers the iPhone. iOS has a great interface and works equally well on a smartphone or tablet screen. There are tons of special apps made for the iPad, which makes it an excellent investment. However, because only Apple-branded iPads can run iOS, you'll pay more for them versus tablets with other operating systems. 
• Google's Android: You also may be familiar with the Android operating system, managed by Google. Android powers many different kinds of smartphones. It's also very user-friendly and offers tons of apps. There are numerous Android tablets to choose from, and they range in price from under $10 to around $600 and up. 
• Amazon's Fire OS: Fire OS is a special ecosystem, rather than an operating system, as it runs on top of Android. Basically, it brings Amazon's services to the forefront of the OS and you download apps from Amazon's app store. Amazon also has special software for kids on its kid-friendly tablets. These Fire tablets are much more affordable than any other kind of tablet.
• Microsoft's Windows: Microsoft has tweaked the Windows operating system to make it far more user-friendly than older versions of Windows, meaning it works equally well with a traditional desktop computer or a touchscreen tablet. When running Windows on a tablet, you'll have access to a lot of traditional software, but you'll find a significant lack of apps compared to Apple or Android. However, since these tablets run Windows, they can be used as full laptops.

What to look for in a tablet

Tablets have a lot of different strengths, depending on the one you choose. Think about what you want to do with the tablet, and you'll be able to find one that'll perfectly meet your needs.

• Battery Life: Completing a really long car trip in successful silence may depend on whether your tablet has a long battery life. Battery life typically can range anywhere from 4 to 12 hours, depending on the tablet model and screen size. Seven hours is about average.
• Connectivity: Different tablets allow you to make a connection to the Internet in a few different ways. Most will offer Wi-Fi connectivity, allowing you to connect to your home or work network. Others also include the ability to connect to a cellular network, much like a smartphone, and access the Internet through the cell network. However, you must have a cellular account with a monthly fee to use it.
• Fast Processor: Look at the CPU and GPU chips included in your tablet. Newer, more powerful chips will give you faster performance levels. Some Windows tablets even have laptop-level processors inside, so you can use them as portable PCs. However, you will pay more for more power.
• Keyboard: Most tablets are able to connect to a physical keyboard for typing, making it easier to input data into the tablet versus using the digital keyboard on the screen. Some tablets are 2-in-1 devices, meaning the keyboard/screen configuration looks more like a laptop because the two are connected. You then can fold up the keyboard to make it work like a tablet.
• RAM: RAM is the amount of memory used to operate software and apps. This is different from the type of memory used for data storage. The more RAM you have available on the tablet, the better it will perform, but the more you'll have to pay.
• Screen Resolution: Tablets that can display more pixels will have a sharper image that looks great. If you want to watch movies on the tablets, having a resolution of at least full HD quality (1,920 x 1,080 pixels) will be very desirable.
• Screen Size: The size of the tablet's screen marks the most important feature for most people. Larger screens work better for things like watching movies, drawing, or playing games. Of course, screen size plays a direct role in the size of the tablet, too. So if you want a smaller tablet, you'll want a smaller screen.
• Storage: Tablets have an interior solid state drive (or SSD) for storing apps, movies, games, and more. You may be able to add more storage through a Micro SD memory card, although not all tablets have a memory card slot. Some tablets rely on cloud storage for extra storage. You may want extra storage for movies, books, and games.
• Stylus: Some people love having a stylus for working with the tablet, especially if they're drawing by freehand. Not every tablet can make use of a stylus, and some stylus pens don't work as well as others. So if you need one, do your homework to find a tablet that can take full advantage of the features of the stylus.

Check out our guide to the best iPads you can buy

The best iPads you can buy

Apple is the uncontested king of tablets. The word iPad is synonymous with the word tablet. Chances are if you own a tablet at all, you have an iPad.

We've tested nearly every iPad that has been released over the past three years, and these are the absolute best iPads you can buy. You can also check out the best iPad cases for every type of person and read why we love the Apple Pencil.

• Bluetooth speakers come in all shapes, sizes, and price ranges.
• The Sonos Move is our top pick because it has excellent sound quality, offers voice control, and you can move it around your home.
• See also: The best speaker deals available right now

A great listening experience for all your favorite music services shouldn't be limited by pesky wires, and while the days of carrying around a boom box on your shoulder are by and large over, you can still get a great wireless music playing device for you and your friends in the form of a Bluetooth speaker.

Thanks to Bluetooth support, these speakers are able to play music from other Bluetooth-enabled sources, like a smartphone or laptop, without any cables. Whether you're getting a speaker for use around the house or a day at the park, there's almost certainly a Bluetooth speaker for you. But there are a number of things to consider before you buy, including size, battery, durability and, of course, sound quality.

With all of those factors in mind, we've selected the best Bluetooth speakers you can buy for a variety of needs. We have a pick for everyone in our buying guide, whether you're an audiophile who's ready to spend the big bucks, a college kid on a budget, or someone whose needs fall in between the two ends of the spectrum.

Here are the best Bluetooth speakers:

• Best Bluetooth speaker overall: Sonos Move
• Best portable Bluetooth speaker: Bose SoundLink Revolve+
• Best waterproof Bluetooth speaker: UE Boom 3
• Best cheap Bluetooth speaker: Anker Soundcore Flare Mini
• Best small Bluetooth speaker: Bang & Olufsen Beoplay P2
• Best Bluetooth speaker with Alexa: Amazon Echo (4th Gen)

The best Bluetooth speaker overall

The Sonos Move looks good, sounds great, and offers multi-room audio as well as voice control with Alexa and the Google Assistant.

Pros: Classy design, smart features, integrates with other Sonos speakers, excellent audio quality, Alexa and Google Assistant

Cons: A little expensive, a bit heavy

Sonos has long been a leader in the wireless speaker market, and the company has finally launched a Bluetooth speaker. The Sonos Move is easily the best Bluetooth speaker out there, thanks to its excellent design, awesome sound quality, and smart features.

There are plenty of things to love about the Sonos Move, but perhaps the best thing about it is its audio quality. The speaker offers a ton of bass, coupled with plenty of clarity and detail in the high end. That makes it excellent for listening to music. The speaker can even be calibrated using Sonos' Trueplay tuning technology, though you'll want to tune it for different environments when you move the speaker around.

Speaking of moving the speaker, that's another thing that's great about the Sonos Move. The speaker has a base station where you can keep it most of the time, but it's designed to be portable too, so you can take it outside when you have a BBQ or move it around the house as you need. It is a bit heavy, so you won't be carrying it around on all your excursions, but it's nice to have the option.

Like other Sonos speakers, the Sonos Move is smart too. You can choose to use either the Google Assistant or Amazon's Alexa, plus it integrates perfectly with Sonos' other speakers, allowing for multi-room audio. The speaker has a battery life of around 10 hours so it should easily get you through a day of listening when it's not being charged on its dock.

But what about the downsides? This speaker is a little pricey, and you won't get access to all of the smart features when you're using it with Bluetooth. Still, despite those downsides, it's gotten excellent reviews from many experts. TechRadar gave the speaker an impressive 4.5/5, while CNET gave it a still impressive 4/5.

The best portable Bluetooth speaker

The Bose SoundLink Revolve+ is easy-to-use, offers 16 hours of battery, features a convenient handle for travel, and it sounds good, too.

Pros: Good sound, versatile design for portable use outdoors and around the house, long battery life

Cons: A bit pricey, lacks Wi-Fi support

There are dozens of Bluetooth speakers out there, but the best speaker you can buy for moving around the house or backyard is the Bose SoundLink Revolve+. There are a number of things that make this speaker such an ideal portable option for most people, from its great sound to its nice design.

Let's start with the design of the speaker, which is really quite good. It's reminiscent of new smart speakers like the Amazon Echo or Google Home, so it'll look right at home in any tech-savvy person's house. On top of that, it offers extremely easy-to-use controls, with six buttons located on the top of the speaker for things like volume control and Bluetooth control. Bose also added a handle to make it easy to bring the speaker with you outside or around the house.

We tested it out and we were impressed by the SoundLink Revolve+'s great sound quality and how easy it is to move from room to room. It blended right in with our decor, too.

The speaker even has some smart features, including Bluetooth pairing with voice prompts, the ability to take calls, and access to Siri or Google Assistant from your phone. If you buy two speakers, you can sync them up together for party mode, too. 

The speaker will give you 16 hours of play time, so it should get you through the day very easily — especially if you're good at keeping devices charged up. The 16-hour lifespan makes it good for holiday parties and when you're at the beach. You won't have to worry too much about the speaker getting damaged, either, thanks to its water-resistant design. The speaker can handle splashes and other interactions with water, though we wouldn't recommend actually taking it in the water with you.

So what about audio quality? Generally, it's good enough for most people's needs. As any audiophile will tell you, don't expect any Bluetooth speaker to beat a good wired speaker. Still, it does offer generally louder volume than other wireless speakers and is able to offer deep and clean bass easily without distorting.

Other reviewers largely agree that this is a great speaker, too. CNET gave it 4/5 stars in its review. That's not to say, of course, that it doesn't have its downsides. The main downside is the fact that it's a little pricey.

Buyers should also be aware that Bose now has a newer Bluetooth speaker, the Bose Portable Home Speaker. This model features a very similar design but adds Wi-Fi connectivity and integrated support for Amazon Alexa or Google Assistant. With that said, the Bose Portable Home speaker usually carries a higher price tag than the Soundlink Revolve+ and it offers shorter battery life. 

The best waterproof Bluetooth speaker

The UE Boom 3 is well designed and sounds pretty good, but it's also water resistant, making it great for use by the pool or at the beach.

Pros: Good sound quality, nice design, waterproof, can float

Cons: High frequencies aren't as detailed as other speakers

Looking for something that you can take to the beach or use by the pool without fear of it breaking due to water damage? The UE Boom 3 is the way to go. This speaker is well designed and sounds great, but perhaps the best thing about it is that it's water resistant.

The speaker may not sound as robust as the Sonos Move, but it still sounds pretty great, especially considering how small it is. The speaker offers a decent bass response, along with a well-tuned mid range, and a decent amount of clarity in the high frequencies. One of the best things about it is that it can also get super loud, which is great for use outside.

The speaker is also pretty well designed. It's relatively small and portable, and it's available in a range of different colors. On the side, you'll get buttons for controlling volume, while on the top there are controls for things like Bluetooth pairing and power. Safe to say, the UE Boom 3 is super easy to use.

The UE Boom 3 is built for use near water. The speaker is not only waterproof, but it's also designed to float, so you won't have to worry about losing it at the bottom of the pool. The Boom 3 is capable of being submerged in up to 1 meter of water for up to 30 minutes, so it shouldn't break due to water damage.

Like anything, the UE Boom 3 isn't perfect. While the audio sounds pretty good, audiophiles may want something with a little more detail in the high end. The battery life is also around the same as the previous generation speaker, though it's not that bad, coming in at 15 hours. Despite those downsides, it has gotten some excellent reviews. TechRadar and Trusted Reviews both scored the speaker 4/5, which is pretty impressive.

• Read our UE Boom 3 review here

The best cheap Bluetooth speaker

The Anker Soundcore Flare Mini may be super-affordable, but it still looks and sounds solid for the price.

Pros: Well-designed, very inexpensive, water-resistant, good battery life

Cons: Sound quality is only decent

Looking for an inexpensive speaker that still looks and sounds pretty good? The Anker Soundcore Flare Mini may well be the way to go. This speaker may carry a budget price, but it still sounds decent and won't break the bank.

The speaker is designed to look a lot better than other speakers in its price range. It's a cylindrical design with a fabric covering around the side and controls on the top. Those controls include power, volume, and Bluetooth pairing. There are even LED lights on the bottom, and you can control those lights through five different lighting modes.

The design of the speaker plays into how it sounds too. The speaker can deliver 360-degree audio, so no matter where you are around it, it should sound pretty good. It definitely won't sound quite as powerful as some of the more expensive speakers in this price range, but it can still get pretty loud and offers a decent amount of bass.

You'll get 12 hours of battery life out of the speaker, which isn't bad at all, and it's water-resistant with an IPX7 water-resistance rating. 

Considering the price range, perhaps the only real downside to the speaker is that it can't really match more expensive offerings in the audio department.

The best small Bluetooth speaker

The B&O Beoplay P2 doesn't just sound good and feature a slick design, it's ultra-compact, too.

Pros: Great sound, very portable, intuitive touch-controls, compact size

Cons: A little pricey for its size, could use more high-end clarity

The Bose and UE speakers are really nice, but they probably won't fit into your bag all that easily. Thankfully, there are plenty of speakers out there that will, like the B&O Beoplay P2.

Now, generally speaking, smaller Bluetooth speakers can be a little hit and miss, but the BeoPlay P2 is a hit. That's largely thanks to its sleek and stylish design, coupled with hidden and intuitive controls. For example, you can double tap the speaker grill to play and pause your music, or you can program the speaker through the accompanying app to activate your digital assistant of choice, whether it be Google Assistant or Siri. That happens through your phone because the speaker doesn't have those assistants built-in.

So how does the speaker sound? You can't expect studio-quality sound, but it's not bad. The speaker features mono audio and an impressive bass response for a speaker of its size. The high-end isn't as responsive, though it's still not bad.

So what do reviewers think? Well, TechRadar gave the speaker 4.5/5 stars, while PCMag gave it 4/5.

The best Bluetooth speaker with Alexa

The newest Amazon Echo features an updated design, better sound, and Amazon's super-smart Alexa digital assistant built right into it.

Pros: New design, improved sound, Alexa built-in

Cons: Still doesn't sound as good as Sonos speakers, not portable

The original Amazon Echo paved the way for smart speakers, and now on its fourth generation, the Echo is still one of the best Bluetooth-enabled smart speakers out there. 

The Echo has gone through a few design tweaks since it first came out, and the current iteration features a completely new look. Gone is the cylindrical design, and instead the fourth-generation Echo takes on a spherical shape with a fabric covering and a light ring at the bottom. It's available in a few different colors too, including Charcoal, Glacier White, and Twilight Blue.

Of course, perhaps the best thing about the Amazon Echo is the fact that it has Alexa built right into it. In other words, using the speaker, you can control smart home devices, find out information from the web, play music, and more using only your voice. Alexa is already pretty smart, but Amazon routinely makes it smarter too. 

It should be noted, however, that unlike the other picks on our guide, the Echo does not have an internal battery for portable use. Instead, the speaker needs to be plugged into an outlet to work.

Still, though the Echo doesn't have the added mobility, Google Assistant support, or superior sound quality found on our top Bluetooth speaker pick, it is a better fit for buyers who simply want an Alexa-enabled Bluetooth speaker to use in one location. 

• Read our Amazon Echo (fourth generation) review here.

What else we considered

JBL Flip 4:The JBL Flip 4 speaker was recently one of our picks, and it's still a fantastic Bluetooth speaker for the money. With that said, the less expensive Soundcore Flare Mini includes similar features for a more affordable price, making that model a better overall budget pick. If you're willing to spend a little more, however, the JBL Flip 4 features a bit more power and better sound quality.

Boasting a great design, nice sound, and waterproofing, the JBL Flip 4 remains a great choice for those that want a speaker they can take on the road with them. Let's start with the design, which is very nicely done. The speaker is available in a range of different colors, including black, red, gray, white, and even camo. On the outside, you'll find volume controls, along with playback controls, and a Bluetooth switch.

The speaker can connect to up to two different devices at a time, so you don't have to go through pairing the speaker again every time you want to switch devices. Battery life is rated for up to 12 hours, which is very good for this price. 

Of course, the best thing about the speaker is that it sounds great. There's a powerful bass response, and while the upper-mids aren't the most well-tuned, the high-end brings back some of that clarity that helps make music sound so great.

The JBL Flip 4 has been pretty well-reviewed, too. It received a score of 4/5 on Digital Trends.

What you should look for in a Bluetooth speaker

When shopping for a Bluetooth speaker, there are some key factors you should keep in mind. For instance, a compact model might not be a good fit for someone who wants the best audio quality, while a heavy speaker won't be ideal for someone who wants to take their audio on the go.

Below, we've broken down some main features and design elements you should look into when selecting the best Bluetooth speaker for your needs.

• Size matters: You'll want to think about how big you need the speaker to be. Now, speaking very generally, larger speakers will be louder, and while you can often get quite a racket out of a smaller speaker, for parties and gatherings, a larger speaker may be a little more appropriate. Larger speakers also tend to have more refined audio quality with better clarity and bass. Of course, size also affects portability. If you're looking for something you can slip in your bag and carry around easily, then a smaller speaker may be a better choice for you.
• Battery life: You'll obviously want a longer battery life if you're looking for a speaker that can last all day, but sometimes a speaker with a shorter battery lifespan will do the job — especially if you plan on being able to charge the speaker often or even while in use. Keep in mind, however, that some Bluetooth speakers, like the Amazon Echo, don't have internal batteries at all. If you only plan to use your speaker in one room, this isn't a problem, but if you want portability, a speaker with a battery is a must.
• Durability and water resistance: Durability is another important factor if you plan on carrying the speaker around a lot. Not only will your speaker last longer if it's more durable, but it might be a little more versatile, too. For example, you probably won't want to take a non-waterproof speaker to the pool or the beach.
• Sound quality: Some may not care too much about how a Bluetooth speaker sounds, but others will want to ensure that they're getting the best audio performance they can for their money. A single Bluetooth speaker is never going to offer the same quality as a true stereo speaker pair, but high-end Bluetooth speakers from brands like Sonos and Bose offer impressive performance. Again, larger models tend to have better sound, so if audio quality is a priority, you'll likely want to avoid ultra-compact speakers. 

Check out our other great speaker buying guides

The best speakers

Speakers come in all shapes and sizes for many different needs. Floorstanding and bookshelf speakers offer the best movie and music performance. Bluetooth speakers are better suited for buyers who want a compact speaker with wireless playback and portability. If you're looking for a digital assistant, then a smart speaker is the way to go. With all those options in mind, we've selected the best speakers you can buy.

The best smart speakers

Smart speakers include integrated digital assistants with support for voice commands, allowing you to ask questions, control compatible smart home devices, and more. The two most popular smart speaker assistants are Amazon Alexa and Google Assistant. There are many different smart speaker models to choose from, and certain models are better suited for specific needs and budgets. Here are the best smart speakers you can buy.

The best soundbars

Soundbars offer a nice upgrade over built-in speakers used on most TVs, while still saving you some space and money compared to a full home theater speaker setup. Some soundbar models include wireless subwoofers, and more expensive packages even feature rear satellite speakers for true surround sound. Through research and testing, we've picked the best soundbars you can buy.

• A good area rug adds personality to your space and keeps your floors protected.
• Rugs USA is the best place to buy area rugs because of its enormous selection and pricing that will fit any budget.

Whether you have hardwood floors to protect from kids, dogs, or high heels; you have an unsightly scuff or stain you want to hide; or you simply need to add a bit of pizzazz to an otherwise bland space, area rugs serve a ton of purposes.

Because personal taste factors so heavily into the area rug you ultimately pick, we've chosen to focus on our favorite area rug retailers rather than individual rugs we like. Members of the Insider Reviews team have experience with every retailer in our guide, so we can attest to the quality of the rugs they supply, the excellence of their customer service, and the intuitive user experiences of their websites.

These are the best places to buy area rugs online

• Best overall: Rugs USA
• Best on a budget: Wayfair
• Best modern rugs: West Elm
• Best vintage rugs: Revival Rugs
• Best washable rugs: Ruggable
• Best for kids' rooms: Crate & Kids

SEE ALSO: The best cordless vacuum cleaner you can buy

The best place to buy area rugs overall

Rugs USA offers thousands of rugs in a variety of styles and price points, and they're made from high-quality materials that hold up very well over time. 

Rugs USA currently has nearly 8,000 area rugs for sale from doormats to whole room area rugs ranging in price from a few dollars to a few thousand. Styles available include Moroccan, contemporary, and shag, and that's just the beginning. With such a large selection across the spectrum of style and budget, if you can't find an area rug you love at Rugs USA, you may not be able to find it anywhere.

I currently have two large room-size area rugs from Rugs USA in my apartment. They arrived rolled up in long boxes, secured and protected in plastic wrap. They were a bit unwieldy, but some awkwardness is to be expected when shipping an 8-foot by 10-foot rug. Both rugs arrived in pristine condition — including a white one — so you won't have to worry about your clean new rugs getting marred in transit. Two years later, they've held up to cat scratches, high foot traffic, and several furniture rearrangements.

Insider Reviews senior editor Sally Kaplan also loves Rugs USA for its large selection. But since it has so many rugs on offer, she recommends getting to know the sort feature quite well so you don't miss that perfect rug hidden deep on page 76.

Read our full review of Rugs USA.

Worth a look:

Shop all area rugs from Rugs USA.

The best area rugs on a budget

Wayfair's area rugs are budget-friendly, but you won't have to sacrifice on design or quality — just shop smart, and don't get too caught up in its massive selection.

If you thought Rugs USA's selection of nearly 8,000 area rugs was impressive, Wayfair blows that out of the water with nearly 300,000. If you have the patience, you can find great deals on rugs of all styles and sizes. But you will have to commit some time to finding the right rug for your home and sifting through quite a few subpar selections.

It's important to once again make friends with the sorting tools — we especially like that you can sort by pile height. You may also want to give the user reviews a little more weight than usual. We don't often recommend this as many user reviews can be fake or manipulated, but with such a vast catalog to sort through, they can be a handy tool to help you narrow down which rugs are high-quality choices and which might wear out quickly.

Many rug styles are available in a range of sizes, so also make sure to double-check the dimensions of what you're buying. Wayfair has great prices, but don't be duped into buying a doormat-sized rug when you thought you were getting a room-sized one. Sometimes low prices can be too good to be true.

Worth a look:

Shop all area rugs from Wayfair.

The best modern area rugs

For modern area rugs that provide a subtle backdrop to your decor, West Elm provides a myriad of options at a mid-tier price point.

If you're looking to splurge a bit more to upgrade your space, we love West Elm's selection of area rugs. They're a bit more expensive than some of our other picks, but the unique designs add a distinctly modern and sophisticated look to your space.

You'll also have peace of mind in your purchase knowing that many of their rugs are fair trade, denoted by a clear symbol near the item as you scroll, so you'll know at a glance. Another symbol denotes which rugs are handwoven, and you can click to learn more about the weavers. It's a nice touch that gives you more context about your purchase and the artisans you're supporting.

Though I don't own any area rugs from West Elm, I do own several pieces of furniture and decor, and I've always been impressed by the design and durability of the items I've purchased. In the past, West Elm has caught flack for defective merchandise, but it seems to have remedied the issue in the past couple of years. If you do have an issue with your purchase, West Elm takes returns for 30 days and will provide a full refund as long as the item was not final sale.

Worth a look:

Shop all area rugs from West Elm.

The best vintage rugs

Revival Rugs curates vintage, handwoven rugs from Turkey, Morocco, and India and ships them in compact, easy-to-manage packaging.

Vintage one-of-a-kind rugs are one of the best ways to ensure your space is uniquely yours. Rather than scouring flea markets or thrift stores to find a gem, Revival Rugs has done all of that for you, sourcing vintage handmade area rugs directly from Turkey, Morocco, and India. Of course, you'll pay for the luxury — this is certainly not the most budget-friendly option on our list.

Insider Reviews senior reporter Connie Chen tested Revival Rugs for a full review. She was particularly impressed with how the rugs were shipped in easy-to-manage boxes rather than long unwieldy tubes.

She writes, "My 69-inch by 125-inch rug ($815) was delivered safely to my door in a cardboard box, which has easy-carry side handles. The rug was folded up inside but didn't seem to have any noticeable or deep creases once I took it out. Revival says it folds rather than rolls up its rugs to make packaging cheaper and less bulky, allowing the company to offer free shipping on its rugs. Once unfolded, your rug should flatten out naturally within a few days."

Revival also has its own Revival-Made line of limited edition handwoven rugs. Sure, they won't be one of a kind, but they are much easier on the wallet than the vintage ones.

Read our full review of Revival Rugs.

Worth a look:

Shop all area rugs from Revival Rugs.

The best washable rugs

If you're worried about kids, pets, or your clumsy self staining your area rugs, all of Ruggable's patented rug covers are machine washable and designed to fit in your home washing machine.

Area rugs can be expensive, so losing one to a spill or stain or wearing one out with lots of foot traffic can be tough on the wallet. Ruggable has come up with a system for reviving your area rugs — they've made them machine washable. Each area rug comes in two pieces: a rug pad that goes on your floor and a decorative rug cover that attaches to it with a sort of velcro effect.

When your rug cover gets dirty, just detach it from the rug pad, throw it in the washing machine, and reattach it once it's dry. If you tire of the design you chose, you can buy a new rug cover and save the cost of having to buy a new pad. Ruggable's rugs come in a variety of styles and sizes, they're quite budget-friendly, and they ever have outdoor and high-pile options.

Insider Reviews senior reporter Connie Chen also tested Ruggable. She was impressed by how easy the rug cover was to wash and was pleasantly surprised that everything stayed put. She writes, "The company's patented 'Cling Effect Technology' kept the pieces together at all times, the rug didn't slide around on my floor, and I didn't have to follow any fancy, special instructions when machine-washing and drying it. 

Read our full review of Ruggable.

Worth a look:

Shop all area rugs from Ruggable.

The best for kids' rooms

Crate & Kids' area rugs range in style from subtle pastels to bright patterns to whimsical designs, but the designs always stay sophisticated.

Like many children of the 90s, the iconic area rug decorated with the roads and brightly colored shops of a small town was a feature of my bedroom. I have distinct memories of driving a toy car along its winding roads. But admittedly, it wasn't a sophisticated piece of decor.

If you want to upgrade your child's bedroom or play space with area rugs that balance kid-friendliness with good design sense, Crate & Kids— a Crate & Barrel outpost — is going to be a great bet. They even have a subtler, more aesthetically driven version of the city rug we all remember.

While kid-friendly decor can often lean towards garish with bright colors and designs, Crate & Kids keeps it muted but still fun with geometric patterns, nature scapes, and animal prints. The major downside here is that they are difficult to clean, requiring spot treatment only. Some even call for professional cleaning. If your kid has tornado-like tendencies, you may want to look towards Ruggable or Wayfair and sort through for kid-friendly options there.

Worth a look:

Shop all area rugs from Crate & Kids.

Check out our other home decor guides

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• The best wine glasses

• February is here, and with it comes Amazon's top 12 reads for the month. 
• This month's selections include powerful biographies, calls to climate action, and suspenseful novels.
• Learn more about February 2021 picks below, with captions provided by Amazon's book editors.

February is a great month to be a reader, whether supporting Black authors during Black History Month (as well as all-year-round), cozying up in the cold with a new novel, or returning to old favorites.

As such, Amazon's book editors have curated another monthly list. February's titles span from insight regarding the voice inside our head to biographies exploring the lives of the mothers of Martin Luther King, Jr., Malcolm X., and James Baldwin.

The top pick of the month comes from Kristin Hannah, author of the ever-popular "The Nightingale." Hannah's newest novel, "The Four Winds," vividly and poignantly details the Dust Bowl and the Great Depression. February's featured debut — Cherie Jones' "How The One-Armed Sister Sweeps Her House"—  is what Vanessa Cronin describes as a "can't-look-away winner" due to its lively and beautiful critique on the patriarchy, class, and race. 

Here are Amazon's top 12 books of February 2021:

Captions have been provided by Amazon's book editors. 

'The Four Winds' by Kristin Hannah

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No, the grit stinging your eyes and getting stuck in your teeth isn't real, that's just how evocative Kristin Hannah's descriptions of the Dust Bowl storms are. But unlikely heroine, Elsa Martinelli, will lodge herself into your heart. "The Four Winds" is a reminder, when we so urgently need it, of the resiliency not only of the human spirit, but of the country as well. — Erin Kodicek

'How The One-Armed Sister Sweeps Her House' by Cherie Jones

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"How the One-Armed Sister Sweeps Her House" is the story of a fateful encounter between the haves and the have-nots in a Barbados resort town. It's also about a woman who is the have-not in every role: daughter, wife, and mother. This allegorical tale of race, class, and patriarchy— with its vibrant, stunning prose — is a can't-look-away winner. — Vannessa Cronin

'The Paris Library' by Janet Skeslien Charles

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"The Paris Library" is a fresh and compelling World War II story that reminded this reader of Kristin Hannah's breakout, "The Nightingale". Toggling between France in 1939 and Montana in the 1980s, this novel is a love letter to the power of books. While it looks and smells like historical fiction, this book has even broader appeal. — Sarah Gelman

'How to Avoid a Climate Disaster' by Bill Gates

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Sad news: Electric cars won't save the world. But Bill Gates has some pretty good ideas as to what will. Logical, compelling, and ultimately optimistic, this book is a rousing call from an innovator who believes we have the right stuff to change our fate, and his fresh way of thinking is desperately needed to clear away the overheated emotions this subject ignites. — Adrian Liang

'The Bad Muslim Discount' by Syed M. Masood

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Full of one-liners that will make you laugh out loud, "The Bad Muslim Discount" is as funny as it is a serious commentary on immigration, racism, and just plain growing up. Bubbling with irreverence and small kindnesses, Masood tells the story of a young man and a young woman who each yearn for a wildly different life than what their devout parents want for them. Forces conspire to bring them together — but not in the way you think. An immensely satisfying read.— Al Woodworth

'Girl A' by Abigail Dean

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"Girl A" deserves the comparisons to "Room" and "Sharp Objects;" the characters are complicated, the writing strong, and it's twisty and disturbingly gruesome. Dean somehow manages to makes even the most repugnant of characters sympathetic (at least momentarily). And readers are left with a gasp-worthy ending. — Sarah Gelman

'Chatter' by Ethan Kross

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It turns out some of the most important conversations we have are with ourselves. Ethan Kross examines the voice that speaks inside our head, explains why it's there, and reveals how we can learn to rely on it rather than being broken by it. "Chatter" is a revealing and masterful take on human nature. — Chris Schluep

'Animal, Vegetable, Junk' by Mark Bittman

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Bittman has made a life in food, and he has clearly thought a lot about it. "Animal, Vegetable, Junk" is a passionate, informed look at the relationship between humans and food since early hunter-gatherer days, up to our current industrialized food system. Occasionally Bittman bites off more than can chew, but his ambition is what makes this book so special. — Chris Schluep

'The Three Mothers' by Anna Malaika Tubbs

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By turns extraordinary and ordinary, inspiring and devastating, the lives of Alberta King, Louise Little, and Berdis Baldwin are worthy of attention, and so too is their biographer, Anna Malaika Tubbs. As I learned about these women — the discrimination they endured as young Black girls, what they overcame, what their mothers and their grandmothers overcame, how they raised their boys and witnessed their deaths — my eyes filled with tears at their resolute strength and how their lives, like those of so many other Black mothers, have been ignored. — Al Woodworth

'We Need to Hang Out' by Billy Baker

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A treasure hunt in the Montana wilds and a New Kids on the Block cruise are among the adventures journalist Billy Baker explores on his charming odyssey to rebuild the male friendships that mysteriously eroded as he hit middle age. Armed with experts' advice and a self-aware awkwardness, Baker valiantly and hilariously puts himself on the line over and over again, proving that great pals are worth struggling for.  — Adrian Liang

'The Kindest Lie' by Nancy Johnson

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Johnson's perceptive debut speaks volumes about motherhood, family and race in America. Ruth Tuttle is a successful engineer with a devoted husband, a bright future, and the secret of a child she was forced to give up as a teen. An exploration of inherent bias, the secrets we keep from the ones we love, and a bond that defies small town racism, this sensitive, hopeful novel is perfect for your next book club. — Seira Wilson

'Good Neighbors' by Sarah Langan

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Langan gives her novel a tantalizing spin as readers watch a shocking crime unfold both in real time and from the beguiling vantage of hindsight. To the Wilde family, Maple Street appears picture perfect, but beneath the surface their new neighborhood is as dark and fetid as the sinkhole that suddenly appears in the park. An emotionally palpable novel about classism, herd mentality, and crushing loneliness that kept me glued to the page. — Seira Wilson