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Amazon's Pet Supplies L1 category has several brands with high organic-to-paid share of voice ratios. That is, they appear frequently in organic search results on Amazon but are not pushing hard to appear in paid search results. The Pet Supplies category is similar to others we've analyzed. The brands with the highest organic share of voice like Central Garden & Pet tend to have similar organic and paid share of voice metrics, while mid-sized brands show the most upside potential to increase paid share of voice.
Amazon's Electronics L1 category is showing an unusual Share of Voice pattern among larger brands. Brands with the greatest organic share of voice also tend to have maxed out their paid share of voice. But in this case, Canon and Samsung are true outliers who have garnered very high organic share of voice in their given L3 categories despite having low paid share of voice. SanDisk's position is more typical. Even HP and Netgear can be considered outliers too, just not in as dramatic a fashion.
Amazon's Health & Household category is showing a typical Share of Voice pattern among its larger brands. Brands with the greatest organic share of voice also tend to have maxed out their paid share of voice - they are the dominant brands. But there are a few brands with high organic and low paid share of voice. These are the brands with the most Untapped Marketing Potential who likely can effectively increase their Amazon ad spend.
An interesting dynamic has emerged in Amazon's Grocery & Gourmet Food category. Four brands stand out with especially high ratios of organic to paid share of voice. This typically means they may have untapped potential to effectively increase Amazon ad spend.
Which big brands in Amazon's key Beauty & Personal Care categories have the most untapped marketing potential? Our analysis pointed to an interesting grouping of brands: Dominant, High Untapped Potential, and Niche.
There is no question McCormick is the best positioned brand in the Single Herbs & Spices category on Amazon, from a marketing perspective. However, every brand in the category exhibits signs it's suffering from significant revenue leakage.
From a marketing perspective, Always is dominating the feminine care category on Amazon in a big way. However, Always stumbles on revenue leakage where it cedes the leadership position to a handful of six brands.
The discussion in the Humidifier Parts & Accessories category centers upon three primary brands: AirCare (Essickair), Aprilaire (Research Products) and Crane. A crew of brands with very small share of voice and high revenue leakage (many likely have 3P models) pack the Laggards quadrant.
The brands in the data storage category are clearly divided into three groups. Western Digital, Seagate and SanDisk are the unquestioned tier one brands. And seven other brands round out the category.