In this blog post, I want to discuss the implications of the coronavirus for brands that sell on Amazon. First, a little history.
The top three brands for organic share of voice in Amazon's Household Cleaning category have clearly separated from the pack, and held their respective positions for the entirety of 2019.
The top five brands for organic share of voice in Amazon's protein category shed 15% of their share last year. That means an already competitive and fragmented category got a little bit tougher as share of voice became more evenly spread among brands.
Amazon's small kitchen appliances category had some reshuffling among the top brands this past year with respect to organic share of voice. As you can see from the video chart below, Hamilton Beach held its top position throughout the year, while InstantPot dropped two slots from #2 to #4 amidst a steady erosion of its organic share of voice.
When it comes to organic share of voice, Amazon's Bottled Beverages, Water and Drink Mixes category had a dynamic 2019. As you can see from the chart, there was a "great convergence" of brands into a tight band for organic share of voice. This has made an already highly concentrated category even more competitive.
During the past year, the top 4 brands in Amazon's Snack Food Bars category have consistently held their respective positions month-over-month for organic share of voice. KIND is clearly a category leader with a share 40% higher than its nearest competitor, Clif. Nature Valley and Quaker are slotted quite a bit below these leading brands.
There's a complex story behind Amazon's computer & tablet category. Unique to this quadrant is a wide split in brand performance in supply chain effectiveness, particularly among four of the larger brands (Dell, Lenovo, RCA and Apple). They are performing lights-out on 1P product availability, but losing a huge share of revenue to 3Ps. We suspect it may all be part of their strategy (for some of them at least) to allow 3Ps to fulfill the majority of demand for their ASINs. Because of this split, we introduced a "quadrant connector" to show how differently the brands perform with respect to availability and loss to 3Ps.
Amazon is a fast moving machine making near real-time decisions on pricing, promotions and numerous other variables. Do you find your team is frequently on its back foot? Here are 7 weekly tasks your team can tackle that have helped over 500+ leading consumer brands grow sales and share profitably on Amazon.
Ever feel like your Amazon team is constantly reacting? Or Amazon is moving so fast it's difficult for your team to get its feet under it? Here are 7 daily to-dos that have helped 500+ leading consumer brands grow sales and share profitably on Amazon.
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.