Three Brands Are In Control of the Data Storage Category on Amazon
John Rode
on Jun 14 2019

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.

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This BrandIQ Quadrant benchmarks brand performance by the critical disciplines of supply chain operations and marketing. Who is best able to both drive and fulfill demand on Amazon in this category? The metric that underpins marketing is Share of Voice (how often your brand appears in organic or paid search results), and for operations it's revenue leakage (how well are you able to avoid losing sales because shoppers are unable to buy your product because it's unavailable, lost buy box to 3Ps, etc.). Given Amazon's ever-increasing complexity and speed, mastering both is not simple.      

High IQ Brands


Apart, Western Digital and SanDisk are stout brands competing at the top of the data storage category. Taken together, they hold a 27.1% share of voice. Across all the categories we've analyzed only HP has held that strong of a position (in the Printers and also the Tablet Computers categories).

Having said that, Western Digital's 16.5% share of voice is marred by a countervailing 11.1% revenue leakage. SanDisk comes off a bit better at 10.7% share of voice and 7% revenue leakage. These supply chain metrics are only moderately strong, as we see Seagate, PNY and Toshiba all bested the brands on revenue leakage.

Western Digital and Seagate lead the category for organic share of voice at 18.4% and 15.5%, respectively. The story is similar on the paid share of voice side with the brands pulling in 10.2% and 7.9%. SanDisk is a bit of an outlier in this quadrant. Its 13.6% organic share of voice fits in nicely, but its 1.2% paid share of voice stands out as the #10 advertiser in the category.

All three brands have reasonable metrics on revenue leakage. For availability issues, SanDisk is losing 3.9%, Western Digital 3.3% and Seagate 2.7%. On loss of the buy box to 3Ps, Western Digital spikes to 7.9%, while SanDisk loses 3.2% and Seagate 1.2%. Seagate appears to have the best overall supply chain.


Niche Performers


Five brands compose the niche performers quadrant. Toshiba is the top performer with 5.1% share of voice and a category-leading 0.6% revenue leakage. 

Kingston and PNY are relatively minor players with 3.8% and 1.5% share of voice, respectively, and each is pretty evenly balanced on organic and paid.

PNY's 2.6% revenue leakage is outstanding and good for #2 in the category. Kingston has moderate leakage at 5.4%, due mostly to loss of the buy box to 3Ps.

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And now for the Laggards quadrant. Crucial, Silicon Power, Adata have shares of voice of 3.9%, 2.9%, and 1.3%, respectively. Looking across all categories these metrics are not too bad. However, things fall apart for Silicon Power and Adata as their revenue leakage hits over 98% for both brands. Only Crucial remains respectable by losing only 17%. All three brands are losing revenue in equal parts to availability issues and 3Ps. 

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Large Leakers


Samsung is the sole resident of the Large Leakers quadrant. With 10% share of voice, almost all of which is attributable to organic, Samsung occupies an interesting position. On top of that Samsung is losing 57% of revenue to leakage, which pins the brand to the y-axis. It's not the place to be. The only upside is at least Samsung isn't pouring money into advertising and then losing 57% of that revenue in the process.

Get the full BrandIQ report to learn more about how each brand performs in the data storage category.


data_storage_keywordsOur data was drawn from an automated, daily analysis of top keywords in the Amazon L3 Data Storage category over a one-year period. Our method focused on 1P brands and their associated SKUs. Marketing performance was determined by analyzing Share of Voice which essentially divides how many times a brand appears in search results, by the total available slots in the search results. Our system looked at both organic and paid ads for the top keywords discovered for the Data Storage category on Amazon. Our system focused on page 1 search results and the product page for each SKU. Each appearance of the brand in organic search and paid ad slots was given equal weighting. Revenue Leakage was determined by an algorithm that analyzes inventory availability of the SKUs on the product page and translates that into estimated revenue missed for each brand due to things like a SKU being Currently Unavailable, Inventory Encumbrance, Item Under Review, a 3P seller taking the buy box, etc. 


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