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June 12, 2019

The Baby Solid Feeding Category on Amazon is as Healthy as Can Be

The Baby Solid Feeding category on Amazon is the healthiest we’ve analyzed to date. Only a single brand is considered unhealthy. Yet only one brand has the marketing chops to elevate to the High IQ Brands quadrant. A unique category indeed!


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


Munchkin claims the top spot in the category.  With 16.3% total share of voice, that’s more than 2x the nearest brand, Munchkin is virtually untouchable from a marketing standpoint. Driving Munchkin’s marketing machine is organic share of voice which provides it with the vast majority of its placements. In fact, Munchkin is only ranked only #7 in paid share of voice. Imagine if they turned on the advertising spigot.

Munchkin is losing less than 1% of revenue to leakage. Truly a top performer.

Niche Performers


With 10 brands, the niche performers quadrant is sizable with several brands on the verge of leaping into the High IQ quadrant. Nuk and The First Years both have a share of voice of 7.8%, and behind them are Nuby at 5.4% and Playtex at 5%. If Munchkin wasn’t stretching the category so much all these brands would likely move up. The rest of the brands in this quadrant fall between 0.7% (CamelBak) and 2.9% (Philips Avent).

Nuk, Playtex, Oxo and Dr. Brown’s are at the top for paid share of voice. Nuk has a eye-popping 13.3% paid share of voice, Playtex a high 7.2% and moderately high 4.9% and 4.6% for Oxo and Dr. Brown’s.

Looking at revenue leakage, all the brands in the quadrant are looking strong. No brand appears to be at risk of falling into the Laggards quadrant. Revenue Leakage metrics are running between 3.1% (Nuby) and 0% (Dr. Brown’s). We need a bell to ring because Dr. Brown’s scored a perfect 0% on revenue leakage. Very rare and really impressive!



Just one Laggard – Contigo. With only 32 ASINs and 1.9% overall share of voice, Newell probably isn’t too stressed with how its Contigo brand is doing in this category. But, its 19% revenue leakage is something to pay attention to. Most of that is due to availability issues (14%) vs. losing the buy box to 3Ps (5.3%). So, what Contigo needs to focus on is clear. And it’s revenue leakage metrics aren’t all that bad so righting the ship likely isn’t a stretch.


baby_solid_feeding_keywordsOur data was drawn from an automated, daily analysis of top keywords in the Amazon L3 Baby Solid Feeding 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 Baby Solid Feeding 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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