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January 13, 2020

It’s Been a Bubbly Year for the Beverages Category on Amazon

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.

This analysis focuses on organic share of voice for the top keywords in Amazon’s Bottled Beverages, Water and Drink Mixes L3 category. It highlights brand trends at the broad category level. {{cta(‘440e7491-9382-4979-8328-b9d195f4f7bb’)}} for an in-depth look at how your brand can deploy AI and automation to keep pace with Amazon’s algorithms and drive your e-commerce performance.

Ocean Spray’s (Pepsico) organic share of voice has fallen from near 4.5% at the beginning of the year, to about 2.8% at the end. It has just barely yielded the top spot to Premier Protein (Post). Premier Protein only started registering on the organic radar at all in February. But then accelerated, particularly in August, to its current position at the top of the category. V8 (Campbell Soup) has held steady right around 2.5% organic share of voice, while Carnation consistently has been around 1%, but with a late year surge of sorts to around 2%.

At with most categories, the lower end of the category is very tight. We see Apple & Eve, Orgain, Fiji Water and Atkins battling it out in the 1% to 2% range throughout the year. Barely missing an appearance on this chart were Tropicana (Pepsico), Vita Coco, Gatorade (Pepsico), and Capri Sun. This is clearly a highly competitive, concentrated category. This is evidenced by the fact the top brand for organic share of voice has less than a 3% share. Other categories can often have a leader (or more) with 10%+ organic share of voice, which is then followed by a couple other brands before the category reaches the “long-tail” of 1-2%. We’re of course looking at the organic share of voice at the L3 level, so the metrics would change for each brand if we focus just on their niche/target keywords.

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